Apple CEO Tim Cook should be replaced, claims research firm.

Apple's CEO, Tim Cook, may be facing replacement, reports research firm LightShed Partners. In their analysis published by Bloomberg, analysts Walter Piecyk and Joe Galone note that Apple needs a product-focused CEO rather than one focused on logistics. Bloomberg highlights that the company's stock has lagged behind competitors like Microsoft and Meta this year, particularly due to a loss of ground in the race for artificial intelligence implementation. Apple's shares have dropped by 16% in 2025, while Meta and Microsoft have seen gains of 25% and 19%, respectively. The report emphasizes that losing leadership in the field of artificial intelligence could significantly impact the company's long-term development and growth potential. Artificial intelligence is transforming many sectors of the global economy, and Apple risks becoming one of its casualties.

On the other hand, the decline in Apple's stock this year is relatively minor in the long term. Since Cook's appointment as CEO, shares have increased by more than 1400%, compared to 430% for the S&P 500. Following the announcement of COO Jeff Williams' departure, Sabih Khan will take his place. Williams was previously considered the most likely successor to Cook. Currently, Senior Vice President of Hardware John Ternus is viewed as the leading candidate.

LightShed believes that Tim Cook was the right choice at the time of his appointment and has performed his job excellently. However, after Williams' departure, it is time for more radical changes rather than minor adjustments. At the same time, it is unlikely that Cook will leave his position anytime soon. As Bloomberg journalist Mark Gurman noted in his "Power On" newsletter, there are currently no signs that Cook is preparing to leave the company or that internal forces are already working on finding a replacement. Apple's advisors, such as Arthur Levinson, Susan Wagner, and Ronald Sugar, remain loyal to Cook.

Gurman emphasizes that Cook is responsible for the company's current difficulties, which include missteps in artificial intelligence, an aging product lineup, declining design standards, and reduced innovation potential. However, the board still considers him the only person capable of turning the situation around. Simply put, no crisis is capable of shaking their confidence in him. Over time, Cook's influence within the company may even grow: he could remain CEO while also becoming the chairman of the board. Arthur Levinson has already surpassed the recommended retirement age, and it is quite likely that Cook will eventually take on this role, as Iger, Dimon, and Nadella have done at Microsoft. This would allow him to gain even greater control over iPhone production.

It is also clear that Apple recognizes the need for change. Senior executives, including services chief Eddy Cue, warn that without rapid adaptation, the company could face a fate similar to BlackBerry or Nokia, disappearing from the market.