After nearly 14 years at the helm, Tim Cook has officially served longer as Apple’s CEO than the company’s co-founder, Steve Jobs. It’s a quiet milestone with deeper significance—not only for Apple’s leadership but also for where the company is heading next. Tim Cook and Steve Jobs. The launch and growth of Apple Music, Apple TV+, Apple Pay, iCloud, Apple Arcade, and Apple Fitness+ added new layers to the company’s business model. While Microsoft, Google, and Nvidia are heavily invested in generative AI, Apple has yet to deliver a standout product in that space.