From green bubble stigma to celebrities championing Apple Watches, the Tim Cook era is one of elevated prestige for those owning Apple products.

Tim Cook’s job was to make Apple boring—and he did. Cook, Apple’s chief executive officer, is stepping down after 15 years in the role. He had succeeded Steve Jobs after the visionary co-founder of Apple Computer Company left only months before dying of pancreatic cancer in 2011.

While Jobs launched the iPhone in 2007, it was then chief operating officer Cook who oversaw the supply chain that met demand while minimizing costs.