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Apple CEO Tim Cook attends the opening of the new Apple Tower Theater retail store at Apple Tower Theatre on June 24, 2021 in Los Angeles, California.
JC Olivera | Getty Images

Ten years ago, Tim Cook was named CEO of Apple.

He had a tough task. His predecessor Steve Jobs founded the company, and returned from exile to bring Apple back from the brink of death and launch the products that defined Apple as a modern computing juggernaut: The iMac, iPod, iPhone and iPad.

But Cook says that Jobs told him to be his own leader, and never to ask “what would Steve do?” He took that advice, building a rigorous operational juggernaut and turning Apple into the most valuable publicly traded company in the world.

Under Cook, Apple shored up the iPhone business and bolstered it with a constellation of new products that attract new customers and entrench current customers in Apple’s world. Since 2011, the company has released several new products, including the Apple Watch and AirPods.

Cook’s Apple is significantly bigger than it was when he took over, and it also faces new challenges, from navigating politics around the world to the perennial question about what its next big product is.

Ultimately, Apple’s board is happy with Cook and his performance. In September, Apple’s board granted Cook shares and performance-based awards that could give him more than 1 million Apple shares through 2026, his first stock grant since he took over.

Here’s Cook’s 10-year report card.

Revenue

Cook had been acting CEO before he officially took over, but the difference between the quarter before Cook took charge and today’s sales underscores how much larger Apple has gotten.

In the third fiscal quarter of 2011, Apple reported $28.57 billion in revenue. This year, in the same quarter and the most recent quarter which figures are available, Apple reported $81.4 billion in sales — nearly three times as much.

Apple’s iPhone alone accounted for nearly $39.6 billion last quarter, which is more than the company’s entire sales when Cook took over.

Stock price and market cap

Investors would be happy if they bought Apple on Cook’s first day. An investment of $1,000 in Apple stock on Aug. 24, 2011, would be worth more than $16,866 as of Monday, an over 32% annual rate of return if they reinvested all dividends. The S&P 500 only returned just more than 16% annually over the same period.

Apple has worked to reduce its share count through of stock buybacks. Apple CFO Luca Maestri said in July that the company has spent more than $450 billion on buybacks and dividends since it started its capital return program in 2012.

In 2011, Apple had 929,409,000 shares outstanding. In October it had 17,001,802,000 shares outstanding, but that was after a 4-1 stock split in 2020 and a 7-1 stock split in 2014. As of October, Apple had the equivalent of 607,207,214 in 2011 shares outstanding, or a 35% decrease since Cook took over.

Apple is the most valuable publicly traded company, worth more than $2.4 trillion, edging out other giants such as Microsoft and Amazon.

One thing propelling Apple’s market cap is the company’s new focus on its services business. The catch-all category includes software subscriptions like iCloud and Apple Music, App Store downloads and a portion of transactions users make in the apps they download, AppleCare warranties, money from Google to make its search engine the default on iPhone, and cuts from its Apple Pay payments service. Apple first started to call attention to the previously sleepy category in 2015 as iPhone growth slowed.

Apple has started to release new products to bolster its services that bill on a recurring basis, including Apple News+, a digital magazine bundle, and Apple TV+, a competitor to Netflix. It’s also bundling its services in a subscription called Apple One. Most recently, it’s started to add privacy features to paid iCloud accounts.

The growth of Apple’s services business from $2.95 billion in fiscal 2011 to $53.77 billion in fiscal 2020 has given investors confidence that it can find new revenue streams even as iPhone sales slow.

New products

Steve Jobs, chief executive officer of Apple Inc., unveils the iPhone 4 during his keynote address at the Apple Worldwide Developers Conference (WWDC) in San Francisco, California, U.S.
David Paul Morris | Bloomberg | Getty Images

Jobs was known as a product-focused CEO who was involved in the development of new devices from their conception until they were on store shelves.

Cook isn’t as product focused as his predecessor, but his Apple has managed to launch several new successful products.

In 2015, Apple released Apple Watch, a companion for the iPhone that tracked heart rate, displayed notifications and worked with a variety compatible watch bands from fashion brands like Hermes.

While Apple has never released unit sales numbers or even direct revenue from the watch, one estimate from Counterpoint Research says that Apple shipped 33.9 million watches in 2020, far outpacing Huawei, the second-place company, which only shipped 11 million smartwatches.

Apple also released AirPods in 2016. Similarly, Apple has never announced financial results from the AirPods, but the company’s wireless headphones accounted for just under half of wireless headphone sales in 2020, according to Strategy Analytics.

In 2011, Apple’s “other” category, at the time called “peripherals and other hardware,” reported $2.3 billion in sales. By 2020, after being bolstered by the release of both Apple Watch and AirPods, it had more than $30.6 billion in revenue and the moniker Wearables, Home and Accessories.

Apple’s main product remains the iPhone, which accounted for 47% of the company’s sales in the most recent quarter. But under Cook’s watch, the iPhone has improved on a rigorous annual release schedule. When Cook took over, the most advanced iPhone was the iPhone 4, with a 5 megapixel camera and a 3.5-inch screen. Modern iPhone 12 devices can come with as many as three cameras, 6.7-inch screens and an Apple-designed processor that rivals the fastest computer chips.

Prices have risen, too — the iPhone 4 cost $599 for an entry-level model ($199 with a carrier contract). Today, Pro models start at $999.

Challenges

Steve Proehl | Corbis Unreleased | Getty Images

A month after Cook took over, Apple had 60,400 full-time employees. Now it has 147,000 full-time employees in countries around the world, according to a filing last fall.

Apple’s global operations will create new challenges for the company. Cook personally navigated a relationship with former President Donald Trump as the U.S. placed tariffs on parts and products that Apple imports. It also faces pressure from China and other governments over the apps it has in its store and how it operates its cloud services.

In the U.S., Apple has been lumped in with other dominant tech companies as having too much power. In Apple’s case, regulators and critics have focused on the App Store, the only way for consumers to install software on an iPhone. Detractors claim it has arbitrary rules and decry Apple’s cut of 30% of most purchases, which they say is too much.

Later this year, a judge in Oakland, California, will decide whether Apple broke antirust laws, prompted by a lawsuit from Fortnite maker Epic Games. Cook testified in court for the first time as CEO during that trial. Apple also faces legislation currently being debated in Congress which would force the company to change the way it administers its software stores. Apple has denied that it holds a monopoly over its app store.

Apple also gets questions about what its next big product may be. It’s been investing heavily in researching self-driving electric cars, but a release date is likely years away. It is working in the health world to allow users to store medical records and communicate with their doctors, but Apple hasn’t released any health hardware except for its Apple Watch. Apple is also working on virtual reality and augmented reality headsets, but those would represent a big new category that hasn’t yet caught on with consumers.

Whatever comes next for Apple,, Cook remains a steady hand at its helm.

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Early Revolut backer invests in AI-focused finance software startup Light

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Early Revolut backer invests in AI-focused finance software startup Light

Light uses artificial intelligence to automate companies’ finance and accounting functions.

Light

Danish startup Light is the latest in a series of European tech firms raising cash as venture capitalists search for the next big thing in artificial intelligence.

Founded in 2022, Light develops software that uses AI to automate various functions that exist within businesses’ finance teams, including accounting, bookkeeping and financial reporting.

The Copenhagen-headquartered company told CNBC that it had raised $30 million in a Series A funding round led by Balderton Capital, an early investor in fintech unicorns Revolut and GoCardless.

Atomico, Cherry Ventures, Seedcamp and Entrée Capital also invested in the round, along with angel investors including Hugging Face co-founder Thomas Wolf and Meta board member Charlie Songhurst.

Light plans to use the cash to “double down on the commercial side” of the business, Jonathan Sanders, Light’s CEO and co-founder, told CNBC. The startup recently opened an office in London and says it is planning to open one in New York to meet U.S. demand.

Light isn’t the only startup out there using AI to streamline companies’ finance and accounting processes.

Pigment, a business planning and forecasting platform designed to be more user-friendly than Microsoft Excel, last year raised $145 million at a valuation north of $1 billion. More recently, accounting software startup Pennylane raised 75 million euros ($88.4 million), doubling its valuation to 2 billion euros.

Currently, the market for software that helps companies manage their finances is dominated by industry behemoths like Microsoft, Oracle and SAP. However, these systems can often be cumbersome, requiring specialists to “tinker around the edges for a year or two just to make it work,” according to Sanders.

“We service fast-growing, fast-scaling companies who need a system where they can expand really fast,” Sanders told CNBC. Light’s customers include Lovable, the buzzy Swedish AI firm recently valued at $2 billion, and Sana Labs, which is being acquired by Workday for $1.1 billion.

Read more CNBC tech news

Sanders said AI can rapidly transform how companies handle their finances. “The future of numbers is text,” he says. For example, rather than sifting through company policies to find a team’s meal allowance, this can be automated by an AI agent that has access to the relevant documents.

Moving forward, Light wants to focus on large, enterprise-level customers that struggle with “broken processes and workflows,” according to Sanders. “No human team can continuously analyze, reconcile and update thousands of pages of policies for coherence,” he told CNBC.

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Nvidia’s investment in OpenAI will be in cash, and most will be used to lease Nvidia chips

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Nvidia's investment in OpenAI will be in cash, and most will be used to lease Nvidia chips

OpenAI CEO Sam Altman speaks to media following a Q&A at the OpenAI data center in Abilene, Texas, U.S., Sept. 23, 2025.

Shelby Tauber | Reuters

Nvidia’s massive investment in OpenAI, announced earlier this week, will put billions of dollars into the coffers of the artificial intelligence startup to use as it sees fit. But most of the money will go towards use of Nvidia’s cutting-edge chips.

The agreement between the two companies was big on numbers but thin on specifics. They said the investment would reach up to $100 billion, paid out as AI supercomputing facilities open in the coming years, with the first one coming online in the second half of 2026.

The timing of the buildouts and the cost of each data center remains up in the air. However, what’s become clear is that OpenAI plans to pay for Nvidia’s graphics processing units (GPUs) through lease arrangements, rather than upfront purchases, according to people familiar with the matter who asked not be named because the details are private.

Nvidia CEO Jensen Huang, who described this week’s deal as “monumental in size,” has estimated that an AI data center with a gigawatt of capacity costs roughly $50 billion, with $35 billion of that used to pay for Nvidia’s GPUs. By leasing the processors, OpenAI can spread its costs out over the useful life of the GPUs, which could be up to five years a person said, leaving Nvidia to bear more of the risk.

The Information previously reported on some aspects of the lease arrangement.

Tech giants ramp up AI spending

Nvidia agreed to invest over time as OpenAI’s data centers get up and running. The initial $10 billion will be available to OpenAI soon, and help the company work towards deploying its first gigawatt of capacity, a source told CNBC.

While Nvidia’s equity investment could help OpenAI with hiring, marketing and operations, the biggest single item it will be used for is compute, the people said. And that’s almost entirely directed at Nvidia’s GPUs, which are key to building and training large language models and for running AI workloads.

As a non-investment-grade startup that lacks positive cash flow, financing remains costly. OpenAI executives have called equity the most expensive way to fund data centers, and said that the company is preparing to take on debt to cover the remainder of the expansion. 

In addition to offering a cost-efficient way for OpenAI to access chips, Nvidia’s lease option and long-term commitment can help the company land better terms from banks when it comes to raising debt, a person said.

An Nvidia spokesperson declined to comment.

‘They will get paid’

Speaking to CNBC in Abilene, Texas, home to the first new data center, OpenAI CFO Sarah Friar pointed to the role Oracle and Nvidia are playing in the financing. Oracle, one of OpenAI’s partners on the Stargate project, is leasing the Abilene facility, and OpenAI will eventually pay for the operations.

“Folks like Oracle are putting their balance sheets to work to create these incredible data centers you see behind us,” Friar said. “In Nvidia’s case, they’re putting together some equity to get it jumpstarted, but importantly, they will get paid for all those chips as those chips get deployed.”

She said all the big partners are needed to help relieve a dramatic shortage of capacity.

“What I think we should all be focused on today is the fact that there’s not enough compute,” Friar said. “As the business grows, we will be more than capable of paying for what is in our future more compute, more revenue.”

The steel frame of data centers under construction during a tour of the OpenAI data center in Abilene, Texas, U.S., Sept. 23, 2025.

Shelby Tauber | Reuters

Still, the OpenAI-Nvidia deal has raised some concerns about the sustainability of the AI boom.

Nvidia’s march to a $4.3 trillion market cap has been driven by GPU sales to OpenAI as well as to tech megacaps like Google, Meta, Microsoft and Amazon. OpenAI’s path to a $500 billion private market valuation has been enabled by hefty investments from Microsoft and others that allow the company to burn billions of dollars in cash while building its AI models that power services including ChatGPT.

Jamie Zakalik, an analyst at Neuberger Berman, said the Nvidia deal is the latest example of OpenAI raising money that it pours right back into the company providing the capital.

Investors are concerned about the “circular nature of this deal goosing up everyone’s earnings and everyone’s numbers,” said Zakalik. “But it’s not actually creating anything.”

Asked about those fears, Altman told CNBC the company is focused on driving real demand.

“We need to keep selling services to consumers and businesses — and building these great new products that people pay us a lot of money for,” he said. “As long as that keeps happening, that pays for a lot of these data centers, a lot of chips.”

— CNBC’s Kif Leswing contributed to this report

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Oracle, OpenAI and SoftBank unveil $400 billion Stargate data center expansions

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Instagram now has 3 billion monthly active users

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Instagram now has 3 billion monthly active users

Instagram has installed a new privacy setting which will default all new and existing underage accounts to an automatic private mode.

Brandon Bell | Getty Images

Instagram now has 3 billion monthly active users, Meta CEO Mark Zuckerberg said on his Instagram account on Wednesday.

“What an incredible community we’ve built here,” Zuckerberg posted on his Instagram channel.

The figure is a major milestone for the photo-sharing app, which the social media company acquired in 2012 for $1 billion.

Meta last disclosed Instagram’s user figures in October 2022 when Zuckerberg said during an earnings call that the app had crossed 2 billion monthly users.

Meta said in April 2024 that it would no longer disclose the monthly and daily active user numbers for Facebook and its sibling apps on a quarterly basis. Since then, Meta has been reporting each quarter the number of daily active people using its family apps. That figure reached 3.48 billion, the company said in July, topping analysts’ estimates of 3.45 billion.

With 3 billion monthly users, Instagram joins the ranks of the Facebook and WhatsApp platforms.

Zuckerberg in January said that the Facebook app “is used by more than 3 billion monthly actives.” In April, Zuckerberg told analysts that WhatsApp had “more than 3 billion monthly actives.”

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Meta unveils new AI glasses lineup

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