Tim Cook, Apple’s long-standing chief executive, once held a uniquely close and effective relationship with President Donald Trump, the New York Times reports.
In recent months, however, that rapport appears to have unraveled, as Apple faces escalating political pressure, trade policy risks, and operational challenges both at home and abroad.
Cook, known for his behind-the-scenes diplomacy during Trump’s previous presidency, opted not to join a recent White House delegation on a Middle East trip. According to individuals familiar with the matter, his absence was noticed — and criticized — by Trump, who publicly praised other attending tech executives while singling out Cook’s absence.
“I mean, Tim Cook isn’t here but you are,” Trump said to Nvidia CEO Jensen Huang during a speech in Riyadh.
The remarks were followed by further rebukes. In Qatar, Trump cited Cook’s decision to expand Apple’s manufacturing in India as a point of contention, saying:
“I don’t want you building in India.”
Days later, he threatened to impose a 25% tariff on iPhones made outside the United States — a policy shift that blindsided both Apple and some within the administration.
This marks a stark shift from Trump’s prior admiration of Cook, who he once mistakenly but approvingly referred to as “Tim Apple.” Cook had previously been praised for maintaining open lines of communication with Trump and for securing critical tariff exemptions. But those days seem increasingly distant.
Analysts say the evolving relationship has left Apple exposed to political volatility.
“It has put Apple at a disadvantage,” said Nu Wexler, a former tech policy advisor, noting that every move by Cook is now subject to intense scrutiny. “The incentive to crack down is much stronger.”
The timing is not ideal for Apple. The company has experienced a series of setbacks in 2024, including a courtroom defeat in an antitrust trial over its App Store, the underwhelming performance of its Vision Pro headset, and the delay of a major Siri upgrade. Additionally, the defection of former design chief Jony Ive to OpenAI to work on a new hardware project has raised questions about Apple’s innovation pipeline.
Despite these challenges, Apple remains financially robust, reporting nearly $100 billion in annual profit and a market capitalization that has grown by more than $2.5 trillion during Cook’s tenure.
Still, the broader geopolitical and trade environment is becoming increasingly difficult. With Apple expanding iPhone production in India through partners like Foxconn, Trump’s renewed push for domestic manufacturing has made the company a key focus of his trade agenda.
“If they’re going to sell it in America, I want it to be built in the United States,” Trump said, pointing to a desire to see Apple shift its production footprint.
In response, Apple has pledged $500 billion in US investments over four years, committed to sourcing $19 billion worth of chips domestically, and announced plans to manufacture AI servers in Houston. However, these steps may not be enough to fully satisfy Trump’s ambitions to bring all iPhone production stateside.
Cook, who has refrained from publicly responding to the recent criticisms, has also walked a delicate line on other political matters. While reaffirming Apple’s commitment to diversity and inclusion, he has acknowledged the need to adapt to changing legal realities.
