Tim Cook has announced that he will leave the chief executive post at Apple after a 15-year run, naming longtime insider John Ternus as his successor. The transition marks a new chapter for the world's most valuable technology group, now valued at around $4.75 trillion.
What happened?
In a community letter, Cook confirmed that he will become executive chairman while Ternus, previously head of hardware engineering, will take over as CEO. The announcement comes after a period that saw Apple navigate a global pandemic, supply-chain disruptions and the rapid rise of artificial intelligence.
Why does it matter?
Apple's leadership change is significant for investors, suppliers and the millions of users who rely on its devices. Cook's tenure was defined by a relentless focus on customer experience, a habit he says began each day at 4 a.m. when he opened his inbox to read messages from users worldwide.
"For the past 15 years I've started just about every morning the same way," Cook wrote. "I open my email and I read notes I received the day before from Apple's users all over the world."
He described the emails as "the beating heart of our shared humanity" and said they gave him a "deepening obligation to work harder and push further." By personally reviewing hundreds of messages, Cook believed he stayed attuned to how customers used iPhones, Apple Watches and Macs, and how those products shaped daily life.
What happens next?
With Ternus at the helm, Apple is expected to continue expanding its services portfolio and investing in AI-driven features while maintaining the customer-centric culture Cook championed. The new executive chairman will still oversee strategic initiatives, ensuring continuity as the company pursues its next growth phase.
Cook's email routine also sparked a broader discussion about how CEOs manage communication. Billionaire entrepreneur Mark Cuban and Uber chief Dara Khosrowshahi have spoken publicly about their own inbox habits, while Airbnb founder Brian Chesky prefers to limit email use altogether.
"I rise a bit before four, I like to take the first hour and go through user comments and things like that," Cook told Axios in 2018.
As Apple moves forward under new leadership, the company's ability to stay close to its users, whether through early-morning emails or other feedback channels, will remain a key factor in its ongoing success.