In the Chinese mobile phone market, the once proud iPhone15 series has become the "clown" of Huawei's Mate60 series. Cook, who was happy to announce that the Chinese market surpassed the United States for the first time, faced the "biggest challenge in history" in Apple's history in just a few months. The sales of the iPhone 15 series were far below expectations and became the focus of attention in the industry.
Tim Cook has been in the position for 12 years, succeeding Steve Jobs as Apple's CEO in 2011. He has led Apple to become the world's most valuable technology company, but now he faces a difficult situation that makes people sigh. Although Cook excelled in business operations, he was not far behind Jobs's ability to innovate products.
Data from 2023Q4 shows that Apple's net sales fell by 1% year-on-year, which makes the call for "Cook to leave" even stronger. Cook, who originally planned to leave Apple in 10 years, considered saying goodbye early due to sluggish sales of the iPhone 15 series. This decision has raised concerns in the industry about the instability of Apple's top management, and it has become more difficult to find the right person internally.
Faced with this change, Apple needs to have a new CEO, and Cook's departure could create a leadership vacancy for the company. While Cook's successor struggled to surpass his track record, the company was in desperate need of a new leader who could bring innovation. And although Cook is old, Apple will need to find his ** person sooner or later.
Apple's predicament also makes people wonder whether Cook, who is relatively weak in terms of product power and innovation, can continue to lead Apple to be invincible in the fierce market competition. Perhaps, for Apple, it needs a leader who is better at product innovation and focuses on user needs, rather than just focusing on the top of business operations.
In summary, Cook's departure could be a major test for Apple, as the company needs to find a new CEO who can lead innovation and return to the essence of the product. And this decision will determine Apple's competitive position in the fierce market in the future. It is expected that the new leader can bring a positive change to Apple and get out of the predicament of sluggish sales.