Tim Cook, who has steered Apple for fifteen years, sent a letter to employees on 31 August US local time, marking his final working day in the role of chief executive. From 1 September, John Ternus, the current senior vice president of Hardware Engineering, formally assumes the post of Apple CEO, while Cook transitions to executive chairman. In his letter to staff, Cook looked back on his years at Apple and expressed boundless trust and praise for his successor.
A Heartfelt Farewell
In the internal message to employees, Cook admitted this was a moment he had long known would arrive, yet putting pen to paper still stirred a wealth of emotion. He credited Apple’s brilliant achievements over the past decade and more entirely to its people, stressing that “culture conquers all.” It was the team’s shared belief in “making the world a better place” and “leaving a mark on the universe” that forged Apple’s singular standing.
Cook offered the highest praise for his incoming successor: “Handing the helm to someone so exceptional, outstanding, and formidably capable fills me with comfort. Few understand as deeply as John everything it takes to build products that change the world, and I could not be more excited about his leadership.” Cook also reaffirmed that he is not leaving Apple, and will continue to exert influence at Apple Park and across global markets as executive chairman.
Excerpts From Cook’s Internal Memo
“Team, today is my last day as Apple’s CEO. This is a moment I always knew would come, but as it arrives and I write these words, it still feels hard to believe. I love this company and the team behind it, and I could not let this day pass quietly without expressing my deepest gratitude to you all.
In truth, when it comes to my success, I know it all stems from you. You have drawn out the very best in me. In all my life, I have never seen or worked alongside such an extraordinary team.
As you all know, I am not leaving Apple, but I am bidding farewell to a role I dearly love. I will miss this work in ways I can scarcely imagine, even as I feel wholly at peace with my decision. Handing the helm to someone as talented, outstanding, and capable as John gives me immense comfort. Few grasp what it means to build world-changing products the way John does, and I am filled with anticipation for his leadership.
I look forward to seeing you all in my new role, at Apple Park and around the world.”
Ternus’s First Tests: A Product Launch and a Leadership Reshuffle
As Ternus takes office, the challenges confront him almost from day one.
The September 9 Autumn Event
Apple is set to hold its annual autumn event on 9 September. Beyond the iPhone 18 Pro series, observers expect it to unveil “iPhone Ultra,” the first foldable model Ternus championed during his tenure as hardware chief. This hardware showcase will serve directly as the first report card on his leadership.
A Generational Handover Among Senior Ranks
According to a report by Bloomberg journalist Mark Gurman, Ternus’s greatest long-term test lies in reshaping a senior leadership bench more than a decade in the making. Deirdre O’Brien, the retail and human-resources chief who has served Apple for nearly 40 years, along with former CFO Luca Maestri, are expected to retire over the coming years. Ternus must decide whether to split the HR and retail divisions, and whether to recruit senior executives from outside.
A New Power Core Takes Shape
During the transition, CFO Kevan Parekh, COO Sabih Khan, and services chief Eddy Cue will play more central supporting roles. Within hardware engineering, chip stalwart Johny Srouji has been elevated to Chief Hardware Officer, while day-to-day hardware engineering passes to Tom Marieb.
From “King of Supply Chain and Operations” to “Product Engineer at the Helm”
When Cook took the baton from Steve Jobs in 2011, the world was rife with doubts that Apple had “lost its innovative soul.” Yet through unrivalled command of the global supply chain, precise product iteration, and the commercial acumen to build “software and services” into a trillion-dollar revenue engine, Cook propelled Apple into the world’s most valuable technology empire. His fifteen years thus became the consummate model of “operations and commercial scaling.”
Now, however, as the global tech industry enters a fresh cycle of hardware innovation spanning AI, foldable devices, and spatial computing, Apple has chosen a “product engineer” as CEO. Ternus joined the company in 2001, went on to lead engineering development for the Mac, iPad, AirPods, and iPhone, and oversaw industrial design. His appointment plainly signals that Apple is seeking to re-anchor its core soul in “consummate hardware craftsmanship and product engineering.”
Ternus possesses first-rate product instincts and cross-hardware integration ability. Compared with Cook, however, his experience in geopolitical diplomacy, antitrust legal battles, and global sales negotiations remains to be proven. This is precisely why Cook is moving to executive chairman to steady political and business relations, while COO Sabih Khan and CFO Kevan Parekh assume broader authority to form an iron triangle.
As the Cook era draws to a close, whether Ternus can safeguard the vast commercial empire Cook built while recapturing the dazzling, breakthrough product magic of the Jobs era will determine this giant’s course over the next decade.
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