Does Tim Cook really not innovate?


He iPhone 7 It was already a leap forward compared to the previous generation, with a dual 12-megapixel rear camera that allowed taking photos with an optical zoom and an improved bokeh effect. The following year, Apple introduced the iPhone Xa revolutionary device with a new design and the arrival of Face ID, a pioneering facial recognition technology that all companies have had to reproduce, without achieving the successes of Apple.

From this launch, it is true that the iPhone has suffered a process of stagnation, but annually they have released new features, such as a third camera, better processors, construction materials and the progressive reduction of the Notch with its technological complexity.

apple watch

He first product of the Cook era was the Apple Watch, a product that arrived late with respect to the competition, but that little by little has become one of the great references in the sector for its design and features.


The Apple Watch has become a indispensable product for health and for sports, as well as being the ideal complement for the iPhone. Within its product, it has released versions more designed for professionals, such as the Watch Ultra and versions for all users such as HE. In short, this is one of Tim Cook’s great successes since his rise as CEO.

Apple Silicon

Apple’s own processors for Macs they have broken the roof that they had with the intel chips due to its heating and performance problems. In this sense, the Apple Silicon have meant a quantitative and qualitative leap in terms of performance, generating a device that has marked a before and after in the computing industry.

MacBook Air Dock

Proof of this is that the processors ARM of MacBooks with M1 they had similar performance to Intel’s more advanced chips. The Mac, which had just reaped low market levels, has positioned itself as one of the great alternatives for Apple users themselves, as well as a compelling reason to migrate to macOS.

minor releases

Along with the three flagships that Apple has introduced during the Cook administration, there are several other products that have been vitally important in understanding how Apple works today.


Specifically, we refer to the airpods, a product that, without being anything special, presents an incredible design and audio quality that has made it one of the best-selling wireless headphones in the world. Little by little, they have been improving their features, introducing the Pro range with noise cancellation and spatial audio.

new black HomePod

Nor can we forget the launch of the iPad. It is true that this product was launched at the time of Steve Jobs, but the engineers have been able to adapt the product to current needs. In this case, we refer to the launch of the 12.9-inch iPad Pro, a product designed for professionals and accessories such as the Apple Pencil and Smart Keyboard. Finally, we cannot forget the HomePod, Apple’s smart speaker that competes with the best speakers on the market like Amazon Echo and Google Chrome. This device still has a long way to go to be at the forefront of its sector, but its second generation is a clear step forward in this regard.