Business | Falling from the sky

Can Tim Cook stop Apple going the same way as Nokia?

It’s time to tear up the rule book

Tim Cook, Apple’s CEO, waves during the company’s 2025 World Wide Developers Conference
Photograph: Reuters
|SAN FRANCISCO|7 min read

Editor’s note (June 9th 2025): This article has been updated.

Explore more

This article appeared in the Business section of the print edition under the headline “Falling from the sky”

From the June 14th 2025 edition

Discover stories from this section and more in the list of contents

Explore the edition
A Cognac-maker tastes a sample of Cognac brandy in his cellar.

Pity France’s cognac-makers

They have won a respite from China, but face growing pressures in America

Linda Yaccarino, the CEO of X

Linda Yaccarino goes from X CEO to ex-CEO

The top position at Elon Musk’s social-media platform is open once again


Does working from home kill company culture?

Our analysis suggests it depends on what sort of culture bosses want


On Lego, love and friendship

Human relations are a useful way to think about brands

Jeff Bezos 2.0: new wife, newish job, old vision

The Amazon founder’s semi-retirement plan

Would you pay $19 for a strawberry?

The rise of luxury fruit