On August 31, Apple ends a significant cycle in its history, marking the departure of current executive director, Tim Cook, after almost 15 years in leadership. He will be succeeded by John Ternus, who until then headed the company’s hardware engineering. From September 1st, Cook will assume the role of executive chairman, while Ternus, in addition to being CEO, will join the company’s board of directors.
Historic change in leadership at the technology giant
This transition represents the first change of command at Apple since 2011, when Tim Cook succeeded Steve Jobs, shortly before the founder’s death. With the appointment, John Ternus will become the eighth CEO in the company’s history. In April, the company announced the change and explained that Cook would remain in the position during the northern hemisphere summer to ensure a smooth transition alongside his successor, reaffirming the commitment to continuity of management.
In a statement about his career, Cook expressed deep gratitude. “It has been the greatest privilege of my life to be the CEO of Apple and to have had the confidence to lead such an extraordinary company,” he said. He also added that he loves the company and is grateful for the opportunity to work with an innovative team dedicated to enriching customers’ lives and creating excellent products and services.
Tim Cook’s legacy in Apple’s numbers and innovation
Tim Cook’s tenure at Apple is considered one of the most successful periods in United States business history. The financial results of the company under his command show impressive growth:
- Annual profit:It quadrupled, going from US$108 billion (R$534.9 billion) in 2011 to a projection of more than US$416 billion (R$2 trillion) in 2025.
- Market value:It grew more than ten times, from US$350 billion (R$1.7 trillion) to approximately US$4.6 trillion (R$23.8 trillion) today.
- New product categories:Cook led the expansion into wearable devices, launching the Apple Watch and AirPods. Additionally, it introduced the Vision Pro virtual reality headset in 2024, which still faces challenges in market adoption.
- Remuneration:Regulatory documents show that Cook received total compensation of US$74.6 million (R$370.2 million) last year, including a base salary of US$3 million (R$14.8 million) and stock compensation.
- Heritage:Forbes magazine estimates his net worth at US$2.2 billion (R$10.9 billion).
John Ternus takes the lead with extensive hardware experience
Tim Cook’s successor, John Ternus, brings 25 years of experience at Apple. He holds the position of senior vice president of hardware engineering and joined the company four years after completing his mechanical engineering degree at the University of Pennsylvania. His trajectory made him widely considered the main candidate for succession.
At the helm of hardware, Ternus oversaw the teams responsible for developing Apple’s flagship products, including the iPhone, iPad, Mac, Apple Watch, AirPods and Vision Pro. This deep familiarity with the process of creating physical products could signal a renewed emphasis on device innovation and hardware and software integration under his management.
Challenges and the future of Apple under new management
John Ternus expressed his gratitude and optimism in an Apple statement. “I am deeply grateful for this opportunity to continue Apple’s mission,” said Ternus. He mentioned being fortunate to have worked with Steve Jobs and to have had Tim Cook as a mentor, highlighting the privilege of helping shape products that changed human interaction with the world.
The new management takes over the company in a complex period, marked by global challenges. Among them, an increasingly intricate supply chain, geopolitical tensions, tariffs imposed during the Donald Trump administration and the growing demand for artificial intelligence (AI) chips, which has caused a shortage of RAM memory. With this transition, Apple seeks to maintain the strength of its strategy, while positioning itself to face a global scenario that requires adaptation and continuous innovation.
