Weak Apple Performance And Missed Goals Deal $1.5 Million Blow To CEO Tim Cook’s Salary For 2016

Weak Apple Performance And Missed Goals Deal $1.5 Million Blow To CEO Tim Cook's Salary For 2016
Apple missed its revenue and profit goals in 2016 and the weak performance took a toll on its top executives' pay. Apple CEO Tim Cook, for instance, took a $1.5 million blow. ( Stephen Lam | Getty Images )

Apple had a disappointing performance and missed its targets so top executives, including company CEO Tim Cook, made less money in 2016. More specifically, as the company missed both its revenue and profit goals for the first time since at least 2009, Cook received $1.5 million less compensation for the year.

Since late CEO Steve Jobs left the company in Cook’s hands, Apple has received a steady stream of criticism over not being innovative enough. Even so, Apple still managed to exceed its stretch goals year after year, up until now.

Apple In 2016: Missed Goals And Weak Performance

For the first time since Tim Cook took over as CEO, Apple’s revenue and operating income missed both targeted and stretched goals for the year, the company reveals in a regulatory filing with the U.S. Securities and Exchange Commission (SEC).

Apple’s iPhone was the most-wanted gift for the recently ended holiday season and Apple ranked top in holiday device activations, managing to surpass Samsung, but a good holiday season was not enough to turn things around and make up for the rest of the year.

Apple Executives’ Pay Shrinks

With a weak overall performance and missed goals, Apple executives were not able to maximize the cash incentives included in their compensation packages. In past years when it reached its goals, Apple offered its executives the maximum total payout, maxing out the full potential cash incentives.

For 2016, the compensation was substantially lower, but that doesn’t mean the executives walked out empty-handed. Tim Cook got $8.75 million in total 2016 compensation, marking a $1.5 drop from the $10.3 million he received in 2015. Other executives were affected by the weak performance as well, receiving lower pay in 2016 than in 2015.

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