• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Microsoft AI chief gives it 18 months—for all white-collar work to be automated by AI

2

Despite having a $165 million net worth, Scarlett Johansson says work-life balance doesn’t exist—and the first step to success is admitting that

3

The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises

1

Microsoft AI chief gives it 18 months—for all white-collar work to be automated by AI

2

Despite having a $165 million net worth, Scarlett Johansson says work-life balance doesn’t exist—and the first step to success is admitting that

3

The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises
NewslettersNext to Lead

Why writing off Apple’s Tim Cook could be a classic CEO succession mistake

By
Ruth Umoh
Ruth Umoh
Editor, Next to Lead
Down Arrow Button Icon
By
Ruth Umoh
Ruth Umoh
Editor, Next to Lead
Down Arrow Button Icon
July 21, 2025, 6:48 AM ET
Apple CEO Tim Cook
Apple CEO Tim Cook is facing doubts about his leadership in the age of AI.Getty Images

As pressure mounts on Apple over its perceived lag in AI development and breakthrough products, a new narrative is gaining traction: Perhaps it’s time for CEO Tim Cook to step down. After all, the argument goes, Apple needs a product visionary, not an operational maestro, to navigate this next era of disruption.

Recommended Video

Yet for fast-rising executives watching closely, a cautionary tale is unfolding—one that underscores how easy it is to undervalue a proven leader, especially during moments of upheaval.

Since taking over in 2011, Cook has transformed Apple’s market cap from $350 billion to over $3 trillion, expanding its dominance well beyond the iPhone into services, wearables, and new hardware categories. To dismiss that track record—especially with AI’s full impact still materializing—is shortsighted. A hasty leadership change risks severing the operational discipline and strategic patience that have kept Apple atop the Fortune 500 for over a decade.

Recent history offers a telling parallel. Just a few years ago, Goldman Sachs CEO David Solomon was written off as a corner office misfit, dogged by reports of internal discord and strategic blunders. His exit was assumed by some to be imminent. Instead, Solomon stayed, course-corrected, and led a meaningful turnaround, refocusing on core businesses like asset management while exiting failed bets. The bank’s rebound is a sharp reminder that ditching a promising leader mid-course can cost companies the payoff of a hard-earned comeback.

Some see internal successors as Apple’s answer, but that, too, carries its own risks. A new CEO would need to prove themselves both inside and outside the company while crafting an AI strategy from scratch. That’s a tall order even in stable conditions. At Apple, with its fiercely protective culture and sky-high investor expectations, it’s a recipe for internal friction and strategic drift.

The mark of great leadership isn’t the ability to navigate smooth markets; it’s recalibrating through disruption. Dismissing that ability too soon risks sabotaging a history of proven wins for an unproven promise of change.

As Solomon’s case at Goldman shows, leadership redemption is possible, and sometimes the savvier move is giving seasoned leadership the runway to adapt and deliver once again. While Cook’s stewardship will almost certainly need to evolve (and quickly), betting against a leader who has repeatedly outperformed expectations could be a costly mistake in the long run for Apple.

Ruth Umoh
ruth.umoh@fortune.com

Smarter in seconds

Bureaucracy buster. Inside Airbnb CEO Brian Chesky’s 5-step hiring strategy to cut red tape

Promo algorithm. Eventbrite’s CEO is using AI to analyze personality compatibility and decide who to promote

AI assist. If Amazon Ring staff want a promotion, they must now prove they’ve used AI

Leadership lesson

JPMorgan CEO Jamie Dimon on playing the long game: “You might do worse than others in the good times, but you’re still there when the dust clears.”

News to know

Silicon Valley’s battle for AI talent has reached a fever pitch, with sky-high offers, secret backroom deals, and emotional bidding wars. WSJ

President Donald Trump sued Rupert Murdoch and the Wall Street Journal on Friday, accusing them of defamation over an article claiming he sent a lewd birthday greeting to Jeffrey Epstein decades ago. NYT

Blackstone has reportedly withdrawn from a group of investors pursuing a minority stake in TikTok’s U.S. business. Bloomberg

Chevron won its heated legal battle with Exxon Mobil, clearing the way to close its $53 billion Hess acquisition and secure a stake in what’s been called the largest oil discovery of the century. Fortune

Trump is threatening to block a new stadium deal for Washington’s NFL team unless it reinstates the controversial Redskins name.  Fortune

AI is creating a rift among the Magnificent Seven, as divergent bets on artificial intelligence drive a growing gap in their stock performance. WSJ

This is the web version of the Fortune Next to Lead newsletter, which offers strategies on how to make it to the corner office. Sign up for free.
About the Author
By Ruth UmohEditor, Next to Lead
LinkedIn icon

Ruth Umoh is the Next to Lead editor at Fortune, covering the next generation of C-Suite leaders. She also authors Fortune’s Next to Lead newsletter.

See full bioRight Arrow Button Icon

Latest in Newsletters

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Newsletters

Jenn Hyman reflects on the highs and lows of running Rent the Runway for almost two decades
NewslettersMPW Daily
Jenn Hyman reflects on the highs and lows of running Rent the Runway for almost two decades
By Emma HinchliffeMay 15, 2026
1 day ago
Andrew Feldman, co-founder of Cerebras
NewslettersTerm Sheet
Cerebras soars almost 70% by market close in a true blockbuster IPO
By Allie GarfinkleMay 15, 2026
2 days ago
OpenAI CEO Sam Altman (left) and Apple CEO Tim Cook in Washington, D.C., on Sept. 4, 2025. (Photo: Will Oliver/EPA/Bloomberg/Getty Images)
NewslettersFortune Tech
OpenAI may take legal action against Apple over Siri’s ChatGPT integration
By Andrew NuscaMay 15, 2026
2 days ago
State Farm CEO is betting big on AI—and contemplating the company’s future in California
NewslettersCEO Daily
State Farm CEO is betting big on AI—and contemplating the company’s future in California
By Diane BradyMay 15, 2026
2 days ago
The AI boom sidelined sustainability. Two researchers want to change that
NewslettersEye on AI
The AI boom sidelined sustainability. Two researchers want to change that
By Sharon GoldmanMay 14, 2026
2 days ago
‘Be delusional enough to call yourself something the world hasn’t called you yet’: What powerful women told the class of 2026
NewslettersMPW Daily
‘Be delusional enough to call yourself something the world hasn’t called you yet’: What powerful women told the class of 2026
By Sydney LakeMay 14, 2026
2 days ago

Most Popular

Microsoft AI chief gives it 18 months—for all white-collar work to be automated by AI
AI
Microsoft AI chief gives it 18 months—for all white-collar work to be automated by AI
By Jake AngeloMay 16, 2026
15 hours ago
Despite having a $165 million net worth, Scarlett Johansson says work-life balance doesn’t exist—and the first step to success is admitting that
Success
Despite having a $165 million net worth, Scarlett Johansson says work-life balance doesn’t exist—and the first step to success is admitting that
By Preston ForeMay 13, 2026
4 days ago
The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises
Politics
The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises
By Jake AngeloMay 12, 2026
4 days ago
Meet the 20-year-old CEO who launched a company in high school to solve Gen Z's entry-level job crisis
Future of Work
Meet the 20-year-old CEO who launched a company in high school to solve Gen Z's entry-level job crisis
By Jake AngeloMay 16, 2026
19 hours ago
‘You’re not a hero, you’re a liability’: Shark Tank’s Kevin O’Leary warns Gen Z founders to stop glorifying hustle culture
Future of Work
‘You’re not a hero, you’re a liability’: Shark Tank’s Kevin O’Leary warns Gen Z founders to stop glorifying hustle culture
By Jacqueline MunisMay 16, 2026
15 hours ago
Former top Russian official admits the country is over Putin and can 'imagine a future without him' — even elites bail as Kremlin seizes their assets 
Politics
Former top Russian official admits the country is over Putin and can 'imagine a future without him' — even elites bail as Kremlin seizes their assets 
By Jason MaMay 16, 2026
5 hours ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.