Yesterday it was revealed that Tim Cook is stepping down as the head of Apple after 15 years. Naturally, Cook himself couldn’t stay silent and published an emotional open letter summarizing his fifteen years of leadership at Apple. The new CEO of the company will be John Ternus — the current Senior Vice President of Hardware Engineering. The transition will take place in September 2026.
Tim Cook wrote a very touching letter to all Apple fans
What Tim Cook Said About His Departure as Apple’s CEO
The letter was published on Apple’s official website. Cook calls his work as CEO “an honor and a privilege,” and describes John Ternus, who will lead the company starting September 1, as “a brilliant engineer and thinker.” He emphasizes that this is not a farewell: Cook will remain at the company in the role of Executive Chairman of the Board of Directors.
This is the splash screen greeting all visitors on Apple’s website
The final part of the letter stands out in particular, where Cook personally thanks every Apple user — for their trust, for greetings on the streets and in stores, for rooting along with him at every new product launch. He writes in the first person, signing simply as “Tim” — a man who grew up in a rural area and was given the chance to lead “the greatest company in the world.”
Apple’s Results Over 15 Years Under Tim Cook
Cook became Apple’s CEO in August 2011, after Steve Jobs was forced to step down due to health reasons. Over fifteen years under his leadership, Apple transformed into one of the most valuable companies in the world.
Here are the key achievements of the Cook era:
- Record growth of the iPhone business
- Massive expansion of the services division (Apple Music, Apple TV+, iCloud, and other subscriptions)
- Transition of Mac to Apple’s own Apple Silicon processors
- Launch of new product categories: AirPods, Apple Watch, and Vision Pro
It was precisely under Cook that Apple became a company earning not only from devices but also from the services ecosystem around them. For users, this meant both the convenience of a unified subscription and a gradual price increase across virtually all categories. Just recently Cook was discussing the future of iPhone, and now the company is moving forward without him.
New Apple CEO John Ternus: Who Is He
John Ternus previously held the position of Senior Vice President of Hardware Engineering. It was his team that was responsible for developing the physical internals of all Apple devices — from iPhone to Mac.
Ternus — the new head of Apple
Cook described Ternus as “a brilliant engineer and thinker.” Appointing an engineer as CEO is a notable signal: Apple may be betting on product innovation in the coming years, rather than solely on the financial and operational efficiency for which Cook was known.
It was also revealed that Johny Srouji — the head of Apple Silicon chip development — will receive an expanded role and become the chief of the entire hardware division of the company.
Changes for Apple Users After the CEO Transition
A change of CEO is an event that rarely affects the everyday experience directly. The iPhone won’t work differently the day after Ternus is appointed. But in the long term, the new CEO’s leadership style determines which products appear, how quickly services develop, and where pricing policy is headed.
Apple Park headquarters — the place where the company’s key decisions are made
Cook was an operational genius — he built supply chains and the services ecosystem. Ternus is an engineer, and his priorities may shift toward hardware and new form factors. However, this is still just speculation — no specific plans from the new CEO have been revealed.
It is also unknown how much of a public figure Cook will remain in his role as chairman. He emphasized that he is not leaving, but the extent of his participation in presentations and public events remains an open question.
Why Tim Cook’s Departure Matters for Apple’s Future
Rumors about Tim Cook’s departure had been circulating for a long time, but there was hope that the foldable iPhone Ultra would still be presented by him, not someone else
A change of Apple’s leader is an event of historic magnitude. This is only the third CEO in nearly half a century of the company’s existence. For the average iPhone or Mac owner, nothing changes right now, but those who follow Apple’s strategy and plan long-term purchases within its ecosystem should pay attention to Ternus’s first steps after taking office in September.
If you simply use Apple products and aren’t interested in corporate politics — you can calmly carry on. Your iPhone won’t change because of this. But the direction in which Apple moves over the next year or two largely depends on what kind of leader John Ternus turns out to be.
