Has Apple’s Chief Tim Cook Replaced Steve Jobs?
Apple co-founder Steve Jobs died in 2011. Many thought his ability to lead the technology company would be impossible to replace. However, the current head of Apple, Tim Cook, seems to be doing extremely well.
Cook was at first believed to be little more than a caretaker for Apple after Jobs' death. But Cook has continued to build Apple with his own skill and ideas. He will celebrate his ninth year as Apple's Chief Executive Officer (CEO) Monday.
Training Cook to take over the company was "one of Steve Jobs' greatest accomplishments," said Apple analyst Gene Munster.
The company's stock market value was $400 billion when Cook became CEO. Its stock is worth five times that amount today. It is the first U.S. company to have a market value of $2 trillion.
However, Cook has faced many problems as the company's head. They included a slowdown in iPhone sales as smartphones outgrew their newness. Another was an argument with the FBI over user privacy. In addition to that is the U.S. trade war with China which threatens to force up iPhone prices, and the pandemic that has closed many Apple stores and sunk the economy into a deep recession.
Cook has also done some things that Jobs refused to do. Apple now pays a dividend, which Jobs did not want. Cook also has used his position to become a supporter of civil rights and renewable energy. In 2014, he became the first openly gay CEO of a major American company.
However, Apple has not brought out a product that creates a new market as it did with the iPhone. Its smartwatch and wireless ear buds are good products, but not nearly as revolutionary as the iPhone was.
Cook and other company officials have suggested that Apple wants to make a revolutionary product in the field of augmented reality. It would use phone screens or high-tech eyewear to create digital pictures. But, Apple has not yet offered such a product.
Apple also appears to be behind in the creation of artificial intelligence, especially for voice-activated digital assistants. Although Apple's Siri is used on Apple devices, people have accepted Amazon's Alexa and Google's digital assistant more easily.
Cook has also made some mistakes.
In 2017, Cook angered iPhone users by slowing the performance of older iPhones with software updates. The users believed the company did it to force them to buy new and more costly iPhones. The company later paid $500 million to end a legal case over the issue. Apple also faced government investigations into its attempts to lower its corporate tax.
Cook has been most worried about the fall in sales of iPhones as people keep the devices longer. Four years ago, he rebuilt the Apple app store which provides programs for use on Apple devices. He placed importance on subscriptions services that can be used by the 1.5 billion iPhones already in use. That effort has added more than $50 billion each year to Apple's income.
I'm Susan Shand.
He rebuilt the engine using parts from cars that had been scrapped.
He gave an electrifying performance.
The bus service stops at midnight.
He was given the title of assistant manager.
5.He placed importance on subscriptions services that can be used by the 1.
placed importance on 重视
Harvard University has all along placed importance on China studies.
He placed importance on a comfortable lifestyle.
6.In addition to that is the U.S. trade war with China which threatens to force up iPhone prices.
force up 迫使...上升
On the evening I finally forced myself up to the front door of her modest house.
The scarcity of food forced prices up.
苹果公司联合创始人史蒂夫·乔布斯（Steve Jobs）于2011年去世。许多人认为，他领导这家科技公司的能力无人企及 。然而，现任苹果公司负责人蒂姆·库克的表现似乎非常出色 。
最初，库克被外界视为乔布斯离世后的“看守人”。但是库克继续用自己的能力和想法来打造苹果 。周一，他将迎来担任苹果首席执行官的第9个年头 。
但是，作为公司负责人，库克也面临着很多问题。其中包括随着智能手机市场饱和导致苹果手机销量下降 。另一个问题是就户隐私与美国联邦调查局的争论 。此外，还有中美贸易战可能会推高苹果手机价格，以及新冠疫情导致许多苹果专卖店停业并使经济陷入严重衰退 。
库克还做了一些乔布斯不会做的事情。苹果公司现在支付股息，这是乔布斯拒绝施行的 。库克还利用自身地位成为民权和可再生能源的支持者 。2014年，他成为了首位公开同性恋身份的美国大型公司首席执行官 。
库克和公司其他官员曾提出，苹果公司要在增强现实领域打造一款革命性产品。它将使用手机屏幕或高科技眼镜来打造数码图片 。但是苹果公司尚未推出这样的产品 。
2017年，库克通过软件更新降低了旧版苹果手机的性能，此举激怒了用户。用户认为这是为了逼迫他们购买昂贵的新款苹果手机 。该公司后来支付了5亿美元解决了针对该问题的法律诉讼 。苹果公司还面临着政府对其试图避税的调查 。
库克一直很担心苹果手机销量下降，因为用户使用苹果设备的时间更久。4年前，他重建了提供苹果设备程序的应用商店 。他非常重视可供15亿部正在使用的手机的订阅服务 。这些措施每年为苹果公司增加了超过500亿美元的收入 。