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WGL05.19-Tim CookWGL05.19-Tim Cook
Tim Cook, CEO of Apple, speaks during a demonstration of newly released Apple products at Apple's Steve Jobs Theater in Cupertino, California.Stephen Lam—Reuters
Tim Cook, CEO of Apple, speaks during a demonstration of newly released Apple products at Apple's Steve Jobs Theater in Cupertino, California., Stephen Lam—Reuters
  • Title
    CEO
  • Affiliation
    Apple

Last year Apple became the first U.S. company to be worth $1 trillion, thanks to the dominance of the iPhone; it lost that status because iPhone sales growth is slowing, and Apple needs a new act. Cook knows it, too, and Apple’s “pivot” to services and subscription revenue, unveiled in March, is his bid to reignite growth. Succeed or fail, the reimagining will determine Cook’s legacy—and Apple’s future.

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