Under Cook, Apple has built a tightly integrated ecosystem of products and services that shapes how consumers engage with the brand. While the iPhone \u2014 launched under Jobs \u2014 remains its main revenue driver, an expanded services lineup that Cook shepherded, along with devices like the Apple Watch, has helped sustain its relevance.<\/p>\n
Cook became CEO in 2011, succeeding Apple’s late cofounder and inheriting one of the world’s largest companies, known for iconic product launches and flashy presentations.<\/p>\n
Though Jobs is mostly closely associated with the iPhone, Cook has overseen both wildly successful hits and notable misses.<\/p>\n
Take a look at pivotal products from Cook’s time as CEO.<\/p>\n
iPad Mini<\/p>\n
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The iPad Mini came out in 2012.<\/p>\n
Bloomberg\/Bloomberg via Getty Images <\/p>\n
The first iteration of the iPad Mini came out in 2012. It was a smaller, lighter version of Apple’s original iPad and sold for $329 at the time. It allowed Apple to compete with lower-cost tablets while appealing to users who prioritized convenience, reading, and one-handed use.<\/p>\n
iPad Pro<\/p>\n
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The iPad Pro offered a higher-tier tablet.<\/p>\n
Bloomberg\/Bloomberg via Getty Images <\/p>\n
The iPad Pro launched in 2015. It marked a turning point for Apple’s tablet strategy, shifting the iPad from a device primarily used for browsing and media consumption into a more powerful tool for productivity and professional use.<\/p>\n
With features like the Apple Pencil, Smart Keyboard, and a larger, more capable design, Apple positioned the iPad as a potential laptop alternative.<\/p>\n
Apple Watch<\/p>\n
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The Apple Watch took hold of the fitness community.<\/p>\n
Stephen Lam\/Getty Images <\/p>\n
When it debuted in 2015, the Apple Watch<\/a> marked the company’s first entirely new hardware launch since the Jobs era. It. More than 10 years later, the smartwatch is a consistent top performer for Apple in terms of revenue.<\/p>\n The Apple Watch found its footing in fitness and health tracking, with features such as heart rate monitoring and, later, electrocardiogram capabilities.<\/p>\n AirPods<\/p>\n AirPods Pro are an iteration of the original AirPods.<\/p>\n Justin Sullivan\/Getty Images <\/p>\n Launched in 2016, Apple’s Bluetooth earbuds \u2014 AirPods \u2014 quickly became a hit, widely adopted by iPhone users. The device has since spawned iterations such as the AirPods Pro and AirPods Max headphones.<\/p>\n iPhone X<\/p>\n The iPhone X marked the 10th anniversary of the iPhone.<\/p>\n Alex Tai\/SOPA Images\/LightRocket via Getty Images <\/p>\n The iPhone X, which debuted in 2017, marked a major hardware shift in the iPhone. It got rid of the home button that Apple’s handheld devices were known for.<\/p>\n At the time of its launch, Apple fans lined up for days<\/a> in anticipation. It marked the 10th anniversary of the iPhone and came with Face ID, a feature Apple still uses.<\/p>\n HomePod<\/p>\n The HomePod is Apple’s smart speaker.<\/p>\n Bloomberg\/Bloomberg via Getty Images <\/p>\n The HomePod launch in 2018 marked Apple’s entry into the smart speaker market, but with a focus on premium audio quality over mass-market adoption. Unlike competitors, Apple positioned HomePod as a high-end music device integrated with its streaming service Apple Music and its ecosystem.<\/p>\n Vision Pro<\/p>\n The Apple Vision Pro launched in February 2024.<\/p>\n Cheng Xin\/Getty Images <\/p>\n In June 2023, Apple unveiled its mixed-reality headset, calling it the “most advanced personal electronics device ever.” Priced at $3,499, the device features 12 cameras and a technology called Eyesight, which lets others see the wearer’s face as they approach.<\/p>\n The Vision Pro<\/a> received a mixed response from consumers due to its price point and lack of a killer app that differentiated it from other headsets.<\/p>\n iPhone Air<\/p>\n The iPhone Air is Apple’s thinnest phone.<\/p>\n credit should read CFOTO\/Future Publishing via Getty Images <\/p>\n Apple released the iPhone Air<\/a> alongside the iPhone 17 family in September 2025. At 5.6 millimeters, the iPhone Air is Apple’s thinnest phone yet. Apple said the new phone combines “strength, lightness, and durability.”<\/p>\n MacBook Neo<\/p>\n The MacBook Neo is Apple’s most affordable laptop yet.<\/p>\n Bloomberg\/Getty Images <\/p>\n In March 2026, Apple unveiled the MacBook Neo<\/a>. At $599, it’s Apple’s most affordable laptop yet. It features a 13-inch display and is powered by the A18 Pro chip \u2014 a chip usually found in iPhones. It comes in the colors indigo, blush, citrus, and silver.<\/p>\n “We’re so excited to bring the magic of Mac to even more people around the world,” CEO Tim Cook said in an X post when the product launched.<\/p>\n Tech reviewer Marques Brownlee<\/a> called the MacBook Neo “potentially Apple’s most disruptive product in the last 10-plus years,” and an exec at one PC maker said it was a “shock to the entire market<\/a>.”<\/p>\n Apple Services<\/p>\n Apple TV streaming service is one of the drivers of Apple’s services business.<\/p>\n Tommaso Boddi\/Getty Images <\/p>\n<\/p>\n
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