Apple CEO Tim Cook is facing mounting challenges as regulators in the US and Europe intensify scrutiny over the company’s App Store policies and market dominance. At the same time, Cook is steering Apple toward diversifying its product lines, with strong emphasis on augmented reality and health technology.
The upcoming Apple Vision Pro mixed-reality headset and new health-tracking features in the Apple Watch are central to Cook’s vision of positioning Apple not just as a technology company but as a lifestyle and wellness brand. Despite ongoing antitrust battles, Apple remains the world’s most valuable company, driven by strong iPhone demand and expanding services revenue.
Industry observers believe Cook’s greatest challenge will be balancing innovation with regulatory compliance, ensuring Apple sustains both profitability and public trust.