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3h ago

John Ternus Debuts as Apple CEO Ahead of Sept. 9 Product Event

His first public test at the company’s fall launch will help define whether the handoff is symbolic or the start of a strategic shift.

An Apple Store in Madrid, Spain, on October 30, 2025.
Then-Apple CEO Tim Cook on March 21, 2016, in Cupertino, California. Apple reached a larger-than-live valuation of $5 trillion in the Cook era.
John Ternus, then senior vice president of hardware engineering at Apple, speaks during a company event in New York on March 4, 2026.
The iPhone 17 series is displayed at an Apple Store in New York City on September 19, 2025.

Overview

  • John Ternus officially became Apple’s chief executive on September 1 and will lead the company’s prerecorded presentation at the September 9 “Surprise and Shine” event.
  • Tim Cook has moved to executive chairman, will remain on Apple’s campus and received a targeted 2027 compensation package worth roughly $47 million as disclosed in the company’s SEC filing.
  • The SEC filing shows Ternus’s target compensation is about $58 million and that the two packages use different performance tests, meaning stock performance could change who ultimately earns more.
  • Bloomberg’s Mark Gurman reports Cook will not appear in the event video though he is expected to attend the VIP screening, and Apple is making visible office and role shifts such as Ternus taking the CEO office and Phil Schiller reducing his duties.
  • Ternus takes charge as Apple faces immediate pressures from AI competition and EU rules limiting some Siri deployments, plus a global memory‑chip shortage that is raising component costs and could affect pricing and supply for new devices.