Apple’s long-serving Chief Executive Officer Tim Cook is once again at the centre of leadership speculation, as analysts warn the company may risk falling behind in the artificial intelligence (AI) race without a strategic shift at the top. A recent report from MarketWatch, quoting LightShed Partners analysts Joe Galone and Walter Piecyk, has ignited debate around Cook’s future and whether Apple now needs a CEO with a stronger product focus.
The analysts acknowledged Cook’s stellar financial performance, stating that he was “unquestionably the right CEO at the time of his appointment” and had “done a great job.” Under his leadership, Apple has sold over $2 trillion worth of iPhones and transformed into a $3 trillion company. Despite this, Galone and Piecyk believe a change in direction is needed to keep Apple competitive in the next phase of technological disruption.
Their core concern lies in Apple’s apparent slow response to the global AI boom. While rivals such as Microsoft, Google, and Meta are racing ahead with generative AI tools and advanced machine learning models, Apple’s progress has been more reserved—particularly in the consumer AI space.
“AI is going to reshape industries across the globe, and Apple could become one of its casualties if it doesn’t change its pace,” the analysts warned.
Apple’s AI Lag Raises Red Flags
Central to the criticism is the company’s much-hyped upgrade to Siri, Apple’s digital voice assistant. At the 2024 Worldwide Developers Conference (WWDC), Apple unveiled a revamped, more conversational Siri powered by “Apple Intelligence”—its AI framework designed to bring smarter interaction across devices.
More than a year later, however, that version of Siri remains unavailable to the public, and reports indicate continued delays. According to LightShed’s note, this signals a troubling pattern of “overpromising and underdelivering,” a rare but worrying trait for the tech giant.
Instances like these have fuelled concern that Apple is prioritising operational stability over innovation—particularly as key AI breakthroughs shift consumer expectations and industry benchmarks.
The analysts argue that Apple’s leadership needs to reflect the moment. Their view is that the company should pivot away from a supply-chain-led strategy and embrace a more product-centric leadership model.
This sentiment has grown following Apple’s recent appointment of Sabih Khan as Chief Operating Officer (COO), replacing Jeff Williams, who will retire later this year. Khan, a 30-year veteran, is widely respected for his role in managing Apple’s global supply chain, especially during the COVID-19 pandemic.
Yet, his elevation has been interpreted by some as a sign that Apple is doubling down on operational continuity at a time when bold product innovation may be more critical.
“Apple has always been known for its product-first approach under Steve Jobs. That spirit feels increasingly distant today,” the LightShed report suggests. “The next CEO must be a product visionary capable of steering Apple through the AI revolution.”
Among potential successors, John Ternus—Senior Vice President of Hardware Engineering—is emerging as a strong candidate. He currently oversees major product lines including the iPhone and Mac, and his hands-on role in hardware development aligns with the product-driven leadership model advocated by analysts.
A Leadership Legacy Under Question
Tim Cook, now in his 13th year as CEO, has earned widespread acclaim for scaling Apple’s business to unprecedented heights. His tenure has been marked by consistent profitability, market expansion, and a focus on supply chain resilience and environmental sustainability. However, critics argue that Apple under Cook has become too cautious in product experimentation and too slow in adopting emerging technologies.
Apple’s lag in AI, they argue, is a symptom of this broader leadership approach.
While there is no official indication that Cook is planning to step down, the broader industry conversation is shifting. As analysts from different quarters begin to question whether Apple’s current leadership is fit for the AI era, the company faces a critical decision point.
If a transition does occur, it would mark a historic moment in the tech world, potentially reshaping Apple’s identity for the next decade. For now, industry observers—and investors—are watching closely to see whether Apple will continue its current path or make a bold pivot toward the future.