During Cook's tenure, Apple's revenue also tripled. In 20 18, Apple's revenue reached $266.5 billion, the highest annual income in the company's history. 20 1 1 year, Apple's revenue is only 108 billion US dollars.
Apple's business in every competitive field is booming. Although the market demand for iPhone is slowing down, the sales volume in 20 18 is still a record 2160,000 units. In the same year, Apple also sold 43.5 million iPad and180,000 Macs.
As far as brand value is concerned, Cook is transforming Apple into an inclusive, diversified and privacy-oriented company, and actively practicing the concept of environmental protection. 20 1 1 year after Steve Jobs' death, Greenpeace's "Green Electronic Guide" scored the company's commitment to the environment slightly below 5 (total score 10). Since Cook took office, Apple has invested billions of dollars in green energy, and now 100% of the world uses renewable energy. Apple is also the only technology company dedicated to making its supply chain 100% sustainable. Lisa Perez Jackson, former director of the US Environmental Protection Agency (EPA), said that Apple's environmental commitment has been achieved by about 30%.
Cook is behind this.
Since the death of Jobs, the blind worship around him has formed. The greatest innovator in history should be highly praised, but he doesn't have the super power of "turning stone into gold".
Cook manages Apple behind the scenes and is the designer of the manufacturing system and logistics business of the whole company, leading Apple to today's success. Jobs is a unique CEO. However, although his role is CEO, he actually performs the duties of chief product officer.
Is the product the most important?
Of course, Cook's management is not perfect. There are reasonable criticisms that Apple has neglected the Mac；; Product update iteration is slow; The keyboard is defective; Continuously improve the pricing of new iPhone; And accused of tax evasion and so on.
But for a mature company like Apple, the most important thing is not the product, but the perfection of corporate governance system, efficient supply chain, smooth distribution channels, finance and marketing. These may not sound so exciting, but they determine the success of the company. Cook has proved that he has the above talents. A few years before his death, Jobs was the de facto CEO of Apple.
Cook's ability is here, so he is qualified for the position of CEO.