Technologies
Tim Cook was named Apple’s CEO 10 years ago. Here are three things he changed
The company we know as Apple looks and acts a lot like the one we all remember from the Steve Jobs-era. But it’s also very different.

In 2012, less than a year after being named CEO of Apple, Tim Cook sat down for an interview with NBC News. He discussed the basics you’d expect about iPhones and Apple stores and even made a surprise announcement that the tech giant would begin assembling some Mac computers in Texas rather than China. Cook also made clear during the interview that, while he understood the responsibility he had to lead one of the world’s most closely watched companies, he wasn’t going to try to emulate its iconic co-founder, Steve Jobs.
«One of the things he did for me — that removed a gigantic burden that would have existed — is that he told me, on a couple occasions before he passed away, to never question what he would have done,» Cook said. «Never ask the question ‘what Steve would do’ — just do what’s right.»
Over the past decade, Cook has waded into culture and politics far more than Jobs ever seemed to do. He came out as gay in 2014 and started giving speeches decrying discrimination across the country. He even walked the tight rope as a social critic of Donald Trump’s policies as president between 2017 and 2021, while attempting to protect Apple’s business from harsh import tariffs.
All the while, Cook kept up Apple’s slow and steady drumbeat of incremental innovation, leading teams that introduced seemingly small improvements over iPhones year after year. Now, Apple in the Cook-era sells some of the most well-respected phone cameras in the industry. And it’s one of the few device makers that builds the computer processing brains that power its phones and computers, too. Those chips, dubbed the A14 and M1 Apple Silicon chips, are considered among the best, as well.
All this has helped to turn Apple into one of the most highly valued companies in the world. Wall Street puts the company at just under $2.5 trillion. And Apple’s $57 billion in profits from $274.5 billion in revenues last year dwarf the $26 billion in earnings the company posted a decade ago, from $108.2 billion in revenue.
Here are three ways Cook changed Apple.
More political
A decade ago, it was very unusual to see a high-profile tech industry leader exchange anything but pleasant words with a world leader. But soon after Cook came out as gay in 2014, he started speaking out on a range of human rights issues. Not a year later, he penned a nearly 600-word piece that ran in The Washington Post addressing discrimination against the gay, lesbian, bisexual and transgendered communities.
«There’s something very dangerous happening in states across the country,» he wrote at the time.
Cook also joined 100 other tech executives from Twitter, LinkedIn, Facebook and Yelp who criticized laws in Indiana and Arkansas written to support «religious freedom» but that critics fear will encourage discrimination against the LGBTQ community.
During Trump’s time in office, Cook became a regular voice speaking out against the president’s immigration moves. He criticized Trump’s statements defending white supremacists and other extremists at a deadly rally in Charlottesville, Virginia. And Cook said Trump’s plans to ban transgender people from serving in the military were wrong.
«We are indebted to all who serve,» Cook wrote at the time. «Discrimination against anyone holds everyone back.»
But Cook was also shrewd with Trump, attending summits with the president and even inviting him to the company’s Mac Pro manufacturing plant in Austin, Texas.
«He’s a great executive,» Trump said once, according to a profile in the Wall Street Journal. «Others go out and hire very expensive consultants. Tim Cook calls Donald Trump directly.»
It hasn’t all gone smoothly. Most recently, Apple’s faced backlash from employees frustrated by how executives are handling return-to-work policies amid the coronavirus pandemic. Though Apple’s pushed back its target date to return to the office to January next year at the earliest, executives have pushed employees to regularly come into the office.
Some employees have also accused the company’s employee resources team of mishandling harassment, sexism, racism and other troubling issues among the company’s roughly 147,000 employees. They’ve banded together on Twitter under the hashtag #AppleToo, and created a website to draw attention to their concerns.
Other companies, including Google, Facebook and Uber, have also struggled to meaningfully respond to similar criticism.
More products
Apple’s long been known for its comparably small product lineup. Under Jobs, Apple served up consumer laptops and desktops, with its MacBooks and iMacs, and offered professional laptops and desktops, with the MacBook Pros and Mac Pros. It sold several different types of iPods as well, but only one version of the iPhone each year.
Under Cook, Apple’s expanded its product lineup to include two standard models of its iPhones, the $699 iPhone 12 Mini and $799 iPhone 12, which CNET’s Patrick Holland said was one of the best phone we’ve ever reviewed. There are also two «pro» models, the $999 iPhone 12 Pro and $1099 iPhone 12 Pro Max. And there’s the lower-cost $399 iPhone SE, which CNET called the best value for the dollar of any iPhone when it came out last year.
Apple also sells at least two different variants of its Apple Watch, not including partnerships with Nike and Hermes, three different AirPods headphones and four different iPads. And it was Cook who pushed Apple into the smartwatch market in the first place.
It’s hard to debate Apple’s success with these products, and it appears the company won’t be changing its approach much with its rumored upcoming iPhone 13 and iPads. And even though Apple’s often criticized for seemingly minimal updates each year, experts say the differences become dramatic when comparing devices further back in time.
«This is what most people don’t understand: Incremental is revolutionary for Apple,» Chris Deaver, who spent four years in human resources working with Apple research teams, told the Wall Street Journal in a story published last year. «Once they enter a category with a simply elegant solution, they can start charting the course and owning that space. No need to break speed records, just do it organically.»
More ambition
Perhaps the most dramatic changes Cook’s made are to what Apple sells us.
Jobs reveled in selling products people could touch and feel, focusing primarily on software as a means to make them work better. He even referenced the computer scientist Alan Kay when introducing the first iPhone in 2007. «‘People who are really serious about software should make their own hardware,» Jobs said, quoting Kay. «Alan said this 30 years ago, and this is how we feel about it.»
Under Cook, Apple’s approach hasn’t changed so much as it’s expanded. To help Apple’s products stand out, Cook in 2019 pushed his company to start offering monthly services ranging from a $10 per month magazine and newspaper aggregation service called Apple News Plus to a $5 monthly gaming service called Apple Arcade, and most recently, $10 per month Apple Fitness Plus workout classes.
Cook promised his company’s $5 per month Apple TV Plus video subscription service would be «unlike anything that’s been done before» when it launched in 2019.
Apple hasn’t said how many people pay for Apple TV Plus subscriptions but has increasingly drawn attention to its overall services business, which in the three months ended June 26 this year pulled in nearly $17.5 billion in revenue. That’s more than Apple’s Mac and iPad businesses combined. It’s also up nearly 33% from the same time a year earlier despite the COVID-19 pandemic, which has has upended billions of people’s lives around the world.
«We’re continuing to stay focused on supporting the global response to the pandemic and delivering the best products and services for people,» Cook said on a July conference call with analysts. «Our greatest source of inspiration, isn’t technology itself, but help people use it in their own lives in ways, great and small, to write a novel or to read one to care for an ailing patient or see a doctor virtually to track their heart rate on a jog or to train for the Olympics.»
Technologies
Today’s NYT Mini Crossword Answers for Friday, April 25
Here are the answers for The New York Times Mini Crossword for April 25.

Looking for the most recent Mini Crossword answer? Click here for today’s Mini Crossword hints, as well as our daily answers and hints for The New York Times Wordle, Strands, Connections and Connections: Sports Edition puzzles.
Today’s NYT Mini Crossword is a pretty easy one. 9-Across — the «dog-tor» clue — was a bit of a groaner, but I’ll take an easy answer over a witty, confusing clue any day. 4-Down was a little confusing, but once I filled in the other letters it made sense. (TEXAS and IOWA could’ve fit in 5-Across and 8-Across, with one T replaced in each answer.) Need some help with today’s Mini Crossword? Read on. And if you could use some hints and guidance for daily solving, check out our Mini Crossword tips.
The Mini Crossword is just one of many games in the Times’ games collection. If you’re looking for today’s Wordle, Connections, Connections: Sports Edition and Strands answers, you can visit CNET’s NYT puzzle hints page.
Read more: Tips and Tricks for Solving The New York Times Mini Crossword
Let’s get at those Mini Crossword clues and answers.
Mini across clues and answers
1A clue: «Beware the ___ of March»
Answer: IDES
5A clue: Sends a message
Answer: TEXTS
7A clue: Pond scum
Answer: ALGAE
8A clue: Teeny-tiny bit
Answer: IOTA
9A clue: Doctor who might more aptly be called a «dogtor»
Answer: VET
Mini down clues and answers
1D clue: «Don’t call ___ comeback!»
Answer: ITA
2D clue: Supermarket section
Answer: DELI
3D clue: Arnold Schwarzenegger or Chris Christie, e.g., for short
Answer: EXGOV
4D clue: 5-Across or 8-Across, if you change the T’s in this answer
Answer: STATE
6D clue: Musical chairs need
Answer: SEAT
How to play more Mini Crosswords
The New York Times Games section offers a large number of online games, but only some of them are free for all to play. You can play the current day’s Mini Crossword for free, but you’ll need a subscription to the Times Games section to play older puzzles from the archives.
Technologies
Razer Releases a Vertical Edition Ergonomic Mouse
Two new mice for productivity still look like they were made for gamers, and that’s okay.

Razer has unveiled the Pro Click V2 and the Pro Click V2 Vertical Edition — two PC mice with ergonomics in mind, complete with expected Razer Chroma RGB LEDs in tow. The latter mouse, revealed Thursday, is Razer’s first vertical mouse and is priced to go head to head with the likes of Logitech’s vertical mouse offerings like the Lift and MX Vertical.
As with almost any new tech product in 2025, the new Pro Click V2 mice will also ship with artificial intelligence features in the form of Razer’s AI Prompt Master, a productivity feature that will give you easier access to services like Microsoft Copilot.
Both mice are available starting Thursday for $100 for the V2, and $120 for the V2 vertical mouse.
Razer is going for a «do it all» mouse with the Pro Click V2
The Pro Click V2 and Pro Click V2 Vertical editions are shaped to fit your hand’s natural resting positions, making it more comfortable and easier to use for long periods of time. The Pro Click V2 is designed at a 30-degree angle and the Pro Click V2 Vertical is tilted at 71.7 degrees, which Razer says is the natural angle of a handshake.
Of course, these are «productivity meets gaming» mice, so you can also expect a host of Razer features that you’d find on its gaming mice offerings. That said, the updated mice do feel more gaming forward than their predecessors. Both include the Razer Focus Pro 30K Optical Sensors for ultra precision and the mice should be able to track easily on glass. The mechanical buttons are said to be up to 6x more durable than the industry average and should be able to take 60 million clicks in their lifecycles.
Both mice received the RGB treatment, with multi-zone lighting that can be customized further with Razer’s Synapse software. There you can also adjust DPI setting defaults and more.
Lastly, both mice should last a long time on a single charge: the Pro Click V2 offers up 3.5 months of battery life while the Vertical Edition can reach up to six months before needing to be charged again. Both mice can be charged via USB-C, and a 5-minute charge can give you 2 to 3 days of battery power when you’re in a pinch.
For more, don’t miss how tariffs are boosting the secondhand tech product market.
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