cook heroApple CEO Tim Cook today sold more than $43 million worth of Apple stock, according to documents filed with the United States Securities and Exchange Commission.

Cook sold 268,623 shares at prices ranging from $159.27 to $161.43, earning more than $43 million, all of which is held in a trust. Cook's stock was sold as part of a pre-arranged Rule 10b5-1 Plan set up in May of 2017, according to the SEC.

Cook sold the stock after 560,000 RSUs vested on August 24, 2017. 280,000 of the restricted stock units he received were time based, while another 280,000 were performance based.

A restricted stock unit (aka RSU) is compensation valued in terms of a company's stock, but the stock is not issued at the time of the grant. Instead, the recipient receives the stock at a later date, a method generally used to make sure employees stay with a company for a set period of time.

While Cook was originally set to receive 1,000,000 RSUs awarded over a 10-year period in two lump sums (the 1,000,000 share number was prior to Apple's 2014 7-1 stock split -- it's now 7,000,000), a 2013 amendment modified how his stock is awarded, shifting it from a time-based system to a performance-based system with the RSUs doled out over a 10-year period from 2011 to 2021.

Cook received one lump sum of 700,000 RSUs in 2016, and will receive another 700,000 in 2021. The remaining 5,600,000 RSUs are awarded based on Apple's performance compared to other companies in the S&P 500.

If Apple's total shareholder return is within the top third of the best performing companies in the S&P 500, Cook receives all 560,000 RSUs in a given year. If the company's performance is in the middle third, Cook's award is reduced by 25 percent, and if Apple happens to fall in the bottom third, Cook's award is reduced by 50 percent.

As Apple performed well this year, Cook received all 560,000 shares in 2017. In addition to the stock Cook sold, Apple also sold 291,377 shares worth $46 million on Cook's behalf to settle his tax liability for the RSUs.

Top Rated Comments

Pipper99 Avatar
107 months ago
Steve Jobs would never have sold Tim Cook's stock.
Score: 42 Votes (Like | Disagree)
OldSchoolMacGuy Avatar
107 months ago
Have said it before, will say it again ... the iPhone 8 "without" Touch ID is a looming catastrophe ! ... Tim Cook very-likely knows this ... it's the single biggest R&D gamble Apple has made in a long, long time ... Apple made a Tech Gamble on Touch ID (under Glass), and it didn't pay off ... at least by the Intro of the iPhone 8 ... as such, IMO, only the Extremely Young and Extremely Dumb will buy-into the iPhone 8 sales pitch (that Facial Recognition / Face ID is the greatest thing since indoor plumbing) ... most will balk at the iPhone 8's price AND certainly w/o Touch ID (under Glass).

If I was running Apple I way announce the iPhone 8 on September 12th, but also state that we're NOT going to market UNTIL Touch ID (under Glass) is functional & secure to our satisfaction.

NO ONE should be surprised if Apple is trading under $100/share within 3 months after September 12th, if Apple chooses the wrong course of action.
That's the silliest nonsense I've ever seen posted on MR. No one thinks Apple will trade for under $100/share in 3 months, no matter what the announcement later this month. Believing that would show a complete lack of knowledge of business, sales, and reality.

There's a reason you aren't running Apple and it's clear by your statement that you aren't in a position to run any successful business.
Score: 20 Votes (Like | Disagree)
garirry Avatar
107 months ago
I wish I could sell $43M in anything.
Score: 19 Votes (Like | Disagree)
OldSchoolMacGuy Avatar
107 months ago
Aren’t there tax reasons he sells stock at certain times?
Yes. Every time one of these articles gets posted, idiots think Apple is doomed. What they don't understand is that executives at all companies can only sell stock at certain times and must disclose it in advance. They can't simply dump their stock right before a product release because they think things look bad. They have to file their intentions to sell months in advance in most cases.

Tim has sold stock before, just as Zuckerberg and every other CEO at most long established companies have done. Cook still has over $100 million in Apple stock. If he believed they were doomed, why wouldn't he sell it all instead of holding on to the majority?
Score: 19 Votes (Like | Disagree)
OPBD Avatar
107 months ago
This was part of a Rule 10b5-1 trading plan which was set in motion earlier this year and shares will be sold automatically per the trading plan so that Tim does not run afoul of insider trading rules. He still owns over $470 million of Apple stock so this sale is less than 10% of his holdings.
Score: 13 Votes (Like | Disagree)
Michael Scrip Avatar
107 months ago
Yes. Every time one of these articles gets posted, idiots think Apple is doomed. What they don't understand is that executives at all companies can only sell stock at certain times and must disclose it in advance.
MacRumors should start every one of these article with that:

"Tim Cook occasionally schedules stock-selling... just like every other CEO..."

:P
Score: 11 Votes (Like | Disagree)

Popular Stories

iOS 26

Everything New in iOS 26.2 Beta 3

Monday November 17, 2025 3:20 pm PST by
Apple provided developers with the third beta of an upcoming iOS 26.2 update, and there are still new features that are being added with each beta that we get. We've rounded up all of the changes that Apple made in beta 3. AirDrop Apple added new AirDrop functionality, providing a way for two people to share files temporarily without having to add one another as contacts. iOS 26.2...
applecare apple care banner

Apple Brings New AppleCare+ Options to India

Tuesday November 18, 2025 8:42 am PST by
Apple today announced an expansion of AppleCare+ coverage in India, with new options for monthly and annual plans, and the addition of Theft and Loss for iPhone for the first time. Options for monthly and annual AppleCare+ plans in India provide more choice and flexibility, allowing users to keep coverage for as long as they require. Apple's vice president of Worldwide iPhone Product...
Apple Wallet ID Illinois

iPhone Driver's License Feature Launching in Illinois

Tuesday November 18, 2025 8:47 am PST by
In select U.S. states, residents can add their driver's license or state ID to the Wallet app on the iPhone and Apple Watch, providing a convenient and contactless way to display proof of identity or age at select airports and businesses, and in select apps. Starting this Wednesday, November 19, the feature will be available to residents of Illinois. The announcement confirmed that the...
iPhone 17 Pro Cosmic Orange

10 Reasons to Wait for Next Year's iPhone 18 Pro

Wednesday November 19, 2025 4:00 am PST by
Apple's iPhone development roadmap runs several years into the future and the company is continually working with suppliers on several successive iPhone models at the same time, which is why we often get rumored features months ahead of launch. The iPhone 18 series is no different, and we already have a good idea of what to expect for the iPhone 18 Pro and iPhone 18 Pro Max. One thing worth...
iPhone 17 Pro and Air N1 Feature

iPhone 17 vs. iPhone 16 Wi-Fi Speeds: New Study Reveals the Winner

Tuesday November 18, 2025 10:53 am PST by
A new study has revealed that the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and iPhone Air achieve significantly faster average Wi-Fi speeds compared to the iPhone 16 series, thanks to Apple's custom-designed N1 chip. The study was conducted by Ookla, the company behind the popular Speedtest website and app. It said the results are based on global, crowdsourced Speedtest user data...
Magic Keyboard Touch ID Feature

Apple Releases New Firmware for 140W USB-C Power Adapter, Magic Keyboard and Magic Trackpad

Tuesday November 18, 2025 1:05 pm PST by
Apple today released updated firmware for several accessories, including the 140W USB-C Power Adapter, the Magic Trackpad 2, the Magic Trackpad USB-C, the Magic Keyboard with Touch ID, and the Magic Keyboard with Touch ID and Numeric Keypad. There is no word on what's included in the updated firmware at this time, but it could offer performance improvements and security updates. Accessory...
Apple Sports App Preview Feature

Apple Sports App on iPhone Now Available in More European Countries

Monday November 17, 2025 6:27 am PST by
The free Apple Sports app on the iPhone was released in additional European countries today, including Belgium, Croatia, Czechia, the Netherlands, Luxembourg, Poland, Hungary, Denmark, Finland, Norway, Sweden, Switzerland, Slovakia, Slovenia, Serbia, Greece, Estonia, Latvia, Romania, Ukraine, and others. The app was already available in the U.S., the U.K., Canada, Austria, France, Germany,...
macbook black friday

The Best Early Black Friday Mac Deals

Tuesday November 18, 2025 7:32 am PST by
We're getting closer to Black Friday, which lands next week on Friday, November 28. In the lead-up to the shopping holiday, we're tracking a few lowest-ever prices on Apple's most popular Macs, including the M4 MacBook Air and brand new M5 MacBook Pro. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment,...
best early black friday deals

Best Black Friday Apple Deals Live Now - Save on AirPods, iPads, and Apple Watches

Saturday November 15, 2025 1:45 pm PST by
We're officially in the month of Black Friday, which will take place on Friday, November 28 in 2025. As always, this will be the best time of the year to shop for great deals, including popular Apple products like AirPods, iPad, Apple Watch, and more. In this article, the majority of the discounts will be found on Amazon. Note: MacRumors is an affiliate partner with some of these vendors. When ...
AirPods Pro Firmware Feature

Apple Releases New Firmware for AirPods Pro 2, AirPods Pro 3, and AirPods 4

Thursday November 13, 2025 11:35 am PST by
Apple today released new firmware designed for the AirPods Pro 3, the AirPods 4, and the prior-generation AirPods Pro 2. The AirPods Pro 3 firmware is 8B25, while the AirPods Pro 2 and AirPods 4 firmware is 8B21, all up from the prior 8A358 firmware released in October. There's no word on what's include in the updated firmware, but the AirPods Pro 2, AirPods 4 with ANC, and AirPods Pro 3...