Apple’s stock has been declining in 2025, and investors are eager for signs of recovery in the upcoming July earnings call. Critics have slammed the company’s AI initiatives as poorly executed, with one research firm even urging CEO Tim Cook to resign.
Marco Quiroz-Gutierrez for Fortune:
As Apple’s stock trades down double digits since the start of the year, market onlookers are hoping its next earnings call will show strength and dispel doubts about Tim Cook’s leadership.
The iPhone maker has faced pressure across the board since the start of the year, especially as President Donald Trump’s tariffs threaten its Asia supply chain. At the same time, some have claimed the company has fallen behind in the accelerating AI race, and may need to execute an uncharacteristically massive acquisition to catch up.
Amid all those obstacles, Apple’s stock is down about 16% year-to-date. And research firm LightShed Partners suggested in a recent note to clients that the company’s woes, in AI especially, mean Apple needs a shakeup at the top.
“Apple now needs a product-focused CEO, not one centered on logistics. Apple has ‘pulled the string’ on too many product categories, only to see them fall short of meaningful scale, or fail to materialize entirely,” wrote LightShed analysts Walter Piecyk and Joe Galone. “But AI is not something that Apple can merely ‘pull the string’ on. Missing on AI could fundamentally alter the company’s long-term trajectory and ability to grow at all.”
The analysts’ comments come in the wake of Apple’s annual WWDC, which Wedbush analyst Dan Ives called “a snoozer” which barely mentioned AI. The LightShed analysts noted that it would be kind to say Apple overpromised and underdelivered on its AI promises from last year to this year.
“Apple was nowhere with AI then, and little has changed since,” the note read.
MacDailyNews Take: Apple’s next CEO doesn’t need to be Steve Jobs, but does need to be much better than Tim Cook.
What should happen at Apple:
- Tim Cook retires (yesterday, preferably)
- Cook does not get Chairman of the Board position
- Apple hires a charismatic, visionary CEO in the mold of Jobs
- Company returns to path of inventive innovation
What likely will happen at Apple:
- Tim Cook hangs on for years
- When he finally retires as CEO, he becomes Chairman
- Apple hires another bland, myopic CEO in the mold of Cook
- Company continues on path of iterative stagnation
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