Tim Cook is facing difficulties.

Faced with challenges in the field of AI, some analysts suggest that Apple should boldly replace CEO Tim Cook.

CEO Tim Cook is under immense pressure. Recently, two analysts have garnered attention for calling for a major overhaul at Apple. The goal is to replace Tim Cook, who succeeded Steve Jobs in 2011.

In an article by technology research firm LightShed Partners, analysts Walter Piecyk and Joe Galone questioned whether Cook is still fit to lead one of the world's most valuable companies.

According to CNN , the question arises as Apple lags behind in AI, a technology that is changing many aspects of life. Apple also faces pressure to create groundbreaking new products amid stagnant smartphone sales.

"Apple currently needs a CEO who focuses on products, not someone who specializes in logistics," Piecyk and Galone emphasized.

Apple is facing numerous challenges.

Replacing Tim Cook would be a risky move for Apple. The company is undergoing significant changes in its senior leadership, and a change in CEO could derail its core business.

According to Bloomberg analyst Mark Gurman, Apple's board of directors remains supportive of Cook, believing he possesses "the same resilience as renowned industry leaders," such as Disney's Bob Iger and JPMorgan Chase's Jamie Dimon.

Currently, there is no evidence to suggest that Cook will leave. LightShed's article is just one perspective among many analysts who follow Apple's business. However, Piecyk and Galone are not the only ones concerned about the future of Apple.

“He’s an expert in supply chain management. However, Apple needs someone with a technological vision. I think they’re in more trouble than they’d imagine,” said Ted Mortonson, CEO and technology strategist at financial services firm Baird.

The interior of an Apple Store in New York (USA). Photo: Bloomberg .

Apple has faced numerous pressures since the beginning of the year, including tariff threats from US President Donald Trump, troubles surrounding the App Store from the European Union (EU), and a lawsuit alleging market monopolistic practices in the smartphone industry. However, the biggest concern remains the slow progress in its AI development division.

In March, Apple confirmed a delay in the release of a new version of Siri, an upgrade that promised to bring the assistant closer to ChatGPT and Gemini. Later, Senior Vice President of Software Engineering Craig Federighi simply stated that the product “needed more time to meet the company’s high quality standards.”

It's not just Siri; analysts believe Apple still hasn't made much progress in the field of AI, according to CEO Ben Bajarin of Creative Strategies.

Despite delaying the Siri update, Apple still introduced AI features at WWDC 2025 such as live translation, workout analysis on the Apple Watch, and upgrades to some existing features. However, that only helps the company catch up with competitors, not take the lead.

WWDC 2025 took place in June at Apple headquarters. Photo: Bloomberg .

“Cook did a great job of getting Apple to where it is today, but the environment has changed. They’re really struggling in the AI ​​field. This is a completely different area because AI is software, whereas Apple usually focuses only on hardware,” said Thomas Martin, a partner at investment firm Globalt.

Under Tim Cook's leadership, some of Apple's flagship products and projects failed to meet expectations, such as the $3,500 Vision Pro glasses which failed to sell well, while the electric vehicle project was canceled.

Apple has undergone significant changes in its leadership. Chief Financial Officer Luca Maestri was replaced earlier this year, although he retained his position as Vice President of Enterprise Services. More recently, the company announced that Chief Operating Officer Jeff Williams will retire at the end of the year.

"Oversized shoes"

Now 64 years old, Cook has served as Apple's CEO for nearly 14 years and is highly regarded for his operational acumen. He has stepped out of Steve Jobs' shadow to build a global supply chain and a product and service ecosystem that has helped Apple maintain its position as the world's most valuable company.

Cook also helped Apple make its mark in the digital health sector with the Apple Watch. Apple is now the market leader in smart wearable devices (including AirPods and Apple Watch), with a market share of nearly 25% in Q4 2024, according to IDC statistics.

Under Tim Cook's leadership, Apple's market capitalization increased from over $342 billion (in 2011) to approximately $3 trillion . Even two analysts at LightShed Partners acknowledged that Cook "has done a great job."

"It must be clearly recognized that Tim Cook was the right CEO at the time of his appointment, and he has certainly done a great job," analysts said.

Tim Cook stands next to the Apple Vision Pro glasses. Photo: Bloomberg .

However, continued leadership changes could hinder Apple's AI development plans. According to CFRA Research analyst Angelo Zino, replacing Tim Cook is not the optimal solution.

"I think the last thing you want to do is to further disrupt the situation by putting Cook's job at risk. I don't think Apple is considering that," Zino added.

According to Zino, instead of sacking Tim Cook, Apple could address its AI challenges through acquisitions. Rumors suggest the company is discussing acquiring the startup Perplexity AI, considering strengthening its partnership with OpenAI, or following Meta's lead by hiring top researchers.

A wise choice

William Klepper, director of leadership training programs at Columbia Business School, says it's rare for a company to keep someone in the CEO position for more than 10 years.

“Organizations always have ups and downs. That’s the nature of the business cycle. Apple’s current position is in a state of stagnation,” Klepper said.

According to experts, 10 years is not a random number. This often coincides with several factors that can impact a company's business model, in this case, AI.

By that time, companies like Apple needed to support their core business while constantly adapting to change.

“According to my research and models, a change leader is needed because you have to start the second wave… You can’t continue in a leadership role when the business is in transition and needs change,” Klepper added.

Apple Vision Pro glasses. Photo: New York Times .

Professor Sandra Sucher from Harvard University suggests that companies typically appoint new CEOs for three reasons: dealing with scandals, resolving crises, or a loss of confidence in their abilities. Currently, none of these factors apply to Tim Cook and Apple.

However, the pressure on Apple is mounting. This indicates the company needs to find answers and act quickly.

“Will Apple become the ‘second Intel’?” Thomas Martin asked. He was alluding to the once-leading American chip company falling behind AMD and Nvidia by ignoring new technological trends.

Source: https://znews.vn/tinh-the-kho-khan-voi-tim-cook-post1569726.html