tim cook apple code
Cook at Code in 2022.Jerod Harris/Getty Images for Vox Media
  • Apple's market cap is worth more than the others.

  • Tech companies have had to contend with more resistance for investing too much.

  • Tim Cook avoids controversy which may insulate the company from criticism.

It has been suggested that Apple's keep-your-head-down approach has paid off.

Apple's market cap stood at $2.307 trillion as of the stock market's close on Wednesday, while its tech peers' market caps added to slightly less.

While other tech companies have been punished for investing too much money in moonshot projects, Apple has remained focused on its core businesses.

Apple has been subject to controversy. The company is accused of being a monopoly because it takes a 30% cut of all in-app purchases. The company has been accused of undercutting other businesses.

Tim Cook hasn't drawn himself into the spotlight or waded into controversy.

Cook's approach is similar to that of CEOs like Musk and Facebook's Mark Zuckerman. Meta's stock is down more than 70%, while the entire Nasdaq is down more than 30%. Apple's stock is down, but not as much.

Michael Gartenberg wrote about "boring is what's new" at Apple as an ex-Apple employee-turned- journalist.

It costs more to be an investor in Apple than it does in other tech companies.

Business Insider has an article on it.