Tim Cook's Legacy Is Turning Apple Into a Subscription

Tim Cook's Legacy Is Turning Apple Into a Subscription The soon-to-exit Apple CEO went all in on services. Now, the incoming CEO, John Ternus, will need to embrace the AI era. Tim Cook's tenure as CEO at Apple, which is coming to a close September 1, will likely be defined by operational efficiency and financial growth, ushering Apple into its trillion-dollar era. But his most significant achievement might be in doubling down on Apple's services business, which includes iCloud, the App Store, Apple Music, Apple TV+, News+, and more. It's the subscription layer on top of iOS, and almost all of the service apps are tightly integrated with Messages, the glue that keeps people stuck to their iPhones .