Apple recorded a closing on Wednesday (14) with an estimated market value of US$ 5.005 trillion, which is equivalent to approximately R$ 25.2 trillion. This achievement makes it the second corporation in history to end the day with a capitalization exceeding US$ 5 trillion.
This milestone reinforces Tim Cook's legacy and sets a significant challenge for his successor, John Ternus: sustaining company growth and strengthening its presence in the artificial intelligence (AI) competition.
The shares of the iPhone manufacturer reached a record level, causing the market capitalization to slightly surpass the historical threshold. Although the company had crossed the US$ 5 trillion mark on six previous occasions during trading, it had never finished a session above this value. Nvidia was the first company to reach such a level.
The leadership transition occurred after 15 years of Cook's management at Apple. During his tenure, which ended on August 31, the company's market value multiplied by 13, and annual iPhone sales nearly quadrupled.
Strategic Challenges and Company Response
The company's current strategy faces new obstacles. High demand for components destined for AI data centers has caused shortages and increased the costs of memory and storage chips used in iPhone, Mac, and iPad devices.
In response, Apple implemented price increases on its products, including older iPhone models that would usually have reduced values after the launch of new generations. Theoretically, these adjustments could encourage consumers to postpone replacing their devices, negatively impacting sales.
However, so far, the market reception has been favorable: since the first round of price adjustments, the company's shares have risen by 25%. Analyst Wamsi Mohan from Bank of America believes that consumers will remain willing to pay more for the devices, allowing the company to maintain or even increase total profit despite lower margins.
Mohan also mentioned to The Wall Street Journal the potential of the future foldable iPhone, named iPhone Duo, and the AI innovations of Siri as factors that could drive device upgrades.
Artificial Intelligence as a Vulnerable Point
AI is seen as one of the most fragile aspects of Apple's strategy. The company failed to create its own cutting-edge model capable of competing with major market systems, causing Siri to lag behind competing assistants. The launch of ChatGPT intensified consumer expectations regarding chatbot capabilities on smartphones.
The company seeks to reverse this situation with a new version of Siri, developed with Google's support and scheduled for release in the Northern Hemisphere autumn. Although the assistant still has limitations compared to rivals, its native integration into the iPhone offers an advantage: Apple controls the device used by millions of people and has access to personal data that, with authorization, could enable more contextual functionalities.
However, the evolution of AI agents is happening at a rapid pace. Systems that can perform tasks on behalf of users increase pressure on Apple to develop competitive features and maintain its relevance in the sector.
Competition extends beyond just software. OpenAI plans to introduce a line of AI devices and has recruited hundreds of former Apple employees to boost its hardware strategy. In July, Apple sued OpenAI, alleging theft of trade secrets. OpenAI contested, stating it knew of no evidence supporting the accusation.
In a new lawsuit on Wednesday, OpenAI accused Apple of hiring one of its employees who allegedly took confidential files with him. The iPhone manufacturer refuted this, stating it had found no evidence to support the claim.
This dispute demonstrates that device dominance can be as crucial as AI model development. If OpenAI manages to establish a new way of interaction between people and technology, it could challenge the position Apple consolidated with the iPhone.
For Ternus, progress in AI will be decisive in defining the company's next phase. The new CEO will need to convert AI into a source of innovation and growth without neglecting the rigorous financial discipline that characterized Cook's management.