His first position was senior vice president for worldwide operations. Cook closed factories and warehouses, and replaced them with contract manufacturers; this resulted in a reduction of the company's inventory from months to days. Predicting its importance, his group had invested in long-term deals such as advance investment in flash memory since 2005. This guaranteed a stable supply of what became the iPod Nano, then iPhone and iPad. Competitors at Hewlett-Packard described their cancelled HP TouchPad tablet computer and later said that it was made from "cast-off, reject iPad parts". Cook's actions were recognized for keeping costs under control, and combined with the rest of the company, generated huge profits.
In January 2007, Cook was promoted to lead operations and was chief executive in 2009, while Jobs, in failing health, was away on a leave of absence. In January 2011, Apple's board of directors approved a third medical leave of absence requested by Jobs. During that time, Cook was responsible for most of Apple's day-to-day operations, while Jobs made most major decisions.
After Jobs resigned as CEO and became chairman of the board, Cook was named the new chief executive officer of Apple Inc. on August 24, 2011. Six weeks later, on October 5, 2011, Jobs died due to complications from pancreatic cancer. Forbes contributor Robin Ferracone wrote in September 2011: "Jobs and Cook proceeded to forge a strong partnership, and rescued the company from its death spiral, which took it from $11 billion in revenue in 1995 down to less than $6 billion in 1998 ... Under their leadership, the company went from its nadir to a remarkable $100 billion today".
Several other lawmakers criticized Cook in 2019 over Apple's decision to remove an app used by pro-democracy protesters in Hong Kong from its App Store. They accused Apple of censorship, and co-signed a letter to Cook that read, "Apple's decisions last week to accommodate the Chinese government by taking down HKMaps is deeply concerning. We urge you in the strongest terms to reverse course, to demonstrate that Apple puts values above market access, and to stand with the brave men and women fighting for basic rights and dignity in Hong Kong." Cook explained in an internal letter why the company removed the Hong Kong mapping app used by protesters to coordinate movements.
In 2016, Cook signed a $275 billion deal with Chinese officials. The deal – personally negotiated by Cook – paved the way for increased censorship by Apple in China, for example the removal of Muslim content, preventing users from entering numbers that refer to the date of the Tiananmen Square Massacre, censoring Chinese words like "human rights" or "democracy", and manipulating Apple Maps to support China in the Senkaku Islands dispute by making Chinese-claimed islands appear larger than they actually were. In August 2021, Cook received an approximate $750 million payout, selling more than five million shares in Apple, ten years after becoming CEO.
As Apple Inc. CEO, Cook regularly begins sending emails at 4:30 am each weekday, and in the past held Sunday-night staff meetings by telephone to prepare for the next week. In May 2013 Cook shared that his leadership focused on people, strategy, and execution; he explained, "If you get those three right the world is a great place." Under Cook's leadership, Apple increased its donations to charity, and in 2013 he hired Lisa Jackson, formerly the head of the Environmental Protection Agency, to assist Apple with the development of its renewable energy activities.
In 2018, at a privacy conference in Brussels, Cook expressed his opinions on the stockpiling of personal data by tech firms, suggesting that it amounted to surveillance and should make the public "very uncomfortable." In a meeting for the American Workforce Policy Advisory Board with President Donald Trump in March 2019, Trump referred to Cook as "Tim Apple". Cook leaned into the slip-up by changing his display name on Twitter to Tim Apple.
On January 20, 2025, Cook attended the standing room only second inauguration of Donald Trump inside the rotunda of the U.S. Capitol. Other billionaires were also there including Elon Musk, Mark Zuckerberg, and Jeff Bezos.
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