Lena 和 Miles 深度复盘库克执掌苹果十五年的传奇之路,看他如何将苹果推向四万亿市值巅峰。在 AI 浪潮与权力交接的关键点,揭秘这位供应链大师选择功成身退的深层逻辑。

库克从来没想过要去模仿乔布斯,他走的是一条完全不同的路——靠供应链的极致优化和全球化布局,把苹果从一家卖硬件的公司,变成了一家卖“生活方式和信任”的公司。
库克卸任,评价一下他的职业生涯在Apple以及为什么他会卸任







蒂姆·库克在卸任CEO后并不会完全离开苹果,他将转任执行董事长(Executive Chairman),继续处理他所擅长的政策和外交事务。接替他担任CEO职位的是约翰·特努斯(John Ternus),他已在苹果工作25年,此前负责硬件工程,主导过Mac转向自研芯片等核心项目。
库克将苹果从一家充满不确定性的公司带到了4万亿美元市值的巅峰,规模堪比英国一年的经济总量。在他的领导下,苹果的利润增长了近700%,股价涨幅超过1000%,净收入从2010年的水平增长了八倍多,达到1120亿美元。
库克推动了苹果从“个人设备”向“生态体验”的转型,最直观的表现是新产品不再以“i”开头,而是推出了Apple Watch、AirPods等穿戴设备。此外,他极大地扩展了服务业务(如iCloud、Apple Music、Apple Pay),该业务目前的年收入已超过1000亿美元。
在生成式AI爆发的阶段,苹果的反应被认为相对迟钝,其AI部门甚至被内部戏称为“AIMLess”(无目标)。由于在AI战略上的误判和进展缓慢,苹果面临顶尖人才流失到Meta或OpenAI的问题,甚至不得不寻求与谷歌合作,利用对方的模型来驱动Siri。
选择特努斯被视为苹果回归“硬件本源”和“产品力”的信号。相比于库克擅长的供应链优化和利润榨取,特努斯拥有深厚的工程师背景,参与了从iPad到iPhone 17等核心产品的研发。他被寄予厚望,带领苹果在AI时代重新找回创新的节奏,做出让世界惊艳的产品。
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