Archive · 1 Sep 2026
Tim Cook Hands Apple to John Ternus Amid AI Challenge
Tim Cook has led Apple for 15 years.
He helped the company grow much larger and more profitable.
Apple made more money not only by selling iPhones, but also through services, Apple Watches, and AirPods.
Cook will now become the company’s executive chairman.
John Ternus will become the new chief executive.
Ternus must help Apple compete in artificial intelligence, or AI.
Some critics say Apple has been slow with AI and has not found the next big product after the iPhone.
Apple must also manage its factories and supply chains as tensions affect China and other countries.
Tim Cook will become Apple’s executive chairman on September 1 after 15 years as CEO.
Under Cook, Apple’s market value grew from $350 billion to more than $4.5 trillion.
Apple’s annual sales rose from $108 billion to $416 billion, while profit exceeded $112 billion.
John Ternus will lead Apple as it faces criticism over delayed AI development and Siri upgrades.
Cook leaves Apple navigating manufacturing risks involving China, tariffs, and expansion in India and Vietnam.
- Who
- Tim Cook is handing Apple’s chief executive role to hardware chief John Ternus.
- What
- Apple is changing CEOs while Cook becomes executive chairman and Ternus prepares to lead the company.
- When
- The transition takes effect on September 1.
- Where
- The change affects Apple globally, while its manufacturing strategy involves China, India, Vietnam, and the United States.
- Why
- Cook is moving to the executive chairman role as Apple enters an AI-focused period and manages geopolitical and manufacturing pressures.
Praise for Cook’s Leadership
Criticism and Challenges
Business performance
Praise for Cook’s Leadership
Supporters credit Cook with expanding Apple’s supply chain, sales, profits, services business, and consumer loyalty.
Criticism and Challenges
Critics argue that operational success has not been matched by a new breakthrough product to follow the iPhone.
Innovation record
Praise for Cook’s Leadership
Cook-era products such as Apple Watch and AirPods created a $35 billion wearables business in fiscal 2025.
Criticism and Challenges
Critics point to the discontinued electric-vehicle project, the troubled Apple Maps launch, weak Vision Pro sales, and delayed Siri improvements.
Future priorities
Praise for Cook’s Leadership
Apple has begun expanding manufacturing in India and Vietnam to reduce risks from dependence on China.
Criticism and Challenges
Ternus still faces the difficult task of making AI central to Apple’s products while reducing China exposure without damaging margins.
- Incoming CEO
- John Ternus, Apple’s hardware chief
- Outgoing CEO
- Tim Cook, who led Apple for 15 years
- Cook’s new role
- Executive chairman beginning September 1
- Market value growth
- From $350 billion to more than $4.5 trillion during Cook’s tenure
- Annual sales growth
- From $108 billion to $416 billion
- Fiscal 2025 wearables sales
- $35 billion from products including Apple Watch and AirPods
- Manufacturing shift
- Apple plans to make most United States-bound iPhones in India by the end of 2026