Apple Makes significant management reshuffle

Tim Cook, the executive who steered Apple into a $4 trillion powerhouse and shaped its identity in the post-Steve Jobs era, is stepping down as CEO, the company announced Monday.

John Ternus, Apple’s senior vice president of hardware engineering, will assume the role of CEO effective September 1. Cook will transition to executive chairman of the board and remain CEO through the summer to ensure a smooth handover.

“It has been the greatest privilege of my life to be the CEO of Apple and to have been trusted to lead such an extraordinary company,” Cook said in a statement.

The leadership change comes amid a wave of executive reshuffling in late 2025, including the exits of Apple’s AI chief, policy head, and a top design leader.

Cook, who became CEO in 2011 after serving as chief operating officer, expanded Apple beyond its core products — including the Mac, iPod, and iPhone — into new sectors such as entertainment, health, and wearables.

He also led the company through defining global events, including the COVID-19 pandemic and trade tensions driven by Donald Trump’s tariff policies and China trade war.

While Steve Jobs introduced the iPhone, it was Cook who transformed it into a platform for an ecosystem of blockbuster products — from the Apple Watch and AirPods to Apple TV+. These successes reinforced the iPhone’s position as one of the world’s most popular smartphones.

Under Cook, Apple’s services division grew into its second-largest business segment, trailing only the iPhone. The Apple Watch, the first major product category launched during his tenure, has often been positioned as a life-saving device. Cook once said he believed Apple’s greatest contribution to humanity would be in health.

In a letter published on Apple’s website, Cook reflected on his leadership, noting that he has spent the past 15 years starting each day reading emails from Apple users around the world.

“You share little pieces of your lives with me and tell me things you want me to know about how Apple has touched you,” he wrote, describing the transition as “not goodbye.”

Despite Apple’s success, some recent ventures have struggled to gain traction.

Its Vision Pro headset remains a niche product, yet to achieve mainstream appeal. Meanwhile, Apple has faced criticism over delays in advancing its AI capabilities, including a postponed Siri upgrade intended to compete with tools like ChatGPT and Google Gemini.

Analysts have repeatedly pressed Cook on earnings calls about Apple’s AI strategy and whether the company is prepared for a post-iPhone future.

Cook’s legacy extends beyond innovation. He managed Apple’s complex relationship with Donald Trump across two presidencies, most recently pledging a $600 billion investment to expand Apple’s U.S. footprint amid pressure to localize iPhone production.

He also guided Apple through the COVID-19 crisis, making swift decisions on retail operations and its China-based supply chain. Notably, Apple was among the first global companies to shut down its retail stores at the onset of the pandemic.