Tim Cook Says Apple's $1 Trillion Value is a 'Significant Milestone' But 'Not the Most Important Measure of Success' in Employee Memo

cook heroApple today reached a major milestone and became the first publicly listed U.S. company to reach a $1 trillion market capitalization. Following the news, Apple CEO Tim Cook, who did not comment publicly on the occasion, sent out a memo to employees, which was shared by Buzzfeed.

In the memo, Cook said that while the valuation is a "significant milestone" that the company should be proud of, it's not the most important measure of Apple's success. He instead thanked employees and said that it's their hard work and refusal to settle for less that makes Apple great.

Team,

Today Apple passed a significant milestone. At our closing share price of $207.39, the stock market now values Apple at more than $1 trillion. While we have much to be proud of in this achievement, it's not the most important measure of our success. Financial returns are simply the result of Apple's innovation, putting our products and customers first, and always staying true to our values.

It's you, our team, that makes Apple great and our success is due to your hard work, dedication and passion. I am deeply humbled by what you do, and it's the privilege of a lifetime to work alongside you. I want to thank you from the bottom of my heart for all the late hours and extra trips, all the times you refuse to settle for anything less than excellence in our work together.

Let's take this moment to thank our customers, our suppliers and business partners, the Apple developer community, our coworkers and all those who came before us at this remarkable company.

Steve founded Apple on the belief that the power of human creativity can solve even the biggest challenges -- and that the people who are crazy enough to think they can change the world are the ones who do. In today's world, our mission is more important than ever. Our products not only create moments of surprise and delight, they empower people all around the globe to enrich their lives and the lives of others.

Just as Steve always did in moments like this, we should all look forward to Apple's bright future and the great work we'll do together.

Tim

With a closing stock price of $207.39 following a record breaking Q3 earnings report on Tuesday and a total of 4,829,926,000 outstanding shares as of July 20, Apple successfully beat Amazon, Microsoft, and Google parent company Alphabet to a $1 trillion valuation.

Apple is set to have yet another strong quarter with the 2018 iPhones, new iPad Pros, new Apple Watch models, and new Macs on the horizon.

Tags: AAPL, Tim Cook

Popular Stories

iOS 26

Everything New in iOS 26.2 Beta 3

Monday November 17, 2025 3:20 pm PST by
Apple provided developers with the third beta of an upcoming iOS 26.2 update, and there are still new features that are being added with each beta that we get. We've rounded up all of the changes that Apple made in beta 3. AirDrop Apple added new AirDrop functionality, providing a way for two people to share files temporarily without having to add one another as contacts. iOS 26.2...
applecare apple care banner

Apple Brings New AppleCare+ Options to India

Tuesday November 18, 2025 8:42 am PST by
Apple today announced an expansion of AppleCare+ coverage in India, with new options for monthly and annual plans, and the addition of Theft and Loss for iPhone for the first time. Options for monthly and annual AppleCare+ plans in India provide more choice and flexibility, allowing users to keep coverage for as long as they require. Apple's vice president of Worldwide iPhone Product...
Apple Wallet ID Illinois

iPhone Driver's License Feature Launching in Illinois

Tuesday November 18, 2025 8:47 am PST by
In select U.S. states, residents can add their driver's license or state ID to the Wallet app on the iPhone and Apple Watch, providing a convenient and contactless way to display proof of identity or age at select airports and businesses, and in select apps. Starting this Wednesday, November 19, the feature will be available to residents of Illinois. The announcement confirmed that the...
iPhone 17 Pro Cosmic Orange

10 Reasons to Wait for Next Year's iPhone 18 Pro

Wednesday November 19, 2025 4:00 am PST by
Apple's iPhone development roadmap runs several years into the future and the company is continually working with suppliers on several successive iPhone models at the same time, which is why we often get rumored features months ahead of launch. The iPhone 18 series is no different, and we already have a good idea of what to expect for the iPhone 18 Pro and iPhone 18 Pro Max. One thing worth...
iPhone 17 Pro and Air N1 Feature

iPhone 17 vs. iPhone 16 Wi-Fi Speeds: New Study Reveals the Winner

Tuesday November 18, 2025 10:53 am PST by
A new study has revealed that the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and iPhone Air achieve significantly faster average Wi-Fi speeds compared to the iPhone 16 series, thanks to Apple's custom-designed N1 chip. The study was conducted by Ookla, the company behind the popular Speedtest website and app. It said the results are based on global, crowdsourced Speedtest user data...
Magic Keyboard Touch ID Feature

Apple Releases New Firmware for 140W USB-C Power Adapter, Magic Keyboard and Magic Trackpad

Tuesday November 18, 2025 1:05 pm PST by
Apple today released updated firmware for several accessories, including the 140W USB-C Power Adapter, the Magic Trackpad 2, the Magic Trackpad USB-C, the Magic Keyboard with Touch ID, and the Magic Keyboard with Touch ID and Numeric Keypad. There is no word on what's included in the updated firmware at this time, but it could offer performance improvements and security updates. Accessory...
macbook black friday

The Best Early Black Friday Mac Deals

Tuesday November 18, 2025 7:32 am PST by
We're getting closer to Black Friday, which lands next week on Friday, November 28. In the lead-up to the shopping holiday, we're tracking a few lowest-ever prices on Apple's most popular Macs, including the M4 MacBook Air and brand new M5 MacBook Pro. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment,...
Apple Sports App Preview Feature

Apple Sports App on iPhone Now Available in More European Countries

Monday November 17, 2025 6:27 am PST by
The free Apple Sports app on the iPhone was released in additional European countries today, including Belgium, Croatia, Czechia, the Netherlands, Luxembourg, Poland, Hungary, Denmark, Finland, Norway, Sweden, Switzerland, Slovakia, Slovenia, Serbia, Greece, Estonia, Latvia, Romania, Ukraine, and others. The app was already available in the U.S., the U.K., Canada, Austria, France, Germany,...
best early black friday deals

Best Black Friday Apple Deals Live Now - Save on AirPods, iPads, and Apple Watches

Saturday November 15, 2025 1:45 pm PST by
We're officially in the month of Black Friday, which will take place on Friday, November 28 in 2025. As always, this will be the best time of the year to shop for great deals, including popular Apple products like AirPods, iPad, Apple Watch, and more. In this article, the majority of the discounts will be found on Amazon. Note: MacRumors is an affiliate partner with some of these vendors. When ...
AirPods Pro Firmware Feature

Apple Releases New Firmware for AirPods Pro 2, AirPods Pro 3, and AirPods 4

Thursday November 13, 2025 11:35 am PST by
Apple today released new firmware designed for the AirPods Pro 3, the AirPods 4, and the prior-generation AirPods Pro 2. The AirPods Pro 3 firmware is 8B25, while the AirPods Pro 2 and AirPods 4 firmware is 8B21, all up from the prior 8A358 firmware released in October. There's no word on what's include in the updated firmware, but the AirPods Pro 2, AirPods 4 with ANC, and AirPods Pro 3...

Top Rated Comments

omihek Avatar
95 months ago
God I can’t stand this guy. He is constantly drinking his own koolaid. He doesn’t do a damn thing either, he is nothing but a questionable businessman.

The engineers and staff on the floor are the ones who put that stock where it is today, whether it’s agreed upon or not with the value it has.

Steve Jobs is the last man to wear a hat that actually felt like he was making changes happen just like the guys on the floor.

Tim your a jokester and so am I for continuing to purchase your products. However I continue to do it as I remember the roots of the company.
Who would you like as the CEO of Apple? Someone like John Sculley perhaps? Like it or not, Tim has continued the success that Steve Jobs was known for creating within Apple. I'm not sure that just anyone could pull that off. And wasn't it Steve himself that chose Tim as his successor? If everyone on this forum really idolizes Steve as much as they claim to, maybe you should respect his last act as CEO, trusting Tim to take the helm.
Score: 82 Votes (Like | Disagree)
CreeptoLoser Avatar
95 months ago
Tim Cook is the best CEO in tech.

Look at who the rest have. Thiel is a delusional vampire. Musk is always three seconds away from a Twitter meltdown. Zuck, Jack and other social media CEOs have been data abusing Kremlin assets or creepto scam shills.

It's as if there is a trend towards dystopian sociopaths in tech and only Apple have maintained sane leadership, probably because their success has been building for many years while the others above have tried to get rich fast at the expense of security and society.
Score: 71 Votes (Like | Disagree)
code-m Avatar
95 months ago
Press time for the bean counter, kudos to you. Now update that aging Mac hardware, pathetic from a 1 Trillion dollar valuation company.
Score: 62 Votes (Like | Disagree)
Morod Avatar
95 months ago
Selling affordable products with current hardware would be even better.
Score: 57 Votes (Like | Disagree)
fate0311 Avatar
95 months ago
I really can’t stand this man.
Score: 54 Votes (Like | Disagree)
yadmonkey Avatar
95 months ago
Tim Cook has done a damn good job by most metrics. There were so many software bugs - even catastrophic ones - and hardware missteps under Steve. I think the people who rail on Cook largely weren't around for those years or are remembering them too kindly. There are many legitimate gripes about Apple these days and there were during Jobs' prime years too.

And all of the people saying Apple should aim for market share and more affordable products, you have the wrong Steve - that is Ballmer talk.
Score: 47 Votes (Like | Disagree)