Tim Cook Will Bring One More Major Product Category Before Retirement


Tim Cook

Nothing (and nobody) lasts forever. People will come and pass, but the brands and the companies will still remain. This is also true for Apple. In the past few years, there have been more and more rumors about the successor to Apple CEO Tim Cook. Recently, Cook himself confirmed that he “very likely” will not continue to work at Apple within 10 years.

Bloomberg News reporter Mark Gurman predicted the future of Apple’s CEO position in the latest issue of the “Power On” newsletter. He said that Apple believes internally that Cook wants to insist on “launching another important new product category.”

Gurman said that Tim Cook pays special attention to Apple’s augmented reality headsets. Augmented reality/virtual reality headsets are likely to be the last important product category that Cook cares about. He wrote in the newsletter: “But there are signs that’s not likely. The belief inside Apple is that Cook just wants to stick around for one more major new product category, which is likely to be augmented reality glasses rather than a car — something that’s even further out. He also understands that running a Silicon Valley company is typically a young person’s game, and he’s not going to stay far beyond his prime.”

Will Tim Cook Bring Augmented Reality Products?

Earlier this year, Tim Cook made some comments on the augmented reality products. He didn’t offer any clues about future Apple AR products, but he offered a peek at how the technology could benefit conversations with colleagues.

“Well, I can’t talk about anything that may or may not be in the pipeline. But in terms of AR, the promise of AR is that you and I are having a great conversation right now. Arguably, it could even be better if we were able to augment our discussion with charts or other things to appear. And your audience would also benefit from this, too, I think.

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Augmented Reality

And so when I think about that in different fields, whether it’s health, whether it’s education, whether it’s gaming, whether it’s retail, I’m already seeing AR take off in some of these areas with use of the phone. I think the promise is even greater in the future.”

Gurman also emphasized that Apple plans to launch a mixed reality headset in 2022. But augmented reality headsets are also under development, and the release date may be around 2025. He speculated that Cook might retire at some point between 2025 and 2028, because his compensation agreement will also expire in 2025.

Also Read: Apple Shareholders Accused Tim Cook Of Intentional Deception

Last year, the media introduced in detail that Apple is paying more and more attention to the “succession planning”. Cook has served as Apple’s CEO for more than 10 years. So Apple is paying more and more attention to “cultivate its next class of top managers.”

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