A new era at Apple

Today marks John Ternus's first day as Apple's CEO, taking over from Tim Cook, who led the company for 15 years following the death of co-founder Steve Jobs. As part of the transition, Cook has moved into an Executive Chair role, as reported by 9to5Mac.

Ternus steps into the role after a five-year stint as Senior Vice President of Hardware Engineering and a 25-year career at Apple, a background that positions him as a more product-oriented leader than his predecessor, according to 9to5Mac.

Cook's farewell memo

As he left office yesterday, Tim Cook wrote a heartfelt memo to Apple staff, reflecting on his time as leader and expressing confidence in Ternus, the former senior vice president of Hardware Engineering, according to Tom's Guide.

The memo reads:

Team,
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Today is my last day as CEO of Apple. This is a moment I always knew would come one day, and yet it is still hard to believe it has arrived and I am writing these words. I love this company and the team behind it, and I couldn't let this day pass without sending a note to you, to tell you how grateful I am for the outpouring of affection you've sent my way, for the way you've shown up each and every day, and most of all, for the privilege of a lifetime serving as your leader.
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The truth is, whatever there is to say about my success, I know it is all because of you. You have brought out the best in me. In all my life, I have never seen or been with such an extraordinary team of people before, and every day I get to see more examples of that.
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There is something truly special about Apple. I am most proud of what an annual report could never capture. This place is proof that culture triumphs over everything. We share a belief that what we build matters, and that we have both the opportunity and the responsibility to leave the world better than we found it. That purpose is part of what

The memo was published in full by Tom's Guide, which also noted Cook's tenure as a masterclass in supply chain management, product optimisation and building out Apple's services business. Tom's Guide also reported that Cook posted a tweet thanking Apple's global community for the inspiration it gave him.

Ternus on social media

Ternus has launched his presence on X with the handle @johnternus, according to 9to5Mac. His bio simply reads " CEO," and his first post reads "hello." The account is expected to be busy at Apple's fall product announcement event next Wednesday, which 9to5Mac says will include the launch of new iPhones and Apple Watches.

Apple's approach to social media is notably restrained; the company maintains the @apple account on X but only runs sponsored ads, while executives like Tim Cook and Greg Jozwiak maintain public-facing profiles, according to 9to5Mac.

What's next

Ternus's first major public test comes in just over a week, when Apple hosts its "Surprise and shine" event to officially reveal the foldable iPhone Ultra, according to Tom's Guide. The company has also been forced to raise prices across most of its products due to the memory crisis buffeting the tech industry.

Tom's Guide reported having spoken with Ternus about the company's next chapter days before he was named CEO, offering insight into his vision as he prepares to lead Apple into its next phase.