How Tim Cook Made Apple Bigger, Richer—and Boring

Tim Cook became Apple’s leader after Steve Jobs in 2011.

Jobs told him to do what was right instead of trying to copy him.

Cook made Apple’s launches and leadership less dramatic and more predictable.

However, Apple became much larger and richer under his leadership.

It sold more devices and added services such as music, storage, television and payments.

These services helped Apple earn money from people who already owned its products.

Cook also worked to control suppliers, technology and manufacturing.

Critics say Apple may have waited too long to respond to generative artificial intelligence.

The article argues that making Apple dependable and systematic was Cook’s major achievement.