Apple CEO Tim Cook placed in Adweek’s second annual “The Power List,” trailing Mark Zuckerberg of Facebook and Larry Page, co-founder of Google’s Alphabet.
To assemble The Power List, AdWeek — which covers breaking news and trends in media, marketing, advertising and technology — “considered the profiles and results of global corporate titans, taking into account such criteria as company value, revenue and revenue growth, market performance, consumer reach and affinity, their standing among rivals, the number of employees overseen, key acquisitions and partnerships, industry accolades and media buzz.”
Here’s what Adweek has to say about Cook: “Lately, Apple’s shiny reputation has been tarnished. Following four years of dynamic growth since Cook, 55, took over from legendary co-founder Steve Jobs, Apple began underperforming its Silicon Valley peer group, and the tech giant’s stock has slipped accordingly. After becoming the first U.S. corporation to hit $700 billion in market capitalization, the company’s value recently dipped below $500 billion, and Apple now finds itself in a slugfest with Alphabet for the top slot on the S&P 500.
The biggest culprits? Slower iPhone sales and a disappointing debut of the Apple Watch. Some say the correction is long overdue—and few blame Cook for the slide. In fact, he is making inroads that could open new revenue streams down the line. One example: a recent $1 billion investment in ride-hailing service Didi Chuxing, the ‘Uber of China.’Another: The Apple Music app for Android OS launched in November, arguably the company’s biggest push into a rival platform. Ads for the app starring Taylor Swift went viral, displaying a juicy cultural tang Apple’s advertising has been missing of late. (Apple did win two Grand Clios, one for its ‘World Gallery’ iPhone campaign, and another for ‘The Game Before the Game’ from its Beats by Dre unit.)”