Becoming an Apple CEO since 2011, Tim Cook has built a large ecosystem, influenced global technology strongly and brought the market value of this corporation to reach USD 1,000 billion milestones.
It can affirm that the iPhone is the most successful product in Apple history. Although Tim is not the person who introduced this device in 2007, he made a great contribution to bringing the iPhone to the top of its glory. Since 2014, Apple boldly increased the size of the iPhone screen after many years of delay. Till 2017, the Home button has been removed from the iPhone X. In the future, the iPhone will surely continue to innovate.
Tim Cook identifies the service is the next focus of Apple. App Store and Apple Music are a good business with 1.4 billion of devices operating globally. In March, the firm continued to promote this business by launching the Apple TV Plus, Apple News Plus and Apple Arcade. Even, Apple also prepared to launch its own credit card.
Equality and environment
As a gay, Cook strongly supports equality and diversity at Apple, making the work environment more friendly, more open. In addition, Apple’s retail stores, offices and data centers in 43 countries all operate with clean and environmentally friendly energy.
Privacy and security
One of the greatest successes of Tim Cook is towards respecting the privacy and security of Apple. They earn money from selling hardware and services, not from user data. Cook has announced repeatedly about the maximum priority on customer privacy using this company’s products and services.
Apple Watch and AirPods
It only takes 2 years for Apple Watch to become the best selling watch in the world. Then, AirPods – wireless headsets with the fallback price is $ 159 – have become a special phenomenon in the field of technology accessories.
Siri and artificial intelligence
Apple was the first company to introduce voice assistant, enlightening a field of the full potential technology. However, they could not be in the leading position. Apple has updated Siri in recent years, but generally, it is not as useful or smart as the digital assistants from Amazon and Google.
Similar to Siri, Apple soon joined the smart home field with HomeKit but in the end letting competitors passed. Launched at WWDC 2014, HomeKit allows developers to integrate the door lock control, turn on/off lights and home automation features in iOS app. Nowadays, people talk more about similar products from Amazon and Google.
Forgetting professional users
For a long time, Apple seems to forget the professional user group, including graphic designers, editors. It took 6 years for the Mac Pro to be upgraded, too slowly than the fact, the iPhone was “raised up” every year.
Besides Mac Pro, MacBook – personal computer is rarely upgraded for many years. Till done, Tim Cook’s company got a mistake. Launched from 2015, the butterfly keyboard become one of the most criticized features. The new design makes the keys broken when dust falls in. Apple must offer a free replacement program for many years for defective products.
Challenges and opportunities ahead
Apple is facing to the technology market with many rapid changes. Competitors are testing many breakthrough technologies on smartphones. Almost great phone manufacturers – except Apple – will have 5G devices this year. However, Apple also has opportunities ahead in the health care field. In addition, this group has “revived” the iPad with iPadOS and turned it into a machine with more efficient working.