Apple CEO Tim Cook achieved what many business leaders may have failed to achieve: he was able to create a personal relationship with the president-elect. Donald Trump through carefully planned dinners and meetings, according to a report, adding that other business leaders including Tech CEO can follow Cook’s playbook.
Citing sources familiar with their interactions, The Wall Street Journal reports that during Trump’s first term, Cook engaged directly, often bypassing traditional channels to personally interact with the president-elect through phone calls and meals .

Single Data Point: Cook’s Key Strategy

One of the key strategies Cook employed was focusing on a single data point during meetings with Trump, which meant discussions stayed on track and avoided unnecessary discussions. For example, in 2017, while Trump was working on a tax cut plan, Cook highlighted how Apple would increase U.S. investment if it were allowed to repatriate $250 billion in overseas cash at a tax rate reduced.
In another case, which can be considered Cook’s most significant victory, in 2019, when Apple faced a potential 10% tariff on Chinese imports, where most of its devices are manufactured , Cook personally connected with Trump. He explained how the tariffs would increase iPhone prices and benefit competitors like Samsung.
Shortly after, the Trump administration scaled back its tariff plan, exempting electronic devices like the iPhone. In turn, Apple reversed its decision to move production of the Mac Pro to China, keeping the operation in Austin, Texas.

Trump praised Cook: ‘…he calls me and the others don’t’

Trump has publicly praised Cook for his hands-on approach, calling him a “great leader” for his hands-on engagement. “That’s why he’s a great executive, because he calls me and other people don’t,” Trump said in 2019.
Even before Trump’s recent re-election, Cook had resumed his outreach activities. In October, Trump mentioned in a podcast that Cook had called to discuss Apple’s legal problems in Europe, where the company faces massive fines for violating competition laws.
After Trump’s 2024 election victory, Cook congratulated him and signaled that their relationship would continue.
“We look forward to engaging with you and your administration,” Cook wrote on social media. Reports also suggest that Google CEO Sundar Pichai also called Trump to congratulate him. Google is currently surrounded by antitrust lawsuits for its alleged monopolistic practices in search and advertising businesses.