The Rip Current with Jacob Ward

Why Tim Cook's Apple Era Is Over — And What Comes Next


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In 1925, thousands of Stetson Corporation employees gathered in a Philadelphia factory auditorium for their Christmas celebration. It was the largest hat factory in the world: 1.4 million square feet, 5,000 employees, 3.3 million hats a year. By 1986, the company was bankrupt. Stetson didn't lose to a better hat. The world stopped wearing hats.That's the frame for understanding what Tim Cook is leaving behind. Cook built Apple into the most profitable company in American history — $4 trillion market cap, $416 billion in annual revenue, a gross margin of 46.9% — by mastering three conditions: cheap Chinese manufacturing, the App Store's 15–30% commission on every digital transaction, and the iPhone's cultural grip as the gateway to all of it.All three are now in question simultaneously. Tariffs and geopolitical pressure are destabilizing the supply chain. Agentic AI threatens to route around the App Store entirely. And competitors from OpenAI to Meta are racing to define what the post-iPhone hardware form factor looks like.His successor, John Ternus, is an engineer who has touched every Apple product for 25 years. Whether that's the right profile for what Apple faces is a genuine open question. The board is betting it is.Members get early access to this and all my analysis. For written reports, including all the source documents, consider becoming a subscriber at https://theripcurrent.com.

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The Rip Current with Jacob WardBy Jacob Ward

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