In terms of Apple's products, however, Cook has largely taken a conservative approach, shepherding evolutionary changes to the existing product line (iPhone, iPad, Mac and Apple TV). The big exception -- and the biggest new product line of the Cook era -- has been the Apple Watch. Introduced alongside the iPhone 6 and 6 Plus in September 2014, the Apple Watch became available for sale in April 2015. Apple has yet to release any official sales numbers, but analysts estimate about 12 million units were sold in the first year, and according to research firm IDC, Apple is the third-most-popular wearable brand. Still, sales are said to have steeply decelerated in year two, prompting a price cut in March. A second-generation watch with GPS is rumored to be announced alongside the next iPhones in September.
2011's iPhone 4S (pictured, left) -- introduced just one day before Steve Jobs passed away -- followed the S phone tradition of keeping the same basic design as the previous year's iPhone while innovating under the hood (the Siri digital assistant was the big add), For 2012's iPhone 5 (right), Apple finally gave the iPhone a bigger screen, going from the minuscule 3.5-inch screen of earlier models to a 4-inch display, (That's still only the surface area of an average credit card.), Responding to calls for a "cheap iPhone," Apple introduced the iPhone 5C alongside the 5S in 2013, But the 5C was something of an odd duck: it was really just a plastic-bodied version of the previous year's iPhone 5, and -- while capable -- it wasn't really affordable compared to bargain Android high-density silicone case for iphone 6/6s competition, International versions that offered a meager 8GB of storage did nothing to increase its appeal, either..
2010's iPad (and its successors) proved another megahit for Steve Jobs' Apple. But while Jobs was adamant that small, 7-inch tablets -- like those from Android competitors -- were dead in the water, Tim Cook's Apple introduced the iPad Mini just one year after Jobs' passing. The Mini had a 7.9-inch screen, versus the 9.7-inch standard iPad. The iPhone went bigger and then smaller. The iPad has gone smaller and then bigger. 2015's 12.9-inch iPad Pro was the company's biggest, most expensive and most powerful tablet to date. In addition to a keyboard accessory, it also offered a stylus (of sorts) in the form of the Apple Pencil. That's another departure from Steve Jobs, who mocked the need for a stylus in his legendary introduction of the original iPhone in 2007.
A second Pro model in the more familiar 9.7-inch screen size followed in early 2016, iPad sales, while showing small signs of a revival in recent months, remain far below their peak from earlier in the decade, however, If iPad Pro comes close to being a laptop replacement, Apple -- and Tim Cook -- don't want to shut the door on the Mac yet, Cook has actively quashed rumors that the company will ever merge iOS and MacOS, and high-density silicone case for iphone 6/6s Senior VP Craig Federighi has likewise suggested that the Mac will never get a touchscreen..
Under Cook's reign, the Mac has seen a series of small improvements arguably more conservative than the upgrades to the iPhone, iPad and Apple TV. The MacBook Pro got an iPhone-inspired high-res Retina display back in 2012. Its design has remain otherwise largely unchanged, except for the addition of a "Force Touch" (pressure sensitive) touchpad in 2015. The biggest all-new Mac of the Tim Cook era is the new MacBook. With a 12-inch screen and ultrathin design, the 2015 model redefined laptop sexiness. Windows competitors are finally catching up more than a year later.