Access all our platforms from a single account.
Apple: an era ends, but what comes next?
Key takeaways
Tim Cook turned Apple into a compounding machine through iPhone scale, services growth, and massive share buybacks.
John Ternus now inherits a stronger Apple, but also one that needs a clearer hardware and artificial intelligence story.
The next era will be judged less by efficiency and more by whether Apple can still create products that feel new and necessary.
The end of one Apple, the start of another
Apple is one of the most successful companies ever built. It started in a garage in 1976 with Steve Jobs and Steve Wozniak. Now, after more than a decade under Tim Cook, the company is preparing for another leadership change, and that makes this more than a corporate handover. It is a moment that invites investors to ask a bigger question: what does the next version of Apple look like in an age shaped by artificial intelligence, new hardware, and much higher expectations?
Cook took over as chief executive officer, or CEO, in 2011 after Jobs. Since then, some critics have argued that Apple has become less radical and less inventive than it was in the Jobs years. That debate will probably never go away. What is much harder to debate is the shareholder outcome. Under Cook, Apple has delivered one of the great stock market runs of the modern era.
By September, John Ternus, Apple’s current hardware chief, is set to take over as CEO. That points to the start of a new phase for the company, one where the old “think different” spirit may need to find a more modern shape. Apple now has to prove that it can adapt to the artificial intelligence race not only with software, but also with products people actually want to use.
The Tim Cook years were less flashy, but hugely effective
From a shareholder perspective, Tim Cook’s time at the top has been extraordinary. Since he became CEO in 2011, Apple’s share price has risen by more than 1,800%. Over the same period, the S&P 500, the broad US stock market index, returned a little over 450%. That is not just outperformance. That is domination with very neat spreadsheets.
The financial story behind that success is quite straightforward. Since 2011, the iPhone has remained the core engine of the business. Apple generated just over 40 billion USD of iPhone revenue in 2011. Today, that figure is above 200 billion USD a year. Few products in corporate history have scaled with the same consistency, and even fewer have remained so central to a business for so long.
That matters because Cook’s Apple did not need to reinvent the wheel every other year. Instead, it turned one hugely successful product into a global ecosystem, then kept improving, expanding, and monetising that ecosystem with remarkable discipline. It is not the most romantic version of innovation, but investors rarely complain when discipline comes wrapped in compounding.
The quiet force behind the share price
There is another reason Apple’s stock has done so well under Cook, and it is a little less glamorous than a new product launch. Apple has generated enormous amounts of free cash flow, which is the cash left after the company has funded the investments needed to run and grow the business.
From 2010 to 2022, Apple’s annual free cash flow rose from a little over 20 billion USD to more than 110 billion USD. That gave management unusual flexibility. Apple could keep investing in the business, while also returning a huge amount of capital to shareholders through share buybacks.
Those buybacks matter more than many people realise. When a company reduces its share count over time, each remaining share represents a slightly larger claim on the business. In Apple’s case, that effect has been significant. Someone who owned 1% of Apple in 2012 would, with the same number of shares today, own roughly 1.8% of the company. That is a powerful tailwind, even if it does not make for a very exciting keynote presentation.
So, from an investor’s perspective, the Cook formula has been clear. Scale the iPhone. Build a larger and richer services layer around it. Generate huge free cash flow. Use part of that cash to buy back stock. It is a very effective model, even if it lacks the theatre of the Jobs years.
This is exactly why the transition to John Ternus matters. Apple’s problem is not that the Cook model failed. It is that the next decade may require a different balance. Under Cook, Apple became a master of optimisation. Under Ternus, it may need to become more ambitious again, especially in hardware.
That does not mean Apple has produced nothing new in recent years. AirPods and Apple Watch have both been successful, and they are far from trivial. But it is also true that several bigger hardware ambitions never quite became reality. Projects such as an Apple car or a television set never turned into major products, while the recently launched Vision Pro augmented reality, or AR, headset is still far from proving itself as a mass-market success.
Apple has also pushed more software-led extensions into the ecosystem, including Apple TV and Apple CarPlay. These are useful additions, but they do not fully answer the harder question investors are now asking. Where is the next major hardware category, and how does Apple make it feel essential in a world increasingly shaped by artificial intelligence?
The appointment of Ternus, who currently leads hardware, suggests Apple understands that question very well. The company may decide that the next phase requires a little less emphasis on buybacks and a little more emphasis on investment. Compared with Microsoft, Meta, Amazon, and Alphabet, Apple has spent far less on data centres and artificial intelligence infrastructure. That may continue, but the Ternus era could also mark the beginning of a more assertive Apple, one that invests more heavily in future devices, tighter hardware and software integration, and what it calls Apple Intelligence.
The real question for investors
For long-term investors, this is what makes the story timely and relevant. Apple is not trying to recover from weakness. It is trying to evolve from a position of enormous strength. That is a much better problem to have, but it is still a real test.
The next chapter will not be judged only on whether Apple can keep selling iPhones and expanding services. It will be judged on whether the company can still surprise people, shape new consumer habits, and turn artificial intelligence into something more tangible than a feature list. In other words, Apple now has to prove that operational excellence and bold product vision can still live in the same company at the same time.
That is what makes this leadership shift so interesting. One era ends with Apple richer, larger, and more efficient than ever. The next one begins with a simpler challenge, at least on paper: to show that the world’s most polished machine can still dream a little.
This material is marketing content and should not be regarded as investment advice. Trading financial instruments carries risks and historic performance is not a guarantee of future results.
The instrument(s) referenced in this content may be issued by a partner, from whom Saxo receives promotional fees, payment or retrocessions. While Saxo may receive compensation from these partnerships, all content is created with the aim of providing clients with valuable information and options.