Apple CEO Tim Cook is doubling down on his Nike stock ownership, with his purchase of close to $3 million in shares seen as an endorsement of the sports brand's turnaround strategy.

Cook's decisions drove Apple's stock price ever higher. As a result, the company's market cap has increased from $1 trillion in 2018 to a whopping $4 trillion in 2025. Revenue has also continued its steady upward pace, with Apple reporting $416 billion in total sales for its fiscal 2025, up from $391 billion in the prior year.

Next year’s unveiling of Apple Glasses could be a key step toward Tim Cook’s “top priority” AR product finally launching.

Apple is expected to start the year by targeting students and first-time buyers with more accessible products.