After 15 years at the helm, today is officially Tim Cook’s last day as Apple CEO. In April, Apple announced that Cook would step down on September 1, with John Ternus set to take over. Cook isn’t leaving the company; he will become executive chairman of Apple’s board, where he will continue to handle some of the most sensitive relationships for the company.

Key facts at a glance

• Tim Cook became Apple CEO in 2011, two months before Steve Jobs passed away.
• John Ternus joined Apple in 2001 as part of the Product Design team and became senior vice president of Hardware Engineering in 2021.
• Cook will become executive chairman, with a focus on Apple’s relationship with President Trump and the Chinese government.
• Apple held a farewell dinner for Cook at Apple Park, featuring tributes and a performance by OneRepublic.
• Ternus will lead Apple’s “Surprise and shine” event on September 9, where the company is expected to unveil the foldable iPhone Ultra, iPhone 18 Pro, new Apple Watch models, and more.
• Apple recently raised prices on most hardware products and subscription services, setting the stage for Ternus to take over.

Cook’s 15-year tenure

Tim Cook succeeded Steve Jobs in August 2011, just weeks before Jobs died. At the time, Cook was already a well-known figure inside Apple, having joined the company in 1998 as senior vice president of worldwide operations. He later served as chief operating officer under Jobs, earning a reputation for masterfully managing Apple’s complex supply chain.

During Cook’s tenure, Apple grew into the world’s most valuable public company, at times reaching a market capitalization above $3 trillion. The iPhone lineup expanded dramatically, from the iPhone 4S in 2011 to the iPhone 17 generation. The company also introduced the Apple Watch, AirPods, HomePod, and a services ecosystem that now generates tens of billions of dollars per quarter. Cook oversaw the transition from Intel to Apple Silicon in Macs, the launch of the M1 and later M-series chips, and a major push into health and augmented reality.

Cook’s tenure wasn’t without controversy. Apple faced high-profile patent battles, antitrust investigations, and debates over App Store policies. The company also navigated supply chain disruptions and a difficult relationship with the Trump administration in his first term. Yet Cook’s steady hand kept Apple profitable and relevant, and his focus on privacy and environmental responsibility drew praise from many users and legislators.

Who is John Ternus?

John Ternus, the incoming CEO, is a familiar face inside Apple. He joined the company in 2001 as a member of its Product Design team, working on several generations of MacBooks and other devices. Over the years, he moved up the ranks, playing a key role in the development of the Mac, iPad, and Apple Silicon transition. In January 2021, Ternus was formally promoted to senior vice president of Hardware Engineering.

Many people got to know Ternus through Apple’s product launch events, where he presented the M1 chip, the redesigned MacBook Pro, and other hardware. He is known as a clear, calm communicator and a detail-oriented engineer. Inside Apple, Ternus has been widely viewed as the logical successor to Cook because he understands both the technical side of product development and the strategic challenges of running a global hardware and services company.

According to reports, Ternus is expected to take Cook’s current office once he becomes CEO, and Cook’s executive assistant will remain on board to work with Ternus. That continuity suggests the transition has been carefully planned for months, and that Cook intends to remain closely involved in some areas of the company.

The transition and farewell

Apple reportedly held a farewell dinner for Cook at Apple Park last week. The event included hours of tributes from Ternus, Laurene Powell Jobs, and other current and former Apple executives. OneRepublic, one of Cook’s favorite bands, performed at the dinner, making the occasion a personal send-off as much as a corporate milestone.

Cook isn’t disappearing from Apple’s leadership entirely. As executive chairman, he will continue to support the company, especially by managing relationships with President Donald Trump and the Chinese government. These are among the most politically significant relationships Apple has ever faced, from trade tariffs to regulatory scrutiny. Cook has said he remains eager to handle any other tasks Ternus deems necessary. Even though Cook has told staffers he plans to spend more time outdoors and at his vacation home in Palm Springs, he has made it clear the company remains his No. 1 priority because he “can’t imagine it any other way.”

What’s next: A major product cycle

The transition comes ahead of Apple’s “Surprise and shine” special event, scheduled for Wednesday, September 9. Cook will not feature in that event; instead, Ternus will lead the presentation. Apple is expected to unveil the foldable iPhone Ultra, the iPhone 18 Pro, new Apple Watch models, and possibly other devices. This launch lineup is already being described internally as part of Apple’s most ambitious product cycle ever.

Appetite for Apple’s next chapter has been mixed. In recent weeks, Apple made a series of unpopular announcements, including price increases on most hardware products, though not on the iPhone, as well as subscription service increases for Apple TV+, Apple Music, and Apple One. These changes annoyed some customers and set a slightly awkward stage for a leadership handover. However, they also reflect Apple’s broader strategy to grow revenue from services and offset rising component costs.

Ternus will take over at a time when Apple is facing intense competition in the AI space, regulatory pressure in Europe and the United States, and softening consumer demand in some areas. He will also lead the company during a period when the foldable form factor, wearable health sensors, and mixed-reality devices are becoming increasingly important. The September 9 event will be his first major keynote as CEO, and it will offer the world a taste of where Apple is headed under his leadership.

Whether Ternus can maintain Apple’s momentum after Cook’s long and successful reign remains to be seen. He inherits a powerful company, a loyal customer base, and an enthusiastic team of product developers. He also inherits a set of challenging trade, political, and economic questions that will test his judgment in ways that engineering alone cannot solve.

The next chapter begins tomorrow, when Ternus steps into the role of Apple CEO and starts writing the next page in a saga that helped define modern technology. For now, one thing is certain: Tim Cook’s final day as chief executive is not an ending, but the beginning of a carefully planned handoff to a leader who has spent more than two decades preparing for this moment.

Source:9to5Mac News