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When it comes to Apple, many people first think of Jobs. Indeed, Joe's influence on Apple is profound: even after 10 years, we still keep talking about his legacy, the industry he changed, and his influence on Apple.
But today, I want to talk about his successor: Tim Cook.
From 丨Michele Asselin for TIME
Cook's decade in apple's "rule" was full of achievements. Cook pushed Apple's most successful product, the iPhone, to new heights: The iPhone 6 series became the most popular smartphone with 220 million sales throughout its product lifecycle. In the face of the brutal competition in the smartphone industry, the latest iPhone 12. The 13 series is still very popular, and the sales of the 12 series exceeded 100 million, reshaping the glory of the iPhone 6.
Data Source 丨Counterpoint Research, April 2021
Under Cook's leadership, the iPhone became the world's "most profitable" phone, accounting for 75% of the global mobile phone market's profits.
But Cook's "masterpiece" of ten years as Apple's CEO is not the iPhone, but Apple's wearables:
The Apple Watch was released in April 2015, and it was the first product to be led by Cook without Joe's participation. How successful this product line is, a few simple descriptions are enough:
1. It surpassed Rolex in sales and became the world's number one watch.
2. Apple Watch has more than a quarter of the market share in the global smart watch industry all year round.
Data Source 丨Counterpoint Research
3. In the second quarter of 2021, Apple Watch shipments reached 9.5 million units, more than the shipments of Samsung, Jiaming, Huawei and Xiaomi combined.
In addition, Apple Watch has opened up a new track with health monitoring as the core, different from traditional watches.
AirPods is another successful product line under Cook.
AirPods was launched at Apple's autumn special event in 2016, and at the beginning of the release, AirPods were controversial due to product form. For seven years, AirPods have responded to questions with sales: in 2020 alone, AirPods sold more than 100 million pairs, accounting for 31% of the true wireless headset industry.
At an average price of $200 per person, AirPods generated about $20 billion in revenue for Apple.
For example, if AirPods are taken out of Apple's product line and a separate company is established, the company's revenue can enter the top 200 Chinese enterprise revenue in 2020, exceeding the annual revenue of TCL Group (about $19.9 billion).
Data Source丨 2020 Top 500 Chinese Enterprises in Operating Income
Even in the face of the saturation of the market in the field of true wireless headphones, AirPods are still optimistic: the market expects that in 2022, AirPods will achieve 85 million unit shipments.
In addition to hardware, under Cook's leadership, software and services have also made great achievements. In his ten years as CEO, Cook has launched Apple Pay, Apple TV+, and a number of services for enterprises, and apple music has become the top music distribution platform.
At the same time, Apple's services revenue grew from $2.95 billion in 2011 to $53.77 billion in 2020. In this year's Q4 financial report, the service industry generated $18.27 billion in revenue, close to the annual operating income of streaming service entertainment provider Netflix.
Apple 2021 Q4 earnings
The rapid growth of service revenue has also given Apple a new idea for the "next decade", and Cook and senior management believe that the service business will play a greater role in Apple's future operations and is expected to achieve stronger growth. Morgan Stanley analyst Katie Huberty's research report points out that in 2023, Apple's services division will have more than $100 billion in revenue.
Successful software and hardware products have made Apple a "legend" in the eyes of everyone in business. Under Cook's leadership, Apple's revenue for the fourth quarter of 2021 was $83.36 billion and net profit was $20.551 billion, compared to $28.27 billion and net profit of $6.62 billion a decade ago. In a decade, Apple's revenue has nearly tripled. Apple has also become the richest company in the world.
Cook's attitude toward China has also affected Apple's earnings in China, and since he took office, he has come to China nearly ten times, which is something jobs has never done. When Cook first took office, the Chinese market accounted for only 2% of Apple's total revenue. In Q4 2021, Apple's revenue in Greater China increased by 83.27% year-on-year to $14.563 billion, accounting for about 17.4% of all regions.
Under Cook's leadership, Apple did not turn from prosperity to decline as many people speculated at the beginning, but its market value increased by more than 3 trillion yuan and its products sold well. But in most eyes, Cook is not as creative and great as Jobs.
Jobs may have been the best product manager in the world to date, a genius, the man who pulled Apple out of the quagmire and sent him to the altar.
Source 丨IDB
But for Apple, their best CEO, leader,
It was Tim Cook, the apple helmsman for nearly a decade.