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With the rapid advances made in AI, some analysts now believe that a leadership change is needed for Apple to stay relevant at the top of the ever-changing technological world. A report published by LightShed Partners argues that while Tim Cook has helped considerably with operational parts of Apple, he is not fit to lead into their AI-focused future.

This evaluation comes in response to the ongoing rumors of Apple being the underdog in the AI race, especially with the advancement of their competitor's Google, Meta, and Microsoft's enterprise tools and models.

Tim Cook’s Legacy vs Apple’s AI Future

Cook has made enormous impacts for the company over the last decade, especially marked by the sale of over $2 trillion worth of iPhones since he took the position of CEO, solidifying his spot as one of the most successful tech executives in history.

“To be clear, Tim Cook was the right CEO at the time of his appointment and unquestionably has done a great job,” the report states.

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Despite acknowledging all of his accomplishments, it brings forward the question: with the rampant advancement of AI, will superior management skills alone be satisfactory?

“AI will reshape industries across the global economy, and Apple risks becoming one of its casualties,” the analysts warned.

Leadership Changes Are Already Underway

The receipt of the report is important. It is exactly a day after Apple announced the retirement of Williams Jeff as COO with Khan Sabih from India taking over the position as the new COO.

Who is Sabih Khan?

 

  • Joined Apple in 1995
  • Known for transforming Apple’s global supply chain
  • Previously SVP of Operations
  • Promoted to Chief Operating Officer in July 2025

 

While Khan's appointment suggests that Apple is trying to ensure continuity, many analysts argue that what Apple needs is bold, product-centric leadership, which is precisely the opposite of operational conservatism.

Apple’s AI Challenges Are Mounting

High-profile announcements have been made by Apple, such as its Apple Intelligence platform and Siri's overhaul at WWDC 2024, but much of it remains unfinished or delayed.

Key issues flagged:

 

  • Siri’s next-generation capabilities are over a year behind schedule
  • Core AI functions are absent from consumer products
  • Loss of talent: AI engineer Ruoming Pang left for Meta's AGI division
  • Analyst claim: 2023 AI spend “nowhere with AI” and “little has changed since.”

 

LightShed comments Apple is overpromising on features while not delivering actual value to customers, a departure from Apple's known reputation for carefully planned innovations and product launches.

Why This Matters for Apple’s Future

Industry watchers suggest that failing to adopt AI technologies could affect Apple products, as well as the company’s overall growth strategy. Apple’s innate strengths, such as hardware, vertical integration, and tight ecosystems may not suffice in a landscape where AI controls everything from user engagement to platform stickiness.

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“Missing on AI could fundamentally alter the company’s long-term trajectory and ability to grow at all,” Piecyk and Galone concluded.

Despite Apple’s continued financial success, there are potential threats due to AI and product opportunities that rivals may pursue. There is a sudden and unprecedented leap in competition due to foundation models and newer types of assistants like Apple's own Siri. Longer-term vision-based leadership is needed to guide through the risks posed by these opportunities provided. The warning given by the analysts is startling: without pinpoint skill and focus on AI, Apple is at risk of decline, at worst, losing its edge, dominion, and relevance in the technology world.