Missteps in AI: Research firm wants Tim Cook replaced
LightShed Partners, an analyst firm specialized in technology and media, criticized Apple's CEO. They say Apple needs a product person, not a logistics expert.
Apple CEO Tim Cook at an event in Los Angeles in 2021.
(Image: Ringo Chiu / Shutterstock)
Apple CEO Tim Cook continues to receive praise for his leadership, but criticism from outside the company has been growing recently. After widely read Bloomberg Apple journalist Mark Gurman attributed responsibility for the company's current problems in areas such as regulation, AI use, and product innovation, a well-known New York research firm has now followed suit. And it was clear: Apple should consider replacing Cook as CEO, according to LightShed Partners, which specializes in technology, media, and telecommunications, in a report to its clients (paywall).
Dramatic warning
It is “time for a new boss at Apple,” write analysts Walter Piecyk and Joe Galone. They cite Apple's difficulties in implementing its AI strategy as an example. These pose “significant risks for the company.” “Apple now needs a CEO focused on products, not logistics.”
This refers to the fact that Cook worked as chief operating officer before taking office in 2011 and had completely revamped Apple's supply chain. This included “just-in-time” production at Chinese manufacturers, which ensured that the company (almost) no longer had to hold any inventory and thus became significantly more efficient. At the same time, however, production in the US was almost completely shut down.
Videos by heise
LightShed also criticizes the performance of Apple's share price. It is down 16 percent in 2025, while other tech giants such as Meta (up 25 percent) and Microsoft (up 19 percent) have risen significantly. If Apple is unable to keep up in the AI race, LightShed believes this will “fundamentally” change the company's long-term direction. It could even lose “its ability to grow at all,” according to the dramatic statement. “AI will transform industries across the global economy, and Apple is in danger of becoming one of its victims.”
Apple does not want to build a chatbot
The fact is that Apple is currently focusing on equipping its operating systems with AI functions. However, features such as the writing tools or the two image generators (Genmoji and Image Playground) are just as unremarkable as the direct integration of ChatGPT, should the user so desire. In terms of quality, the output of Apple's own models lags what competitors such as OpenAI, Anthropic, and Google deliver.
At the same time, however, the company is making no moves to change this: Software chief Craig Federighi recently rejected the idea of developing its own chatbot in an interview. In addition, development of the Siri voice assistant, which will celebrate its 15th birthday next year, continues to stall. New AI features are not expected until 2026, but market observers believe that even these will not be able to compete with modern technologies such as the voice modes offered by ChatGPT, Gemini, and others.
LightShed wrote its analysis in response to the announced departure of COO Jeff Williams, who had long been considered a possible successor to Cook but, like Cook, is over 60. Cook was “the right CEO at the time of his appointment,” Galone and Piecyk continue. He has done an “unquestionably great job.” However, they add that now is “time for more disruptive change [at Apple], not less.”
Empfohlener redaktioneller Inhalt
Mit Ihrer Zustimmung wird hier ein externer Preisvergleich (heise Preisvergleich) geladen.
Ich bin damit einverstanden, dass mir externe Inhalte angezeigt werden. Damit können personenbezogene Daten an Drittplattformen (heise Preisvergleich) übermittelt werden. Mehr dazu in unserer Datenschutzerklärung.
(bsc)
