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From AirPods to ‘Pro’ iPhones: Apple’s Tim Cook era comes to a close
Tim Cook steps down as Apple’s CEO after a 14-year, seven-month tenure beginning in 2011. The piece outlines key milestones across Watch, AirPods, Mac silicon, iPhone design shifts, Vision Pro, sustainability goals, and branding evolutions like Plus, Max, Pro, mini, and Air.
Why It Matters
Cook’s departure signals a leadership transition that could influence Apple’s strategy across product categories, platforms, and sustainability commitments.
Timeline
13 Events
Carbon neutrality goal and sustainability efforts
2030
Under Tim Cook, Apple set a goal to become carbon neutral by 2030 and expanded recycling and trade-in programs to recover rare earth materials.
iPhone Air launched alongside the iPhone 17 series
April 21, 2026
The iPhone Air was introduced in conjunction with the iPhone 17 series.
iPhone mini series runs for two generations
April 21, 2026
The iPhone mini family lasted two generations, namely the iPhone 12 mini and iPhone 13 mini.
Pro branding begins with iPhone 11 Pro; seven Pro models to date, including iPhone 17 Pro
April 21, 2026
Pro branding began with the iPhone 11 Pro; seven Pro iPhones have followed, with the latest being the iPhone 17 Pro.
iPhone XS Max and the Max branding
April 21, 2026
The iPhone XS Max followed, featuring a 6.5-inch display and solidifying Max as the premium model branding.
Introduction of larger iPhones: Plus branding begins with iPhone 6 Plus
April 21, 2026
Apple introduced larger iPhones with the Plus branding, beginning with the iPhone 6 Plus to cater to a demand for bigger devices.
Vision Pro introduced as a spatial computer
April 21, 2026
Apple Vision Pro is a mixed-reality headset described as a spatial computer, entering a new category with premium pricing and limited availability.
iPhone X ushers in bezel-less design with notch and Face ID
April 21, 2026
The iPhone X introduced a modern, bezel-less design with a notch and Face ID, shaping future iPhones and influencing some Android devices.
Macs switch to Apple silicon (M-series)
April 21, 2026
Apple transitioned Macs from Intel to its own M-series chips, starting with the M1-powered MacBook Air; the lineup has progressed to the M5.
AirPods and expansion in the headphones category
April 21, 2026
AirPods evolved through multiple generations and Pro variants, alongside the broader AirPods Max.
Apple Watch becomes the first new product category post Jobs era
April 21, 2026
Apple’s first new product category post Jobs era was the Apple Watch, which later became the world’s most popular smartwatch and is credited with health and safety features.
Tim Cook steps down as Apple CEO
April 21, 2026
Tim Cook steps down as Apple CEO, ending nearly 15 years as the leader who succeeded Steve Jobs in 2011.
iPhone 16 Plus launched in 2024
2024
The last Plus model, iPhone 16 Plus, was launched in 2024.