structural:scholar_edition, linguistic:paraphrasing
2012–present: Tim Cook era

Due to deteriorating health, Steve Jobs resigned as CEO on August 24, 2011, and Tim Cook was named as his successor. Cook's first keynote address launched iCloud, moving the digital hub from the Mac to the cloud. In 2012, the MacBook Pro was refreshed with a Retina display, and the iMac was slimmed and lost its SuperDrive.

During Cook's first few years as CEO, Apple fought media criticisms that it could no longer innovate without Jobs. In 2013, Apple introduced a new cylindrical Mac Pro, with marketing chief Phil Schiller exclaiming "Can't innovate anymore, my ass!". The new model had a miniaturized design with a glossy dark gray cylindrical body and internal components organized around a central cooling system. Tech reviewers praised the 2013 Mac Pro for its power and futuristic design; however, it was poorly received by professional users, who criticized its lack of upgradability and the removal of expansion slots.

The iMac was refreshed with a 5K Retina display in 2014, making it the highest-resolution all-in-one desktop computer. The MacBook was reintroduced in 2015, with a completely redesigned aluminum unibody chassis, a 12-inch Retina display, a fanless low-power Intel Core M processor, a much smaller logic board, a new Butterfly keyboard, a single USB-C port, and a solid-state Force Touch trackpad with pressure sensitivity. It was praised for its portability, but criticized for its lack of performance, the need to use adapters to use most USB peripherals, and a high starting price of $1,299 (equivalent to $1,700 in 2023). In 2015, Apple started a service program to address a widespread GPU defect in the 15-inch 2011 MacBook Pro, which could cause graphical artifacts or prevent the machine from functioning entirely.