The executive who helped save Apple from bankruptcy so Steve Jobs could continue innovating

Tim Cook, Apple CEOannounced that he will leave his position later this year, after 15 years leading the big tech. In 1998, Cook arrived at the Apple company with one goal: to save Apple from bankruptcy and allow Steve Jobs continued to innovate.

At the time of Cook’s arrival, Apple was experiencing severe financial difficulties and Jobs needed someone to take care of the ‘boring’ part of the business.

Many would not have accepted the proposal, given the company’s scenario, but Cook seemed to have a vision similar to Jobs’ for Apple’s future.

Tim Cook: Steve Jobs’ last splash at Apple?

Telling Tim Cook’s story without mentioning Steve Jobs is an impossible mission. So, for context, we need to take a step back and tell you a little about the Apple history.

The then ‘Apple Computer Company’ was founded in 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne. However, in 1985, Jobs resigned due to differences with the company’s other leaders.

For a few years, Apple reaped the rewards of Jobs’ early creations. Gradually, however, she seemed to fall behind the competition.

When Jobs returned to the company in 1997, the financial situation was precarious and few believed in a comeback. The following year, he hired Tim Cook who began to put order in the house.

Known for his explosive personality and perfectionism, Jobs entrusted Cook with the task of optimizing the supply chain and global operation.

With that, Jobs was free to create. Then came the iPods, iPads, iPhones and so many other products transformed into consumer dreams.

The provisional becomes definitive

Tim Cook’s tenure as Apple’s CEO was only supposed to be provisional. He took over the role temporarily in 2009 so Jobs could treat pancreatic cancer. However, the founder of Apple succumbed to the disease.

Two months before Jobs’ death, in 2011, Cook effectively took over the role.

Even without Jobs, Apple continued to grow in market value under Cook’s leadership. Today, the company’s market value is approximately US$4 trillion.

In recent years, Apple has launched products such as Apple Watch and the AirPods. Cook also invested in services, such as Apple Music and Apple TV+diversifying the company’s sources of revenue.

The CEO did what he knew how to do from the beginning and made the company have an enviable supply chain.

Furthermore, it diversified its products and invested in renewable energy and privacy policies, gaining prominence in its environmental and ethical commitment.

But not everything is rosy.

Cook’s zucchinis

Despite revolutionizing efficiency, many argue that Apple lost not only its CEO with Jobs’ death, but the capacity for disruptive innovation that differentiated it from the competition.

Furthermore, even having diversified in theory, the company still depends on iPhone sales. To give you an idea, in the fourth fiscal quarter of 2025, this category alone represented 47% of the Apple revenue.

A sweet or poisoned apple?

Who will take care of the apple tree is John Ternuswho will only officially assume the position in September. The new CEO will face not only the challenge of taking care of the legacy of those who came before him, but of leading Apple to regain its capacity for innovation.

*Under the supervision of Ricardo Gozzi.