Apple spent 2025 setting itself up for the future — and its biggest moves weren’t about AI

It’s been an extraordinary year for Apple (AAPL). The company posted record revenue thanks to strong iPhone sales. Its services business continued its impressive growth, with sales reaching $109.2 billion. Its market capitalization exceeded $4 trillion, becoming the second company after Nvidia (NVDA) to reach this milestone.

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But the company also faces significant changes in its executive ranks. Chief Financial Officer Jeff Williams is retiring — after being considered the top candidate to take over as CEO when Tim Cook eventually steps down.

Lisa Jackson, director of government affairs, and Kate Adams, general counsel, will retire at the end of January and 2026, respectively.

Then there’s John Giannandrea, head of artificial intelligence, and Alan Dye, vice president of design. Giannandrea is retiring and will hand over Apple’s AI efforts to Amar Subramanya, who previously worked on AI projects at Google (GOOGL, GOOG) and Microsoft (MSFT).

Meanwhile, Dye left Apple to lead the new design studio Meta (META) Reality Labs.

Cook is reportedly preparing senior vice president of hardware engineering John Ternus to take over as CEO after his departure.

It all points to Apple’s constant changes as it transitions to the post-Cook era. According to the Financial Times, Cook may resign as early as 2026. Meanwhile, Bloomberg’s Mark Gurman says there’s still no firm timetable for when Cook will leave.

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Regardless of the exact date, Apple will eventually have to say goodbye to Cook, and 2025 helps prepare the company for its biggest change in years.

Cook joined Apple in 1998 and took over as CEO after the death of founder Steve Jobs 14 years ago. After being fired in 1985, Jobs returned to Apple in 1997 and turned around the troubled company. He went on to launch a series of breakthrough products, including the iPod and iPhone, which continue to generate the majority of Apple’s revenue.

CUPERTINO, CA - SEPTEMBER 9: Apple CEO Tim Cook holds the next generation iPhone 17 during an Apple special event at Apple headquarters on September 9, 2025 in Cupertino, California. Apple launched a new generation of iPhones and updated Apple Watch and AirPods at a special event held at Apple headquarters. (Photo by Justin Sullivan/Getty Images)
Apple CEO Tim Cook holds an iPhone 17 during an event at Apple headquarters in Cupertino, California, on September 9, 2025. (Justin Sullivan/Getty Images) · Justin Sullivan via Getty Images

Cook has built on that success during his time at the company, overseeing the debut of the Apple Watch and AirPods and the explosive growth of Apple’s services business. He has also pushed Apple to use its own chips in its products, giving the company more control over the design and functionality of its devices.

That, coupled with Cook’s adept abilities as a negotiator, has helped Apple weather a series of crises, including a showdown with the U.S. Department of Justice, the COVID-19 pandemic and President Trump’s ongoing trade war with China. Trump ultimately exempted smartphones and certain other technology products from tariffs on Chinese goods.

Cook’s decision pushed Apple’s stock price higher. As a result, the company’s market capitalization increased from $1 trillion in 2018 to $4 trillion in 2025.

Revenue also continues to grow steadily, with Apple reporting total sales of $416 billion for fiscal 2025, up from $391 billion the previous year.

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Apple is also reportedly preparing to make the biggest changes to its iPhone product line in years in 2026. Gurman said the company will launch Apple’s first foldable iPhone in the second half of this year.

That could help further boost already record iPhone sales. Apple is also reportedly preparing a new low-cost MacBook model that would open up the company to a wider customer base.

While it may not be as profitable as the high-performance MacBook Pro, a lower-cost MacBook could still help attract more customers to Apple’s services, driving higher revenue in the long run.

If Turners is chosen as Cook’s successor, he will inherit an Apple company at its peak. Although smartphone sales have slowed over time, the company is benefiting from its large installed base, which still upgrades its devices every few years and increasingly subscribes to Apple’s various services.

But he also has to solve some headaches. Wall Street is eagerly awaiting some sort of progress on Apple’s artificial intelligence strategy. While the company is making progress with its AI rollout, it still needs to show off its next-generation version of Siri.

He must also be ready to take on the likes of Meta, Google and Samsung (005930.KS) in smart glasses. Meta has launched two smart glasses on the market, and Google and Samsung are each developing their own smart glasses.

But for now, Cook remains Apple’s CEO. We’ll just have to see if that changes in 2026.

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Email Daniel Howley at dhowley@technology shoutfinance.com. Follow him on Twitter: @DanielHowley.

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