Should Apple Replace Tim Cook? One Research Firm Thinks So

Tim Cook has been Apple’s CEO for 14 years, growing the company into a $3 trillion empire. But now, a research firm argues it’s time for a change. Why? Apple is falling behind in AI, and that could threaten the company’s future.

The Case Against Cook

Analysts at LightShed Partners believe Apple needs a product-focused CEO, not someone like Cook, who built his legacy on operations and logistics. In their note, they claim Apple has missed the AI wave while Microsoft and Meta surged ahead. In 2025, Apple’s stock dropped 16%, while Meta’s rose 25% and Microsoft’s gained 19%.

“Missing on AI could fundamentally alter the company’s long-term trajectory and ability to grow at all,” they warned.

While Cook helped streamline Apple’s supply chain and scale it globally, critics say that’s no longer enough. Apple hasn’t delivered a breakout product in years. And as AI reshapes the tech world, it’s clear Apple is playing catch-up.

However, No Successor, No Exit

Jeff Williams, Apple’s COO and once Cook’s likely successor, is retiring. That leaves no obvious backup plan. John Ternus, head of hardware engineering, is now seen as the most likely long-term candidate. He has product experience but lacks financial leadership credentials.

Still, no major shake-up is expected.

According to Mark Gurman, Cook isn’t preparing to leave, and the board isn’t pressuring him. In fact, Cook might even gain more power as Apple’s next chairman. The board’s trust in him remains unshaken.

“No crisis is big enough to shake the board’s faith in Cook,” Gurman writes.

Changes Already Happening Inside Apple

Despite Cook’s firm grip on leadership, Apple is undergoing quiet restructuring:

• COO role transitions from Jeff Williams to Sabih Khan.
• The design team now reports directly to Cook.
• Health hardware shifts to John Ternus.
• Health and fitness software falls under Craig Federighi.
• AppleCare moves to Khan’s team.

A wave of executive retirements is also expected. Several senior leaders—including Greg Joswiak, Phil Schiller, Lisa Jackson, and Johny Srouji—are in their 60s and nearing retirement.

Final Word

Apple is clearly at a turning point. Its products feel stale, developers are growing frustrated, and AI remains a weak spot. Critics are calling for a leadership change, but the board isn’t moving. Cook still holds the keys—and unless something drastic happens, he’s not handing them over anytime soon.