Tim Cook Exits Apple CEO Role After 15 Years
After 15 years at the top, Tim Cook is stepping down as Apple CEO this week. His exit marks the end of a major era for the tech giant. Cook became CEO in 2011 after succeeding Apple co-founder Steve Jobs. He will hand over the role to John Ternus on September 1.
However, Cook is not leaving Apple completely. He will become the company’s executive chairman.
John Ternus Takes Over Apple
Ternus is a longtime Apple executive with deep hardware experience. He has served as senior vice president of hardware engineering since 2021. His team oversees the design of Apple’s major products. Ternus also gained attention after unveiling the MacBook Neo in New York.
In his farewell letter, Cook praised his successor as “a brilliant engineer and thinker.” He also said Ternus is “obsessed with every detail.” That attention to detail could shape Apple’s next chapter.
Apple Could See Major Changes
Meanwhile, Apple commentators expect Ternus to bring a different approach. Bloomberg’s Mark Gurman says Ternus believes Apple needs “a major design shake-up.” Gurman also described Cook’s presence in product design as “historically limited.”
Despite stepping down, Cook may still handle important responsibilities. These include maintaining Apple’s relationship with the White House. So, his influence inside the company may remain strong.
Apple Faces a Busy New Era
The leadership change comes as Apple prepares for another major product cycle. The company is expected to hold its next big event on September 9.
The iPhone 18 Pro lineup could headline the event. Apple’s long-rumoured foldable iPhone may also appear. A new Apple Watch could join the lineup too. At the same time, rising component costs remain a concern. A global memory shortage has pushed product prices higher.
Still, Apple’s iPhone business remains strong. Counterpoint Research says the iPhone 17 led global smartphone sales in Q2 2026. It held 6% of the market, while the iPhone 17 Pro Max and Pro ranked second and third.
