Tim Cook

Over more than a decade leading Apple, CEO Tim Cook has focused on expanding the company’s product line beyond its biggest seller, the iPhone. He’s notched some notable wins, including launching the Apple Watch and building up the company’s online services business, such as online storage and music. However, some other efforts are still clearly a work in progress, including this year’s debut of the Apple Vision Pro, a mixed-reality headset that costs $3,500. A separate effort announced this year to infuse new iPhones with artificial intelligence, or Apple Intelligence, as Cook calls it, will also take time to play out. The iPhone, meanwhile, continues to loom large. While investors hope that adding AI tools to the latest and future versions will jump-start sales, a growing trade war with China makes lifting the company’s overall business more challenging.