Apple is under growing pressure. A well-known analytics firm is publicly questioning CEO Tim Cook's leadership skills. While competitors like Microsoft and Meta are celebrating technological advances in artificial intelligence, Apple is falling behind – both on the stock market and in public perception. Discussions about a possible change at the company's top level are gaining momentum.
Tim Cook has led the technology giant Apple for over a decade. Under his leadership, the company experienced tremendous economic growth, but innovations have recently dwindled. Apple is currently showing weaknesses, particularly in the area of AI. The lag compared to its competitors is measurable and is causing concern among analysts and investors. A possible CEO change is on the horizon, although this seems unlikely in the short term.
Apple loses ground on the stock market
According to a report by research firm LightShed Partners, Apple should seriously consider replacing Tim Cook. Analysts Walter Piecyk and Joe Galone criticize the fact that Apple currently doesn't need a CEO focused on logistics, but rather someone who can refocus clearly on products. The numbers support their argument: While Apple shares lost around 16 percent in 2025, Microsoft gained 19 percent, and Meta even gained 25 percent. For Apple, this is a clear signal that its strategic direction needs to be reconsidered.
Artificial intelligence becomes a crucial point
A key point of criticism is Apple's failure in the area of artificial intelligence. Analysts see this as a potential threat to its long-term competitiveness. AI is now considered a key factor for future innovations across the entire tech industry. If Apple fails to provide convincing answers here, LightShed argues, the company risks being overtaken by the development – similar to what happened to Nokia or BlackBerry in the past.
Despite setbacks: impressive long-term results
Despite the current weakness, Cook's track record remains strong. Since he took over as CEO in 2011, Apple's share price has risen by over 1,400 percent. In comparison, the S&P 500 has gained only 430 percent over the same period. This demonstrates how successful Cook's growth strategy has been so far. Nevertheless, the question remains whether this strategy will remain viable in the coming years.
Management changes bring succession issues into focus
The discussion is gaining additional momentum due to a personnel change in upper management: Chief Operating Officer Jeff Williams is stepping down. Williams was long considered the likely successor to Tim Cook. Now Sabih Khan is taking over his position. John Ternus, Senior Vice President of Hardware Engineering, is now considered a possible candidate to succeed him as CEO. Despite this development, according to Mark Gurman of Bloomberg, there are currently no concrete indications that Cook is planning to step down or is already grooming a successor. Internally, there are no signs of an impending leadership change. The board also appears to be fully committed to Cook. According to LightShed, Cook was the right choice at the time of his appointment and has performed convincingly in this role. But with Williams' departure, LightShed believes the time has come for fundamental changes.
Further problems are piling up
The criticism isn't limited to AI. Apple is also under pressure due to an outdated product lineup, a growing distance from its design-led culture, and a long period without groundbreaking hardware innovations. Furthermore, tensions with developers and regulators are growing—which is also negatively impacting the company's image.
Cook could gain even more influence
Interestingly, it's not out of the question that Tim Cook could gain even more power within the company in the future. Current CEO Arthur Levinson has already passed the company's recommended retirement age. According to Gurman, it's conceivable that Cook could also take over as chairman of the board of directors in the future—as is already the practice at other corporations. This would give him control not only as CEO, but also at the board level.
Course correction at Apple becomes inevitable
Apple is currently under scrutiny – not only because of its products, but especially because of its leadership structure. The criticism from LightShed Partners is a wake-up call that many in the industry are paying close attention to. Even though Tim Cook's resignation is unlikely in the near future, the pressure on the company to break new ground strategically and technologically is growing. The coming months could be crucial in determining whether Apple turns things around – or continues to fall behind. (Image: Shutterstock / Ringo Chiu)
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