John Ternus

Apple CEO Tim Cook is giving up the title and passing the torch to John Ternus on September 1.

Unsurprisingly, Cook is taking on the role of board executive chairman, a position in which Cook is expected to remain very active as Apple’s chief global diplomat. Retiring as CEO? Yes. But retiring into the sunset? Hardly. You can take Tim at his word when he says he can’t imagine life without Apple.

As Apple’s CEO transition shifts into the public-facing phase, I couldn’t help but revisit some of the official press material from the previous changing of the guard.

That happened under very different circumstances, of course, with Steve Jobs at the end of his life. It’s incredibly touching to revisit now. There are also echoes of Steve’s endorsement of Tim Cook in Tim’s endorsement of the next Apple CEO, John Ternus.

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A supposed Tim Cook retirement leak late last year indicated that hardware head John Ternus was Apple’s planned successor and that the announcement would be made ahead of WWDC 2026 in June.

I wrote at the time that this was very clearly a trial balloon by the company in order to test reaction to the plan, and we can now see that this indeed paved the way for yesterday’s announcement …

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Apple CEO Tim Cook is stepping down, and John Ternus is taking over. The CEO transition has quietly been underway for some time now. Starting today, the transition is happening publicly and will be complete this fall.

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