Tim Cook’s 15-years as Apple CEO in 30+ data points

Apple CEO Tim Cook will in September become Apple Chairman of the board. To celebrate his 15-year stint as Apple leader I thought the following data points would be worth hanging onto. Cook has managed huge changes at the company, and the data doesn’t lie:

1) Tenure and scale

• Tenure: 15 years as CEO (Aug 2011–1 Sept 2026).
• Market cap: about $4.0T, roughly ~10× larger than the ~$350B valuation at the start of the period.

2) Financial performance (and shareholder outcomes)

• Revenue: from $108B to over $416B.
• Net income: fiscal year ending Sept 2025 delivered $112B—about 8× September 2010 (up ~699%).
• Profitability: operating margin about ~31.97% at FY2025 year-end; gross margin reported around ~46.9% in FY2025—consistent with a richer mix from Services.
• Revenue mix (FY2025): iPhone about $209.6B (roughly ~50% of revenue) and Services about $109.2B (roughly ~26%).
• Cash generation: in fiscal Q1 2026 (quarter ended Dec 27, 2025), Apple reported $54B operating cash flow.
• Capital returns: in that same quarter, Apple returned almost $32B to shareholders; across FY2025, net equity repurchased was reported around $90.7B.
• Share price: up roughly ~1,900% over the period.

3) Installed base, and services 

• Installed base: from around 135M devices to 2.5B active devices (Apple said 2.5B as of Jan 2026, up from 2.35B the year before).
• iPhone era concentration: about 87% of all iPhones ever sold (roughly 3B) were sold during Cook’s tenure.
• Services revenue: from roughly $2.95B (2011) to about $109B annually by 2025.
• Paid subscribers: 825M+ across Apple platforms.
• App Store scale: averaged 850M weekly users in 2025; developers have earned $550B on the platform since 2008.
• Why it matters: Services run at about 75%–76.5% gross margin—nearly double typical hardware gross margin (36%–40%).

4) Retail and footprint

• Retail: about 540 stores globally (roughly +200 added).
• China: about 50 stores.
• iPhone pricing power: average selling price (ASP) from $712 to $1,070.
• Headquarters: 175-acre Apple Park opened in 2017.

5) Getting into India

• Manufacturing scale: reporting citing people familiar with the figures says Apple assembled about 55M iPhones in India in 2025—around ~25% of global iPhone output.
• iPhone exports from India hit c.$12.8B in 2024 and reached $23B in 25 (
• Launched Apple retail in India.
• Developer economy: Apple says a study found the App Store ecosystem in India facilitated ₹44,447 crore (c.$5.31B) in billings and sales in 2024, with 94%+ accruing to developers without commission; 
• India-based developers’ global earnings have tripled over five years.

6) Innovation, acquisition, and more

• M&A: acquired 100+ companies, including the $3B purchase of Beats (2014).
• Platform control: executed the transition from Intel processors to in-house Apple Silicon (M1-M5).
• R&D: expanded roughly 4×, from about $2.5B to $10B.
• Capital investment: fiscal 2025 capital expenditures were reported around $12.72B, reflecting ongoing spend on infrastructure and capacity.

7) Sustainability while the business grows

• Materials: about 15,000 tons of plastic avoided.
• Emissions: cut Apple’s carbon footprint by about 60% even as the business expanded.
• U.S. commitment: announced plans to spend $500B+ in the U.S. over four years and hire 20,000 people.

8) People and operations

• Workforce: about 166,000 employees, up around 100,000 since Cook became CEO.

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