Perceived slowdown in product innovation

Under Tim Cook's leadership, Apple has faced criticism regarding a perceived slowdown in product innovation. While the company has maintained strong financial performance and expanded its services division, some analysts and commentators argue that it has not introduced major new products in recent years. For instance, stock analyst Craig Moffett noted that Apple's success during Cook's tenure has been more due to innovations in operational processes rather than new, groundbreaking products.

Additionally, Apple's approach to artificial intelligence (AI) has been a point of contention. The company has been criticized for lagging behind competitors in AI innovation, particularly in enhancing its Siri voice assistant. At the 2025 Worldwide Developers Conference (WWDC), Apple acknowledged delays in its anticipated overhaul of Siri, signaling ongoing struggles to meet investor expectations for artificial intelligence innovation.

CEO Tim Cook emphasized the critical importance of AI to the company's future, equating its impact to past breakthroughs like the internet and smartphones.

Despite these criticisms, some experts defend Cook's leadership. Jeffrey Sonnenfeld and Steven Tian from Yale School of Management argue that Cook's unmatched track record makes him uniquely positioned to steer the company into its next phase of innovation and growth.