Poor old Apple. The world's third most valuable company has seemed increasingly beleaguered of late, with product launches and software initiatives missing the mark. Whether it's the underwhelming response to Vision Pro, the never ending Apple Intelligence rollout debacle or whatever the advertising team are doing, the missteps are becoming alarmingly frequent.

And now, a leading research firm has finally gone there, suggesting it might be time for Apple to replace its CEO. Tim Cook has been in post since 2011, when he replaced Steve Jobs – and during that time has seen Apple become the first $1T company. So if these murmurations show anything, it's that the last year hasn't gone so great. Apple shares have fallen 16% in 2025, while those of AI-focussed rivals have conversely risen.

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Daniel John is Design Editor at Creative Bloq. He reports on the worlds of design, branding and lifestyle tech, and has covered several industry events including Milan Design Week, OFFF Barcelona and Adobe Max in Los Angeles. He has interviewed leaders and designers at brands including Apple, Microsoft and Adobe. Daniel's debut book of short stories and poems was published in 2018, and his comedy newsletter is a Substack Bestseller.