TECH NEWS – Despite the challenges surrounding artificial intelligence and innovation, the management of the Cupertino-based company has no intention of removing the CEO. Apple Intelligence has failed to make an impact in the industry, and the company is struggling to retain its top management amid other issues. Tim Cook has been accused numerous times of being more of a software man than a hardware man, as he has only launched a few devices since taking over as Apple CEO.
Last year was difficult for Apple and Cook, as the company missed the release deadline for highly anticipated AI-enabled features, such as Personalized Siri. The company also failed to introduce any significant updates to iOS 26, forcing users to rely on outside companies, such as OpenAI and Google, for utilities.
Cook has also been in a difficult position since Trump took office. This has led to a 16% drop in Apple’s share price this year due to tariffs. However, it should be noted that shares are 1,500% higher than when Cook became CEO after Steve Jobs.
In his latest Power On newsletter, Mark Gurman, editor of Bloomberg, claims that many loyal people on Apple’s board of directors would never vote for Tim Cook to step down as CEO. Among them are Arthur D. Levinson, Susan Wagner, and Ronald H. Sugar, none of whom have ever spoken out against the company’s operations. Gurman cites various reasons why Apple is facing a critical period while accusing Cook of changing the company’s design-centric culture.
Cook has said that he would retire before the end of the decade, but even if he is not forced to, the consensus is that the decision is up to him. If he retires, he could take the chairman’s seat on the board, giving him tighter control over the iPhone maker. Arthur Levinson would also step down as chairman because he is older than the recommended retirement age. This would be the perfect opportunity for Cook to retire and oversee Apple from the background in a different role.
Apple is developing a variety of products, including AR glasses and a less expensive version of the Vision Pro, which would make augmented reality more accessible. Furthermore, like Samsung, the company is looking into a ring that would tie its functionality to the Apple Watch. Although the company’s current position is not ideal due to external factors, its future prospects are promising and could mean higher profits.
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