Tim Cook’s Legacy Is Turning Apple Into a Subscription

Under Tim Cook, Apple evolved from a hardware company into a platform-driven business anchored by iCloud, the App Store, Apple Music, and other services.

Services revenue has hit record levels and become Apple’s main profit engine, reducing the company’s reliance on the iPhone through recurring subscriptions.

But Apple’s generative AI push has lagged, raising doubts about Siri and Apple Intelligence as the company’s next big platform.

As leadership changes continue, incoming CEO John Ternus will need to prove Apple can translate its services model into a credible AI strategy.