Steve Jobs built Apple’s product legend. Tim Cook, once dismissed as “not a product guy”, turned supply-chain mastery and customer loyalty into powerful competitive advantages
Under Cook, Apple’s services business has grown into a powerhouse. Apple Pay, Apple Music and others now generate more revenue than the entire company did when he took over
John Ternus, Apple’s hardware chief, is a product specialist. His challenge is to find the next breakthrough as rivals gain ground in emerging device categories
Apple abandoned its electric-car project and its VR headset struggled to gain traction. Foldables, smartglasses and smart-home devices offer rivals opportunities to pull ahead
Ternus sees AI as his biggest challenge, but Apple’s deeper test may be supply-chain resilience
Tariffs, geopolitical tensions and economic nationalism threaten to disrupt its model
Cook’s decision to remain executive chairman underlines the supply chain’s importance. India has emerged as a diversification hub, but future shocks will test Apple’s resilience