Apple just scored big in Washington, and it looks like Tim Cook’s smooth diplomacy had everything to do with it. At the end of last week, the Trump administration rolled out a fresh round of tariff exemptions — and surprise, surprise — products Apple manufactures in China and ships to the US made the cut.
It wasn’t just Apple that benefited, though. The carve out also gave a leg-up to other major US tech firms building similar hardware. But let’s not kid ourselves — Apple came out on top.
The Cook charm offensive
So how did Apple manage to dodge the tariff hammer (again)? One word: relationship-building. Cook has been in Trump’s orbit since the early days of his second presidency, showing up to meetings, keeping things private, and — perhaps most importantly — not being a public whiner.
Former Commerce Secretary Wilbur Ross even said Cook earned respect because he was “careful,” not dramatic, and always made realistic points about Apple’s China ties and its critical role in the US economy. And unlike some execs who throw tantrums in op-eds, Cook played the long game, says Ross — and it paid off.
That strategy has now become the unofficial CEO playbook. Nvidia’s Jensen Huang, Google’s Sundar Pichai, and other tech titans have also been seen making the rounds with Trump in recent weeks — all trying to soften the blow of his trade policies.
It’s not just about Apple… unless it is
The White House insists this isn’t an Apple-specific move. Kush Desai, a spokesman, claimed the exemptions were part of a “nuanced, strategic approach” to China, not some VIP treatment for Cook and Co.
But here’s the tea: of the seven product lines that got new exemptions, all are tied directly to stuff Apple makes. Lori Wallach from Rethink Trade straight-up called Apple the biggest beneficiary of the exemptions.
There’s also a semiconductor investigation going on, which sounds like a distraction to keep things looking “fair.”
The takeaway?
Tim Cook didn’t just dodge tariffs — he rewrote the CEO rule book. By keeping his cool, backing key policies, and knowing when to get friendly with the administration, he’s positioned Apple as the White House’s favourite tech company. And whether they admit it or not, other tech CEOs are now following his lead.
