Jiří Filip Commercial message: Apple One of the most significant changes in recent years is coming. Tim Cook after more than fifteen years, he is leaving the position of CEO and John Ternus, who previously headed the hardware division, is taking over the company's management Applu. This is a crucial moment for the company because Cook During his tenure, he managed to Apple to move it among even larger and more profitable companies and significantly increase its value on the stock exchange.
Three smartphones close-up on a white background.
When Tim Cook in 2011 he took over Apple after Steve Jobsovi, the company's market capitalization was approximately $350 billion. Today, Apple With a value of around $4,5 trillion, it ranks among the largest companies on the planet. Sales and profits have also grown significantly. Total sales over the past 12 months have moved from approximately $100 billion to the current $467 billion, iPhone revenue has grown from $45 billion to $246 billion, and net income has increased from $24 billion to around $129 billion.
The company's performance was also significantly reflected in its share price. Cookera have significantly outperformed the broader U.S. stock market. While the S&P 500 index rose by approximately 760%, stocks Applu gained approximately 2,741%.
Source: Bloomberg Terminal
Apple no longer growing at the same pace as in the past
But a strong past does not in itself guarantee an equally dynamic future. Apple Although it continues to increase sales and profits, the growth rate is noticeably slower than before. The main product remains iPhone, which still accounts for about half of total sales. One of the biggest changes CookBut the era saw a sharp growth in services.
Today, they represent approximately a third of sales Applu and, thanks to significantly higher margins, are even more important for its profitability. These include, for example App Store, Apple Music, iCloud and other subscriptions or digital services. This area has helped Appgradually reduce dependence on hardware sales alone.
Tim Cook However, in recent years it has also faced criticism that Apple did not introduce a new product with an impact comparable to iPhonem or other major innovations from the Steve era Jobse. The company has launched technologically important products, such as its own M-series chips or a headset Apple Vision Pro, from the perspective of the overall business, however, they currently constitute rather smaller parts of the company.
One of the main challenges will be China
China will be one of the biggest challenges for the new leadership. Apple is strongly tied to this country, especially in terms of production and supply chain, which can be an increasingly sensitive issue at a time of growing geopolitical tension and trade disputes.
Source: Statista, Apple, Morningstar
China is in favor Apple is also an extremely important outlet. However, local customers are increasingly reaching for domestic brands, which increases the pressure on iPhone and other products Applu. The new management will therefore have to find a balance between gradually reducing dependence on Chinese production and maintaining a strong position in one of the world's largest markets.
Apple must also convince in the field of artificial intelligence
Another big topic is artificial intelligence. Although Apple is among the most valuable technology companies in the world, but in the current AI boom it has so far appeared more restrained than some competitors. Microsoft, Alphabet, Amazon or Meta are investing huge resources in their own AI infrastructure and models, while Apple is mainly focused on incorporating AI directly into its devices and services.
But this strategy can ultimately prove to be very powerful. Apple It has a huge user base, its own operating systems, and an extremely connected ecosystem of devices. Instead of directly competing for the biggest AI models, it may be more profitable for it to offer users high-quality AI features directly on the iPhone, Macand other products.
However, investors are currently very sensitive to the topic of artificial intelligence, and companies that are not engaging with the trend quickly enough, according to the market, may face doubts about their future growth.
John Ternus takes over Apple after an exceptionally successful period, but at a time when the company is facing several major challenges. His hardware experience may be important at a time when Apple It needs to come up with more distinctive products while also better integrating artificial intelligence into its ecosystem.
Future Applu will therefore not only depend on whether it can build on the successes of the last fifteen years. The key will be whether it can find a new big growth story.
Apple is just one of the tech giants that could benefit from the continued development of artificial intelligence. If you want to better understand which companies can profit from the AI boom and what opportunities and risks this trend brings, download the free XTB e-book focused on companies related to artificial intelligence.
Investing is risky, invest responsibly
Amaya Tomanová 
Vratislav Holub 
