Ever since Steve Jobs passed away in 2011, Tim Cook succeeded as Apple CEO and is still holding on to that role. However, New Street Research, a firm known for bold calls in the tech sector, publicly suggested that Apple should consider replacing him, arguing that the company is showing signs of stagnation, especially in core hardware areas.
Concerns Over Apple’s Innovation Pace
According to the report, Apple has been playing it too safe in recent years, particularly when it comes to hardware innovation. While the company continues to generate strong revenues from iPhones, iPads, and Macs, critics argue that its current product roadmap lacks the kind of game-changing innovation seen under Steve Jobs’ leadership.
The analysts believe that Apple has become "incremental" in its approach, refining existing products instead of pushing the boundaries of what’s possible. While products like the Vision Pro and Apple Silicon have shown promise, they haven’t yet delivered the transformative growth investors may be hoping for.
Call for a New CEO
New Street Research suggests that a new CEO could bring a more aggressive innovation strategy, helping Apple evolve in areas like AI, mixed reality, and future computing platforms. While Tim Cook has been praised for his operational efficiency and steady leadership, some believe a different style is needed to spark the next wave of Apple’s growth.
The firm didn’t suggest any specific candidates for Cook’s replacement, but the call adds fuel to ongoing debates around Apple’s long-term direction and whether the company is ready for another major leadership shift.
What's Next?
Despite the critique, it’s worth noting that Tim Cook remains one of the most respected CEOs in the industry, having taken Apple to record-breaking profitability since taking the reins in 2011. Under his watch, Apple became the first U.S. company to hit a $3 trillion market cap, expanded services revenue, and launched custom chips that now power nearly every Apple product.
Apple has not responded to the report, and there’s no indication of any imminent leadership change. However, this latest analysis could put more eyes on the company's performance in the coming quarters, especially as the tech giant prepares for rumoured new product categories and further Vision Pro iterations.
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