Visualized: The Numbers Behind Tim Cook’s Leadership At Apple

When Tim Cook took over the leadership of Apple Inc. in 2011, he inherited one of the most successful companies in the world. 

Annual sales stood at about $100 billion, and the company was already valued at approximately $348 billion. 

Fourteen years later, as Cook prepares to hand over the chief executive role to hardware specialist John Ternus while remaining executive chairman, we show the growth in numbers. 

The data used for today’s infographic is compiled from Apple’s official filings and industry aggregators, including Morningstar, Statista, and Business of Apps.

It compares two points in time: the 12 months ended June 2011 (roughly when Cook assumed leadership following Steve Jobs) and the fiscal year ended September 30, 2025, his final full year as CEO.

One of the most overlooked developments during Cook’s tenure is the expansion of Apple’s non-iPhone revenue streams.

In 2011, non-iPhone sales generated $55 billion annually. It includes products like:

• Mac computers
• iPads
• Wearables
• Accessories
• Emerging services

By 2025, that figure had climbed to $206.6 billion, representing a 275.6% increase. 

The growth effectively created a second business inside Apple. If separated, it would rank among the largest technology companies globally.

Much of that expansion came from Apple’s services ecosystem, including the App Store, Apple Music, iCloud, and Apple Pay.