Apple CEO Tim Cook should step down to make way for a more “product-focused” leader amid the company’s struggles in artificial intelligence, according to a new report from LightShed Partners.
Apple CEO Tim Cook should step down to make way for a more “product-focused” leader, a new report from LightShed Partners has said.
Analysts Walter Piecyk and Joe Galone argued that Apple’s current leadership may not be suited to meet the rapidly shifting demands of the artificial intelligence (AI) era after the Cupertino-based company “badly lagged” behind rivals like Meta, Google and Microsoft in the Large Language Model (LLM) industry.
In a note written to clients and seen by Bloomberg, they said: “Missing on AI could fundamentally alter the company’s long-term trajectory and ability to grow at all.
“AI will reshape industries across the global economy, and Apple risks becoming one of its casualties.”
They added: “Apple now needs a product-focused CEO, not one centered on logistics.”
The call for change comes shortly after Apple announced that its Chief Operating Officer Jeff Williams will step down this month, to be replaced by longtime executive Sabih Khan.
Williams had previously been viewed as a likely successor to Cook, but LightShed believes the company now needs “more disruptive change, not less”.
Apple’s stock has underperformed against rivals in 2025, largely due to the underwhelming rollout of the company’s AI model Apple Intelligence.
Stock has fallen around 16 per cent compared to gains of 25 per cent for Meta and 19 per cent for Microsoft.
The analysts cite this divergence as evidence that Apple is lagging behind in innovation, particularly in integrating AI features across its ecosystem.
Still, Cook’s tenure has delivered extraordinary returns for shareholders. Since becoming CEO, Apple’s stock has risen by more than 1,400 per cent, according to Bloomberg, far outpacing the broader S+P 500.
Apple has not responded publicly to LightShed’s comment, but with internal leadership changes already underway and pressure building around AI innovation, questions over Cook’s long-term future may continue to grow.
Apple boss Tim Cook should step down, LightShed says
