In a striking commentary on Apple’s future, analysts at LightShed Partners now argue that it’s time to replace Tim Cook as CEO, advocating for a product-focused CEO Apple needs to reignite innovation amid mounting AI challenges.
Why Now: Innovation vs Logistics
LightShed’s analysts, Walter Piecyk and Joe Galone, contend that Tim Cook’s strengths—operations and logistics—were precisely what Apple needed in earlier years. However, as the tech landscape shifts toward disruptive products and artificial intelligence, they argue that the company requires leadership with a sharper focus on invention rather than efficiency. “Apple now needs a product‑focused CEO, not one focused on logistics,” they assert.
They acknowledge Cook’s solid performance—under his leadership, Apple delivered more than a 1,400% stock gain since 2011—but warn that if the company continues to lag in AI, its long‑term trajectory could be endangered.
AI Setback: A Missed Opportunity
A core concern from the analysts is Apple’s struggle to keep pace with rivals in AI. Despite announcing its “Apple Intelligence” initiative in 2024, the company has failed to deliver substantial progress. This lack of innovation contrasts sharply with advances from Meta, Microsoft, and Nvidia, whose stocks have soared in 2025, while Apple shares have dropped by nearly 15%.
The analysts warn that overreliance on Apple’s historic advantages could be risky, as such moats tend to collapse during disruptive technological shifts.
Leadership Transition: Big Changes Underway
Apple is already undergoing a significant leadership reshuffle. Chief Operating Officer Jeff Williams—once considered a potential successor to Cook—will retire later this year. He will be replaced by veteran operations executive Sabih Khan, who will lead the global supply chain effort much like Cook did in his earlier tenure.
With Williams stepping aside, LightShed perceives this leadership vacuum as the ideal moment for broader executive change, not continuity. They specifically call for a CEO capable of steering Apple toward more breathtaking product innovation.
Who Could Replace Cook?
Potential internal replacements include John Ternus, Senior Vice President of Hardware Engineering, who has led iPhone, iPad, Mac, and AirPods development and is now viewed as a likely candidate for future CEO succession. Other executive leaders often mentioned include Craig Federighi and Deirdre O’Brien, though analyst commentary emphasizes the urgency of selecting someone who can drive product strategy—not just operations.
Risks and Boardroom Calculus
So far, there’s no indication that Tim Cook plans to step down imminently, and the Apple board hasn’t signaled dissatisfaction publicly. Many industry observers believe Cook remains committed to his role and that any transition would be carefully planned and gradual.
Nonetheless, with recent C-suite exits and an underwhelming AI rollout, calls are rising for leadership that can redefine Apple’s future rather than simply maintain its past successes.
Why It Matters: Apple’s Next Chapter
For years, Apple’s reputation was built around revolutionary products like the iPhone, iPad, and MacBook. Today’s critics argue that except for iterative upgrades, few innovations have matched the transformative impact of earlier launches. Now, with strong competition in the AI space and product categories stagnating, many see a pivotal moment arriving—one that demands bold leadership.
Under pressure to maintain market relevance and deliver the next generation of breakthrough devices, Apple needs a product-focused CEO more than ever.
Photo Credit: Bloomberg
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