While Apple CEO’s salary has been $3 million since 2016. However, most of the CEO’s compensation is performance-based. In fiscal 2025, Tim Cook’s salary was $3,000,000 and his total compensation was $74,294,811, according to Apple’s 2026 proxy statement, which comprised stock awards of $57,535,293, non-equity incentive plan compensation of $12,000,000 and all other compensation of $1,759,518. In 2022, the salary of Tim Cook was still $3 million, but he had total compensation of over $99 million, which comprised stock awards and other incentives and bonuses.
Updated 6 October 2026: we refreshed 8 figures on this page, now taken from SEC EDGAR filings. Anything we could not check against a current source keeps its original year, so you can see how old it is.
Latest figures · checked 6 October 2026
Apple CEO Tim Cook’s total compensation for fiscal 2025 was $74,294,811, including a $3,000,000 salary and $57,535,293 in stock awards. SEC EDGAR filings
Tim Cook received $12,000,000 in non-equity incentive plan compensation for fiscal 2025, per Apple’s 2026 proxy statement. SEC EDGAR filings
Apple CFO Kevan Parekh’s total compensation for fiscal 2025 was $22,467,309. SEC EDGAR filings
For 2025, Tim Cook’s total target compensation was $59 million, of which only $3 million was base salary.
In 2022, Tim Cook still got a $3 million base salary, and the total target compensation (based on performance) was $84 million.
By 2023, Tim Cook’s rewards were based, for instance, on much better Apple stock performance than the S&P 500 Index.
Key numbersChecked 6 October 2026
$74,294,811,Apple CEO Tim Cookโs total compensation for fiscal 2025 was $74,294,811, including a $3,000,000 salary andโฆSEC EDGAR filings
$12,000,000Tim Cook received $12,000,000 in non-equity incentive plan compensation for fiscal 2025, per Appleโs 2026โฆSEC EDGAR filings
$22,467,309Apple CFO Kevan Parekhโs total compensation for fiscal 2025 was $22,467,309.SEC EDGAR filings
$3 millionWhile Apple CEO's salary has been $3 million since 2016.This article
In one lineWhile Apple CEO's salary has been $3 million since 2016.
FourWeekMBABusiness EngineerAt a glance
Apple CEO Tim Cookโs total compensation for fiscal 2025 was $74,294,811, including a $3,000,000 salary and $57,535,293 in stock awards.
Tim Cook received $12,000,000 in non-equity incentive plan compensation for fiscal 2025, per Appleโs 2026 proxy statement.
For 2025, Tim Cookโs total target compensation was $59 million, of which only $3 million was base salary.
Performance-Based Compensation: The CEOโs total target compensation in 2025 was $59 million, which was based on the company's performance, such as Apple stock outperforming the S&P 500 Index.
Layout and figures refreshed 6 October 2026. Sources are listed at the end of the article.
Why it mattersFrom the article
By 2023, Tim Cook's rewards were based, for instance, on much better Apple stock performance than the S&P 500 Index.
The long-term packages are time-based and are usually vested in a few years.
The same pattern is followed for other top executives.
Take the case of Luca Maestri, CFO of the company, which earned $1 million in base salary in 2023.
With an annual incentive of $3.5 million in the same period.
Yet he earned nearly $27 million in total compensation in 2023, thanks to stock awards!
The same applies to the other top executives of the company.
The long-term packages are time-based and are usually vested in a few years.
Apple CEO Compensation: Apple’s CEO, Tim Cook, has a base salary of $3 million since 2016, but the majority of his compensation is performance-based. In fiscal 2025, his total compensation was $74,294,811, including stock awards and other incentives and bonuses.
Performance-Based Compensation: The CEO’s total target compensation in 2025 was $59 million, which was based on the company’s performance, such as Apple stock outperforming the S&P 500 Index.
Other Top Executives: Similar to the CEO, other top executives also receive performance-based compensation. For example, Kevan Parekh, Senior Vice President and Chief Financial Officer of Apple, earned a salary of $891,519 and non-equity incentive plan compensation of $3,120,317 in 2025.
Long-Term Performance Awards: Top executive teams, including the CFO, receive long-term performance awards, which may total millions of dollars. These packages are time-based and vest over a few years.
As of 2024, major Apple shareholders comprised Warren Buffet’s Berkshire Hathaway with 5.92% of the company’s stock (valued at nearly $170 billion as of February 2024). Followed by other individual shareholders like Tim Cook, CEO of Apple, with about 3.3 million shares, and Artur Levinson, chairman of Apple, with over 4.5 million shares. Top institutional investors comprise The Vanguard Group with 8.27% ownership and BlackRock with 6.66% ownership.
Apple has a business model that is divided into products and services. Apple generated over $383 billion in revenues in 2023, of which over $200 billion came from iPhone sales, $29.36 billion came from Mac sales, $39.84 billion came from accessories and wearables (AirPods, Apple TV, Apple Watch, Beats products, HomePod, iPod touch, and accessories), $28.3 billion came from iPad sales, and $85.2 billion came from services.
iPhone and Services sales represented the main revenue drivers in 2022. Within the service revenues, the fastest growing sub-segment was the advertising business Apple built on top of the App Store, followed by the Mac, Accessories & Wearables, and the iPad.
In 2023, most of Apple’s sales (63%) came from indirect channels (comprising third-party cellular networks, wholesalers/retailers, and resellers). These channels are critical for sales amplification, scale, and subsidies (to enable the iPhone to be purchased by many people). In comparison, the direct channel represented 37% of the total revenues. Stores are critical for customer experience, enabling the service business and branding at scale.
Apple is a tech giant, and as such, it encompasses a set of value propositions that make Apple’s brand recognized, among consumers. The three fundamental value propositions of Apple’s brand leverage the “Think Different” motto; reliable tech devices for mass markets; and starting in 2019, Apple also started to emphasize more and more privacy to differentiate itself from other tech giants.
By February 2024, Apple was worth nearly three trillion dollars. Apple generated over $200 billion from iPhone sales in 2023, which accounted for over 52% of its net salesโfollowed by services revenues at over $85.2 billion, wearables and accessories at over $39.84 billion, Mac sales at $29.36 billion, and iPad sales at over $28 billion.
In 2023, iPhone sales represented 52% of Apple’s net sales, the same in 2022. Yet in 2023 revenue from the iPhone slightly slew down to over $200 billion in sales, compared to over $205 billion in iPhone sales in 2022, still a growth compared to almost $192 billion in iPhone sales in 2021.
Apple generated nearly $97 billion in profits in 2023, compared to almost a hundred billion dollars in profits in 2022, $94.6 billion in 2021, and over $57 billion in 2020.
Appleโs mission is โto bring the best user experience to its customers through its innovative hardware, software, and services.โ And in a manifesto dated 2019 Tim Cook set the vision specified as โWe believe that we are on the face of the earth to make great products and thatโs not changing.โ
It costs Apple $501 to make an iPhone 14 Pro Max, and the company sells it at a base price of $1099. This makes Apple’s base markup on the latest iPhone model at 119% Apple is the only tech company able to sell its tech products at such a premium, thanks to a combination of hardware, software, and marketplace.
While Apple Tim Cook’s salary has been $3 million since 2016, most of Tim Cook’s compensation is performance-based. For instance, in 2023, while the salary of Tim Cook was $3 million, he had total compensation of over $63.2 million, which comprised stock awards and other incentives and bonuses.
Tim Cook’s net worth is primarily comprised of his Apple stocks. As of 2024, he owned 3,28 million shares of Apple worth over $600 million at the current rate. However, Tim Cook has sold part of his Apple stocks over the years for hundreds of millions of dollars, making him a billionaire.
Gennaro is the creator of FourWeekMBA, which reached about four million business people, comprising C-level executives, investors, analysts, product managers, and aspiring digital entrepreneurs in 2022 alone | He is also Director of Sales for a high-tech scaleup in the AI Industry | In 2012, Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy.
Scroll to Top
Discover more from FourWeekMBA
Subscribe now to keep reading and get access to the full archive.
