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10 Apple products and features that transformed under Tim Cook’s leadership
Under Tim Cook, Apple expanded familiar devices into new roles and introduced new product categories, while growing its services business and moving the Mac to its own chips. The changes show how the company has made more use of its existing ecosystem during Cook’s 15 years as chief executive.
The Apple Watch developed from an iPhone companion into a health and fitness monitor, with features including ECG, fall detection and sleep apnoea notifications. AirPods gained hearing health tools and heart rate sensing, while Apple began its transition from Intel to its own Mac processors in 2020; the article also notes Apple had more than 2.5 billion active devices and $416.2 billion in fiscal 2025 net sales.
In short
- Apple devices gained new health and fitness roles.
- The Mac moved from Intel to Apple silicon.
- Apple had 2.5 billion active devices.
Explained simply
Apple is a technology company best known for products such as the iPhone, Mac computers and iPad. Tim Cook became its chief executive in 2011, succeeding co-founder Steve Jobs, and has overseen changes to Apple’s devices as well as growth in services such as music, video and cloud storage.
Many Apple products work together through the company’s software and accounts, an ecosystem that can encourage customers to use several devices and services. During Cook’s tenure, the Apple Watch and AirPods gained functions beyond their original roles, and Macs began shifting to processors designed by Apple rather than Intel.
These changes matter because they show how Apple has built on products customers already use while adding new capabilities and business lines. The company reported more than 2.5 billion active devices and $416.2 billion in net sales in its 2025 financial year.