Apple, the world's third most valuable company, is facing increasing scrutiny due to poor product launches and software initiatives. Research firm LightShed suggests that Apple may need a product-focused CEO instead of one focused on logistics, citing the company's struggles in the AI sector as potentially detrimental to its long-term growth. The company's shares fell 16% in 2025, in contrast to rising shares of AI-focused rivals. Critics indicate that there hasn't been significant innovation in years, and Apple is at risk of becoming obsolete in evolving sectors.
LightShed has argued in a note to clients that "Apple now needs a product-focused CEO, not one centered on logistics." Missing on AI could fundamentally alter the company's long-term trajectory and ability to grow at all.
Mark Gurman argues, "There's no question Cook bears responsibility for Apple's current struggles. That includes the company's AI missteps, an aging product lineup, the erosion of its design-focused culture, a decade-long drought of breakthrough mainstream hardware."
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