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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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TSMC first-quarter profit tops estimates, rising 60%, but Trump trade policy threatens growth

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TSMC first-quarter profit tops estimates, rising 60%, but Trump trade policy threatens growth

A motorcycle is seen near a building of the Taiwan Semiconductor Manufacturing Company (TSMC), which is a Taiwanese multinational semiconductor contract manufacturing and design company, in Hsinchu, Taiwan, on April 16, 2025.

Daniel Ceng | Anadolu | Getty Images

Taiwan Semiconductor Manufacturing Company on Thursday beat profit expectations for the first quarter, thanks to a continued surge in demand for AI chips.

Here are TSMC’s first-quarter results versus LSEG consensus estimates:

  • Revenue: $839.25 billion New Taiwan dollars, vs. NT$835.13 billion expected
  • Net income: NT$361.56 billion, vs. NT$354.14 billion 

TSMC’s reported net income increased 60.3% from a year ago to NT$361.56 billion, while net revenue in the March quarter rose 41.6% from a year earlier to NT$839.25 billion.

The world’s largest contract chip manufacturer has benefited from the AI boom as it produces advanced processors for clients such American chip designer Nvidia.

However, the company faces headwinds from the trade policy of U.S. President Donald Trump, who has placed broad trade tariffs on Taiwan and stricter export controls on TSMC clients Nvidia and AMD.

Semiconductor export controls could also be expanded next month under the “AI diffusion rules” first proposed by the Biden administration, further restricting the sales of chipmakers that use TSMC foundries.

Taiwan currently faces a blanket 10% tariff from the Trump administration and that could rise to 32% after the President’s 90-day pause of his “reciprocal tariffs” ends unless it reaches a deal with the U.S.

As part of efforts to diversify its supply chains, TSMC has been investing billions in overseas facilities, though the lion’s share of its manufacturing remains in Taiwan.

In an apparent response to Trump’s trade policy, TSMC last month announced plans to invest an additional $100 billion in the U.S. on top of the $65 billion it has committed to three plants in the U.S.

On Monday, AMD said it would soon manufacture processor chips at one of the new Arizona-based TSMC facilities, marking the first time that its chips will be manufactured in the U.S.

The same day, Nvidia announced that it has already started production of its Blackwell chips at TSMC’s Arizona plants. It plans to produce up to half a trillion dollars of AI infrastructure in the U.S. over the next four years through partners, including TSMC.

Taiwan-listed shares of TSMC were down about 0.4%. Shares have lost about 20% so far this year.

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Nvidia says it follows export laws ‘to the letter’ a day after AI chip sales to China stopped

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Nvidia says it follows export laws 'to the letter' a day after AI chip sales to China stopped

Jensen Huang, co-founder and chief executive officer of Nvidia Corp., during the opening ceremony of the Siliconware Precision Industries Co. (SPIL) Tan Ke Plant in Taichung, Taiwan, on Thursday, Jan. 16, 2025. 

An Rong Xu | Bloomberg | Getty Images

A day after Nvidia revealed it would incur $5.5 billion in costs related to canceled orders for the H20 chip, which the government said this week requires a license to export to China, the company said it abides by rules on where it can sell its artificial intelligence processors.

“The U.S. government instructs American businesses on what they can sell and where — we follow the government’s directions to the letter,” an Nvidia representative said in a statement.

Nvidia said the statement was in response to a House Select Committee focused on national security threats from China, which opened an investigation into Nvidia’s sales on Wednesday. The H20 was introduced by Nvidia after the Biden administration restricted AI chip exports in 2022. It’s a slowed-down version intended to comply with U.S. export controls.

Nvidia’s brief comment is an indication of how the company is going to defend its business in Washington, D.C., as its technology draws increased scrutiny related to national defense and security. The company’s stock price tumbled almost 7% on Wednesday.

Nvidia’s chips have the vast majority of the market for AI applications, and some were used by China’s DeepSeek to build R1, which upended markets in January.

On Wednesday, the chipmaker touted the taxes it paid, its U.S.-based workforce, and its role as a technology leader.

The company’s exports even help the U.S. fix its trade deficit, the statement said, directly addressing President Trump’s stated reason for introducing tariffs earlier this month.

Trump chip ban hits Nvidia: Why Huawei is set reap the benefits

“NVIDIA protects and enhances national security by creating U.S. jobs and infrastructure, promoting U.S. technology leadership, bringing billions of dollars of tax revenue to the U.S. treasury, and alleviating the massive U.S. trade deficit,” according to the statement.

One challenge for Nvidia is that the H20 was legal for export to China until last week, under previous Biden administration rules. But the House Select Committee said on Wednesday the sale of H20 chips for the past year was effectively a “loophole.”

“The technology industry supports America when it exports to well-known companies worldwide – if the government felt otherwise, it would instruct us,” Nvidia said in its statement.

The government is also investigating whether shipments of restricted chips to China went through Singapore, Nvidia’s second-largest market by billing address with just under $24 billion in sales in the company’s past fiscal year, according to filings.

Nvidia clarified on Wednesday that its Singapore revenue indicates sales with a billing address in the country, often for subsidiaries of U.S. customers.

“The associated products are shipped to other locations, including the United States and Taiwan, not to China,” Nvidia said.

In addition to Chinese export controls and the congressional investigation, Nvidia also faces additional restrictions on what it can export starting next month, under “AI diffusion rules” first proposed by the Biden administration.

WATCH: Nvidia’s $5.5 billion hit may prove the AI digestion phase is here

Nvidia's $5.5B hit may prove the AI digestion phase is here, says Niles Investment's Dan Niles

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Former cybersecurity agency chief Chris Krebs leaves SentinelOne after Trump targets him in executive order

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Former cybersecurity agency chief Chris Krebs leaves SentinelOne after Trump targets him in executive order

Former Cybersecurity and Infrastructure Security Agency Director Chris Krebs testifies before a Senate Homeland Security and Governmental Affairs hearing to examine claims of voter irregularities in the 2020 election, in the Dirksen Senate Office Building, in Washington, U.S., December 16, 2020.

Jim Lo Scalzo | Reuters

A week ago, President Donald Trump signed an executive order targeting former Cybersecurity and Infrastructure Security Agency Chief Chris Krebs, and calling on the government to suspend the security clearances of any entities with whom he’s associated. The order specifically named SentinelOne, Krebs’ employer.

On Wednesday, Krebs announced his resignation from SentinelOne, a cybersecurity company with a $5.6 billion market cap. While Krebs said the choice was his alone, his swift departure is the latest example of the effect Trump is having on the private sector when it comes to pressuring people and institutions that he personally dislikes.

Krebs had served as SentinelOne’s chief intelligence and public policy officer since late 2023, when the company acquired his consulting firm.

“For those who know me, you know I don’t shy away from tough fights,” Krebs wrote in an email to SentinelOne staffers that the company posted on its website. “But I also know this is one I need to take on fully — outside of SentinelOne. This will require my complete focus and energy. It’s a fight for democracy, for freedom of speech, and for the rule of law. I’m prepared to give it everything I’ve got.”

Krebs served as the first CISA director from 2018 until he was fired in November 2020 after declaring that the presidential election, which Democrat Joe Biden won, was “the most secure in American history.” CISA is part of the Department of Homeland Security.

In his executive order on April 9, which took the extraordinary approach of going after a specific individual, Trump called Krebs a “bad-faith actor who weaponized and abused his Government authority.”

“Krebs’ misconduct involved the censorship of disfavored speech implicating the 2020 election and COVID-19 pandemic,” the order said. “Krebs, through CISA, falsely and baselessly denied that the 2020 election was rigged and stolen, including by inappropriately and categorically dismissing widespread election malfeasance and serious vulnerabilities with voting machines.”

Trump directed the attorney general, director of national intelligence and “all other relevant agencies” to suspend “any active security clearances held by individuals at entities associated with Krebs, including SentinelOne, pending a review of whether such clearances are consistent with the national interest.”

The Wall Street Journal was first to report on Krebs’ departure from SentinelOne, publishing a story on Wednesday based on an interview with Krebs. He told the Journal that he was leaving to push back on Trump’s efforts “to go after corporate interests and corporate relationships.”

The demands on SentinelOne resemble campaigns that President Trump has waged against law firms and universities that he’s tried to strongarm into making significant changes in how they operate or else lose government contracts or funding.

SentinelOne, which uses artificial intelligence to detect threat and prevent cyberattacks, doesn’t disclose how much of its revenue comes from the government. But the company acknowledges in the risk factors section of its financial reports that it relies on government agencies for some of its business and can be hurt by changes in policy.

“Our future growth depends, in part, on increasing sales to government organizations,” the latest quarterly filing says. Specific to Trump, SentinelOne said that the establishment of the Department of Government Efficiency, which Elon Musk is running, could lead to budgetary changes that “adversely affect the funding for and purchases of our platform by government organizations.”

SentinelOne CEO Tomer Weingarten told employees in a memo, also posted to the company’s site on Wednesday, that Krebs “helped shape important conversations and strengthened public-private collaboration.” The company previously said, in a blog post after the executive order, that fewer than 10 employees had security clearances.

“Accordingly, we do not expect this to materially impact our business in any way,” the post said.

WATCH: Krebs on cyberthreats

Fmr. CISA Director Chris Krebs on cyberthreats: Expect an increase of offensive cyber activity

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