Apple began its first change in executive leadership in 15 years on Tuesday, September 1, with John Ternus taking over as CEO from Tim Cook. The former chief becomes executive chairman of the board of directors, remaining close to the company, especially on institutional matters and government relations in the United States and internationally. In Brazil, the company is tracked through the BDR AAPL34.
Career and profile of the new CEO
John Ternus joined Apple in 2001 on the product design team. In 2013, he was promoted to vice president of hardware engineering and, since 2021, has served as senior vice president of the division, as part of the company’s executive team. Over his career, he has worked on the development of several generations of Apple’s main products, such as the iPhone, Mac, iPad and Apple Watch, as well as AirPods and the Apple Vision Pro.
A mechanical engineering graduate of the University of Pennsylvania, Ternus is known for his strong track record in engineering, execution and product development, attributes that made him the leading candidate to succeed Tim Cook.
Tim Cook’s legacy and the current context
Tim Cook took over the leadership of Apple in August 2011, after the death of Steve Jobs. His tenure focused on improving operational efficiency, scaling up production and strengthening the supply chain. Under his leadership, the company’s market value soared from about US$ 350 billion to more than US$ 4.5 trillion.
- Annual revenue grew from US$ 108 billion to US$ 416 billion;
- Profit reached US$ 112 billion in the last fiscal year;
- Revenue sources expanded, with greater weight for Apple Watch, AirPods and services such as Apple Music, Apple TV, Apple Pay and iCloud.
With the transition, Arthur Levinson, previously non-executive chairman of the board, becomes lead independent director, while Ternus officially joins the board of directors.
Challenges for the new leadership
The change comes at a time when Apple is trying to regain ground in advanced technology. The company was slow to launch more advanced features for its Siri virtual assistant, while competitors such as Google and Microsoft moved ahead at a rapid pace.
The new CEO faces the challenge of making these technologies a central element of the user experience, going beyond simple add-on features.
Recently, at WWDC26, Apple unveiled a new generation of its integrated intelligence platform and updates to Siri, promoting integration across iPhone, iPad, Mac, Apple Watch and Vision Pro with a focus on personalized responses, interaction between apps and protection of personal data. However, these features will roll out gradually and will depend on language and region.
Outlook for the coming months
Ternus’s first major public appearance is scheduled for September 9, at an event where Apple is expected to reveal the new generation of the iPhone. Rumors point to the possible unveiling of a model with a foldable screen, although the company has not yet confirmed this.
Beyond product innovation, the new CEO will have to manage the supply chain in a more challenging environment. Dependence on production in China remains a point of concern due to trade tensions with the United States, the risk of additional tariffs and component shortages driven by demand for advanced technologies.
Apple has been expanding production in India and Vietnam, but the transition must happen without hurting costs and profit margins.
Regulatory issues related to the App Store and the company’s payment systems also remain in the spotlight.
