The Atlantic | It Doesn’t Matter Who Runs Apple by Ian Bogost
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Tim Cook is leaving Apple after 15 years as CEO, a tenure that turned the visionary‑driven firm of Steve Jobs into a massive but increasingly ordinary powerhouse: under Cook Apple’s market value surged to $4 trillion, its revenues quadrupled, and products such as the Apple Watch, AirPods and a suite of services became cultural staples, yet the company’s once‑radical edge dulled, reflected in the underwhelming Vision Pro and a shift toward routine upgrades rather than breakthrough inventions. Cook’s background as an operations executive transformed Apple into an efficient manufacturing giant, but his lack of risk‑taking left the brand feeling “boring” and its public presentations polished yet characterless. With senior hardware engineer John Ternus slated to succeed him, Apple now epitomizes the broader pattern of revolutionary tech firms—Microsoft, Google, Meta—settling into stable, insider‑led leadership as they age, swapping the mythic founder narrative for reliable, if unexciting, corporate continuity.
Read more: https://www.theatlantic.com/ideas/2026/04/tim-cook-ternus-apple/686893/?utm_source=feed
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