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Compared: Apple Under the Leadership of Steve Jobs and Tim Cook
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- Tim Cook has now led Apple longer than Steve Jobs, surpassing 14 years as CEO.
- Under Cook, Apple’s market cap reached $3.7 trillion.
- The company’s product strategy evolved from innovation-first to ecosystem expansion and service revenue.
From a scrappy garage startup to the world’s most valuable company, Apple’s journey is closely tied to the legacies of its two most influential CEOs: Steve Jobs and Tim Cook.
This visual, created by Made Visual Daily, compares the two eras side by side. It highlights key milestones, product launches, and the company’s market capitalization growth. The data comes from publicly available sources.
| Year | CEO | Release | Category | Why it mattered |
|---|---|---|---|---|
| 1998 | Jobs | iMac G3 | Mac | Revived Mac line with all-in-one colorful design |
| 1999 | Jobs | iBook G3 (Clamshell) | Mac | First consumer laptop with Wi-Fi |
| 2001 | Jobs | Mac OS X 10.0 (Cheetah) | Software | First major release of Mac OS X |
| 2001 | Jobs | iPod (1st gen) | Music | “1,000 songs in your pocket” |
| 2003 | Jobs | iTunes Music Store | Service | Legal per-song downloads at $0.99 |
| 2006 | Jobs | MacBook Pro (1st gen) | Mac | First Intel-based Mac notebook, replaced PowerBook G4 |
| 2007 | Jobs | iPhone (1st gen) | iPhone | Touchscreen smartphone |
| 2008 | Jobs | App Store | Platform | Opened with ~500 apps |
| 2008 | Jobs | MacBook Air | Mac | “World’s thinnest notebook” at launch |
| 2010 | Jobs | iPad (1st gen) | iPad | Defined modern tablet category |
| 2011 | Jobs | iCloud (announced) | Service | Syncs content across Apple devices |
| 2013 | Cook | Mac Pro (Late 2013) | Mac | Radical cylindrical “trash-can” design with dual GPUs |
| 2014 | Cook | Apple Pay | Service | NFC mobile payments on iPhone 6/6 Plus |
| 2014 | Cook | Apple Watch (announced) | Wearable | Apple’s first smartwatch |
| 2015 | Cook | Apple Music | Service | Subscription music streaming |
| 2016 | Cook | AirPods | Audio | Truly wireless earbuds |
| 2017 | Cook | HomePod (1st gen) | Audio | Smart speaker with Siri and high-fidelity sound |
| 2019 | Cook | Apple Arcade | Service | Game subscription service |
| 2019 | Cook | Apple Card | Service | Credit card with Goldman Sachs |
| 2019 | Cook | Apple TV+ | Service | Original video streaming service |
| 2020 | Cook | M1 chip / silicon Macs | Silicon/Mac | Start of Intel→Apple silicon transition |
| 2021 | Cook | AirTag | Accessory | Find My network item tracker |
| 2022 | Cook | Apple Watch Ultra | Wearable | Rugged, larger display, titanium case |
| 2022 | Cook | M2 chip | Silicon | Second-gen Apple silicon |
| 2023 | Cook | Apple Vision Pro (announced) | Spatial | First spatial computer |
| 2023 | Cook | M3 family | Silicon | 3-nm chips for Macs |
| 2024 | Cook | Apple Vision Pro (US) | Spatial | Available Feb 2024 (US) |
| 2024 | Cook | M4 chip (iPad Pro) | Silicon | Debuted in new iPad Pro |
Under Steve Jobs, Apple’s market cap surged from $2.5 billion to $350 billion, driven by iconic releases like the iMac, iPod, iPhone, and iPad. Meanwhile, Tim Cook has overseen a staggering $3.1 trillion increase in value, with the company reaching $3.7 trillion in 2025, bolstered by services, AirPods, Apple Silicon, and even the Apple Vision Pro.
Jobs: The Product Visionary
Jobs returned to Apple in 1997 during a time of crisis. Over the next 14 years, he delivered breakthrough products that redefined industries—from the original iMac and iPod to the game-changing iPhone and iPad. These weren’t just gadgets—they reshaped how people interact with technology.
The launch of the App Store in 2008 also set the foundation for Apple’s massive software and services ecosystem, now a major profit center for the company.
Cook: The Scaler and Strategist
When Cook took over in 2011, many questioned if Apple could continue innovating. But Cook’s operational acumen allowed the company to scale globally, optimize margins, and diversify revenue streams. Under his leadership, Apple launched the Apple Watch, AirPods, Apple Pay, and custom silicon (M1 chip), while significantly expanding its services segment.
Today, Apple’s ecosystem includes hardware, services, entertainment, and finance. Cook has successfully shepherded the company into new growth areas, helping it weather challenges like supply chain crises and slowing smartphone growth.
The Longevity of Leadership, and the Question of What’s Next
Cook has now led Apple longer than Jobs. His quiet, operational style has proved durable, weathering global disruptions while continuing to expand Apple’s footprint in China, health, and AI.
But with his tenure entering its twilight, attention is turning toward succession. Some analysts point to COO Jeff Williams or SVP of Services Eddy Cue as likely candidates, while others speculate that rising stars like John Ternus or Craig Federighi could take the reins.
As Apple’s next chapter unfolds, the bar remains high: Cook took the world’s most innovative company and turned it into one of its most valuable ones. The next leader will have to chart a path for both growth and reinvention.
As noted in this 2023 CNBC profile, Cook emphasizes collaboration and expects innovation from every level of the company. Whoever takes the reins next will need to balance Apple’s culture of secrecy with a rapidly evolving tech landscape—from AI to augmented reality.
Learn More on the Voronoi App
For how many years was Apple the most valuable company in the U.S. between 1995 to 2025? Find out in this nifty visualization on Voronoi.