M&M Global takes a look at the major events which have defined Apple CEO Tim Cook’s tenure and led to this week’s record profits announcement.
August 2011 – Tim Cook becomes chief executive of Apple
Former chief operating officer Tim Cook takes up Steve Jobs’ position as chief executive, while Jobs is elected as chairman of the board. It comes in the month that Apple surpasses Exxon Mobil to become the world’s most valuable company, with a market value of $337.2bn.
October 2011 – Steve Jobs dies
Apple co-founder Jobs dies as a result of a long-term battle with a cancer that he had been diagnosed with in 2003.
October 12 2011 – iCloud launch
Apple launches its cloud storage and cloud computer service iCloud, intended to provide users with data storage for documents, photos and music and a wireless back up if an Apple device is lost or stolen.
January 2012 – Apple sets new tech record with $46bn sales
Apple sells over 37 million iPhones and 15 million iPads during the last quarter of 2011, double the amount sold the year previous and resulting in an impressive revenue result of $46.3bn.
September 2012 – Apple launches iPhone 5
Cook’s first big launch event as CEO. Apple unveils iPhone 5, the sixth generation of its flagship smartphone device, with major design changes in comparison to its predecessor, the iPhone 4S. The model features an aluminium-based body that is thinner and lighter than previous models and a taller screen.
September 2012 – Apple releases botched Map app
With the introduction of Apple’s new operating system, iOS 6, Apple ditches the original Google Maps app on its devices and replaces it with its own system. When released to the general public, consumers suffer from inaccuracy, mislabelling, non-existent cities and landmarks and bad directions. Cook writes a letter apologising to customers.
October 2012- Apple announces launch of the iPad Mini
Apple announces the launch of the first generation iPad Mini – a slightly smaller version of the original iPad – to be released in nearly all of Apple’s markets.
January 2013 – Exxon Mobil Corp. overtakes Apple as most valuable company
Oil and gas giant Exxon Mobil once again surpasses Apple as the world’s most valuable company, with a market capitalisation of $418bn compared to Apple’s $413bn. However, Apple fights back to takes back the crown later that year.
June 2013 – Apple launches ad-supported iTunes Radio
Apple launches its free ad-supported internet radio service, iTunes Radio, featuring personalised radio stations based on music preferences on iTunes.
October 2013 – Apple hires Burberry CEO Angela Ahrendts
Apple hires Burberry chief executive Angela Ahrendts as senior vice president of retail and online stores, as the brand looks to refresh its famed retail outlets.
May 2014 – Apple acquires Dr Dre’s Beats for $3bn
Cook’s biggest acquisition to date. Apple confirms the deal to buy headphone-maker Beats Electronics for $3bn. The deal includes the Beats music streaming service, setting up a potential battle with subscription services like Spotify.
August 2014 – Nike’s Musa Tariq leaves to head up digital marketing at Apple
A new approach to social media beckons? Apple hires Nike’s social media head Musa Tariq as its new digital marketing director. Tariq reveals the news in a tweet stating: “First day of school. Hope the other kids like me!”
August 2014 – iCloud subject to leaked celebrity images
Apple investigates the leak of more than 100 nude celebrity photographs of some of the world’s most famous stars including Academy Award winner Jennifer Lawrence and pop singer Rihanna.
September 2014 – Apple launches the iPhone 6 models and the Apple Watch
Apple announces the iPhone 6 and iPhone 6 Plus models with what it claims to be the biggest advancements in iPhone history. Apple Watch is also unveiled, describing it as its “most personal device ever.”
October 2014 – Apple CEO comes out as gay
A big moment for Cook personally, as he confirms that he is gay in an article in Bloomberg Businessweek. “I’m proud to be gay, and I consider being gay among the greatest gifts God has given me,” said Cook.
January 2015 – Apple Watch set for April launch as Tim Cook reveals record-breaking profits
Apple confirms that its long-awaited Apple Watch device will begin shipping in April, following the announcement of record-breaking quarterly profits.
