A prominent research firm has called for a dramatic shake-up at the world’s most valuable tech company, recommending that Apple should replace CEO Tim Cook to better navigate the evolving landscape of artificial intelligence (AI) and innovation. The suggestion comes from LightShed Partners, whose analysts argue that Apple needs a product-focused leader to meet mounting competitive threats and accelerate its AI capabilities.
LightShed Partners’ note to investors underscores that while Tim Cook’s operational expertise successfully steered Apple through a record-breaking era in terms of iPhone sales and supply chain mastery, the current climate demands a CEO with a vision grounded in technology and product innovation, particularly around AI.
Apple has faced delays and setbacks in rolling out major AI advances, especially with its digital assistant, Siri. Announced at the 2024 WWDC, Apple’s planned upgrades to Siri have yet to materialize as promised, raising alarms that the company could fall behind rivals like Microsoft and Meta in the AI arms race.
Analysts contend that Cook was ideal for stabilizing Apple post-Steve Jobs and scaling operations globally, but now, they claim, “Apple needs a product-focused CEO, not one centered on logistics.”
Despite the public airing of these concerns, sources indicate that there is no immediate pressure for Cook to step down, nor signs that the Apple board is currently seeking a new CEO. The board is reportedly comprised primarily of Cook loyalists, and there is, as yet, no clear successor waiting in the wings.
Apple stock has dropped by 16% in 2025, while competitors like Meta and Microsoft have seen major gains in the same period. Critics point to this as evidence of stagnation in innovation. Nonetheless, over Cook’s tenure since 2011, Apple stock has surged more than 1,400%, outpacing the S&P 500, which gained 430% over the same period.
Apple is perceived to be trailing in AI innovation; key engineers overseeing foundational AI technologies have departed for competitors, prompting further questions about Apple’s preparedness for the tech industry’s next phase.
While the board’s public stance supports Cook, LightShed and other analysts warn that without bold changes, Apple could risk the fate of former tech titans who failed to adapt to market shifts—such as BlackBerry or Nokia. There is growing pressure within Apple’s leadership to adapt quickly, with executives like services chief Eddy Cue cautioning that Apple must “transform or risk irrelevance.”
Although Tim Cook’s leadership brought Apple unprecedented financial success, the wider investment community and external analysts are now questioning whether he is the best fit for steering Apple into the increasingly AI-driven era. While a leadership change is not imminent, the debate has intensified about what kind of CEO Apple needs for its next chapter.
