Apple’s New CEO

Summary

Big Take – “Apple’s New CEO” (April 24, 2026)

Episode Overview

This episode explores Apple’s pivotal leadership transition as Tim Cook prepares to step down after a transformative 15-year run as CEO, with longtime hardware executive John Ternus set to take over in September 2026. Host David Gura is joined by Bloomberg’s Mark Gurman, a veteran Apple reporter, to analyze what this transition means for Apple’s future, Ternus’s background and vision, the company’s product pipeline (notably, a slate of AI-driven devices), and the evolving challenges Apple faces in the global tech landscape.

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Key Discussion Points & Insights

The Significance of Apple’s CEO Succession (02:00–04:00)

• Historic Transition: Tim Cook will step aside as CEO in September, to be succeeded by John Ternus. Cook remains as executive chairman.
• Cook’s Legacy:
  • Oversaw an explosion in market value ($3.6+ trillion growth).
  • Sold the billionth iPhone and expanded retail presence globally.
  • “I can’t imagine life without Apple.” —Tim Cook (02:32)
• Missing Breakthroughs: Under Cook, Apple prioritized evolutionary over revolutionary new product launches.

Why John Ternus? (04:05–05:57)

• Background: Ternus is Apple’s youngest executive, a hardware specialist who worked on seminal products: cinema displays, Macs, the original iPad (renowned for durability), AirPods, and the iPhone 12 (first 5G iPhone launched during COVID).
  • “What Ternus made his name on was product durability. If you ever held the original iPad… it felt like this strong piece of equipment.” —Mark Gurman (04:20)
• Rising Role: Elevated to head of hardware engineering in 2021; groomed as Cook’s successor.
• Selection Process: Decision was Tim Cook’s, with input from Eddy Cue (head of services), and unanimous board approval. Marks Apple’s first calm, formal CEO transition.
  • “This is the first sort of well executed CEO transition in Apple's history.” —Mark Gurman (05:57)

Ternus’s Leadership Style and Organizational Impact (07:01–08:21)

• Focus Shift: Ternus will concentrate on product and hardware innovation, leaving operations/manufacturing to dedicated executives.
  • “You're going to see him apply his attention to the product design teams, the hardware engineering teams… and really get knee-deep in the product development side of things.” —Mark Gurman (07:07)
• AI Emphasis: Expect strong leadership in Apple’s AI initiatives, both in product features and organizational direction.

The MacBook Neo: A Strategic New Product (08:23–10:31)

• First Big Move: Ternus took center stage at last month’s Apple event to announce MacBook Neo—a $599 laptop aimed at students and new users.
  • “[He] pushed for this idea that they need something fun, cheap and cool… an entry-level product into the Apple ecosystem.” —Mark Gurman (09:06)
• Notable Quote: “As Eddy Q… said in a town hall… it’s the hottest product in the world right now.” (09:35)

The Coming AI Product Tsunami (10:31–12:18)

• Six Brand-New Product Categories: Under Ternus, Apple is developing six all-new device types (more new launches in two years than Cook delivered in 15).
  • “What do these six products have in common? AI AI AI AI AI AI.” —Mark Gurman (10:48)
• Sneak Peek:
  • Smart display/HomePod (with facial recognition and home automation).
  • Tabletop robot (a smart display with a robotic arm).
  • Privacy-focused security camera/system.
  • New AI AirPods.
  • Smart glasses.
  • AI pendant (all with computer vision and contextual features).

Foldable iPhone Launch (12:18–13:13)

• Marquee Product: Ternus’s first major launch as CEO will be a foldable iPhone, which Mark Gurman describes as a potential “game changer.”
  • “A foldable iPhone is freaking cool… and it's a game changer.” —Mark Gurman (12:32)
  • Major focus on durability, reliability, and advanced engineering.

Tim Cook’s New Role and Legacy (16:13–18:30)

• Advisor, Not Interferer: Cook intends to offer advice when asked and focus on big-picture policy issues (e.g., US-China relations, response to President Trump’s administration).
  • “There’s one CEO at a time, he’s not getting in the way of Ternus… he’ll be… a sounding board and advisor.” —Mark Gurman (16:26)
• Legacy Assessment:
  • Financial and operational triumphs.
  • Major expansion into services & China.
  • Missed opportunities: AI and self-driving car.
  • “He's leaving Apple with an AI legacy so far that is negligible and very unfortunate for them.” —Mark Gurman (17:40)
  • “With Apple's resources… they should have been able to bring [the self-driving car] to market and they simply didn’t.” (18:14)

Challenges & The Future with Ternus (18:30–20:30)

• AI Race: Apple is losing top talent to AI-first companies; Ternus’s hardware pedigree is seen as a retention strategy and a creative pivot.
  • “Who’s going to leave Apple right now… when now you have hardware engineering running the company versus… bean counters?” —Mark Gurman (18:49)
• The Next 15 Years?:
  • Expectation: New categories, possible revived car/mobility project, made-in-USA silicon, more users, and continued brand dominance.
  • Gurman’s vision: “This should be a $10 trillion company by the time… all is said and done… Most important thing is… keeping and growing Apple as the strongest technology brand in America…” (19:31–20:30)

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Notable Quotes & Moments

• On Ternus's rise:
  “They’re betting on… their hardware engineering person, the youngest person on the executive team to take the company into the new era.” —Mark Gurman (03:24)
• On product vision:
  “They needed some sort of gateway entry-level product into the Apple ecosystem… Turnus really pushed for this.” —Mark Gurman (09:06)
• On Apple’s AI ambitions:
  “What do these six products have in common? AI AI AI AI AI AI.” —Mark Gurman (10:48)
• On Cook’s strengths and misses:
  “His legacy is nothing short of incredible… He’s leaving Apple with an AI legacy… negligible, and very unfortunate for them.” —Mark Gurman (16:59, 17:40)
• On the stakes for Ternus:
  “If he doesn’t [have a 15-year run], then this was all a failure. The whole idea was that Ternus could walk in for 15 years.” —Mark Gurman (19:20)
• On the future vision:
  “Make this a… $10 trillion company… most important thing is retaining the Apple brand.” —Mark Gurman (19:31)

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Timestamps for Key Segments

• 02:01: News of the CEO transition: Tim Cook to step down, John Ternus to succeed.
• 03:00–04:05: Apple’s “inflection point” and need for breakthrough innovation.
• 04:20–05:53: Ternus’s Apple resume and his pivotal moments.
• 05:57–07:01: Succession mechanics and board approval.
• 07:07–08:23: Ternus’s planned hands-on product development focus.
• 08:23–10:31: MacBook Neo and gateway strategy.
• 10:31–12:18: AI-centric roadmap: Six new product categories preview.
• 12:18–13:13: Foldable iPhone—engineering and market significance.
• 16:13–18:30: Tim Cook’s new role, legacy, and misses.
• 18:49–20:30: Ternus’s challenges, retention/AI, and long-term Apple vision.

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Summary & Takeaway

Apple’s transition from Tim Cook to John Ternus marks a generational shift from masterful operations to engineering-driven, product-centric leadership—with Ternus poised to usher Apple into a new age of AI-powered devices and services. The company faces mounting pressure to innovate, hold onto talent, and protect its legendary brand amid fierce competition. This meticulously planned succession aims to secure Apple's position at the forefront of technology for years to come—measured not just by financial might, but by Apple’s continued power to define product categories and consumer loyalty.

Transcript

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Bloomberg Audio Studios

[Mark Gurman]

Podcasts Radio news It was big news

[David Gura]

all over the world. Apple Apple is getting a new CEO.

[Mark Gurman]

Apple entrance

[David Gura]

the current chief executive, Tim Cook will step aside in September, and longtime Apple executive John Ternus will succeed him. Cook is sticking around. He'll become Apple's executive chairman because, as he told ABC's Good Morning America, I

[Mark Gurman]

can't imagine life without Apple.

[David Gura]

During Cook's tenure, Apple's market value soared by more than $3.6 trillion. It sold its billionth iPhone, reached 540 stores worldwide, and it celebrated its 50th anniversary. Those are big milestones, sure, but what

[Mark Gurman]

we haven't seen are real breakthrough new types of products under Cook.

[David Gura]

That's Bloomberg's Mark Gurman, who's covered Apple for years.

[Mark Gurman]

I think there was A recognition that Apple is at an inflection point in its history where you're seeing OpenAI Meta and other companies cropping up with new types of devices.

[David Gura]

And Mark says the careful CEO succession plan is an indication Apple sees just how much is at stake.

[Mark Gurman]

You know, when Steve Jobs picked Tim Cook, the idea was that they had this product roadmap. They needed someone to execute the ideas, broaden manufacturing, bring the iPhone into China, release new types of variations of existing products. What they need now is someone who can lead Apple into a new era with entirely new types of products. And so they're betting on who else but their hardware engineering person, the youngest person on the executive team to take the company into the new era. Tim Cook is always going to do what's best for Apple and, and really what's best for Apple at this point is for Tim Cook to no longer be CEO. So I think Tim Cook is doing right by Apple by passing off the baton right now.

[David Gura]

I'm David Gura and this is the big take from Bloomberg News today on the show A new era for Apple. Mark, walk us through. John Ternus resume at Apple.

[Mark Gurman]

He worked on their product design team. He worked on cinema displays early on. Then he worked on a bunch of Macs. He worked on the iMac G5, he worked on some Mac notebooks and what have you. And then he was selected to be part of the leadership building the original iPad. And what Ternus made his name on was product durability. If you ever held the original iPad, I think the thing that people remember was how durable it felt, how good it felt in the hand and it felt like this strong piece of equipment.

[David Gura]

After the original iPad, Ternus was put in charge of development for the Mac and spearheaded the creation of AirPods. He was seen as someone who had a real gift for coming up with new products and product designs for Apple.

[Mark Gurman]

And then his final test was actually at the turn of the decade, going into 2020, Dan Riccio, his boss at the time, who ran hardware engineering, he shifted engineering of the iPhone to Turnus. Could he bring a major new iPhone to market? And very successfully, they were able to bring the iPhone 12. That was the height of COVID and only launched it about a month, a month and a half later than their usual cadence. What Ternus was able to bring to market was a major new redesigned iPhone, the first iPhones with 5G, which kickstarted a new super cycle of launches for the company.

[David Gura]

Mark says it was that success during the pandemic that set up Ternus to

[Mark Gurman]

succeed Tim Cook 2021 Ternus officially becomes head of hardware engineering for Apple and served on Tim Cook's executive team for the last five, six years in that position.

[David Gura]

What do we know about who actually picked Turners? Was this the board's decision?

[Mark Gurman]

Tim Cook, he made the selection. He made the choice. And my strong belief is that Eddie Q, the head of services at Apple who had worked very closely under Steve Jobs, was Tim Cook's perhaps chief advisor on the selection here. Apple doesn't do CEO transitions too often and it's fair to say this is the first sort of well executed CEO transition in Apple's history. Obviously the Tim Cook era began because Steve Jobs, the company co founder, was about to pass away and that was very sad and Cook was pushed into this role. But now we're getting a formal transition here where a successor is being handpicked and is going to ease into the role over the next three to six months or so. So I would say this was a choice made between Tim Cook, Eddy Cue and Apple's board of directors. But ultimately Apple's board is going to go with what Tim says. He's now the exec chairman and they voted unanimously to select John Ternus as the CEO.

[David Gura]

What does that background, that emphasis on hardware say about the way he's likely to approach the big job at Apple?

[Mark Gurman]

The role of an Apple CEO is to take what they're best at and apply that knowledge to those specific areas at the company. When you're the CE of such a gigantic company and Tim Cook, he has about 20 direct reports. The way Apple is organized is that all the major functions report up to the CEO directly. You have to pick your spots. You can't really get your hands dirty with every function. Tim Cook, a finance guy, a sales guy, an operations guy, he put his fingers in all that and had been deeply involved in the operations, the supply chain, the manufacturing of the company. What you're going to see with Ternus is he is going to leave the operational stuff, manufacturing, supply chain, you name it, to the other leaders at Apple who are in charge of those functions. They have a new coo, they have a new cfo, they have a new procurement person, they have a salesperson who's been elevated in the company in recent years. But you're going to see him apply his attention to the product design teams, the hardware engineering teams, the silicon teams, probably the software teams, and really get knee deep in the product development side of things. I also expect him to have a very strong influence and involvement on Apple's AI work not only in how the company is run, but AI products as well.

[David Gura]

Ahead of the CEO announcement, Mark noticed Ternus got a marquee role at a major Apple event last month.

[The Hartford Representative]

We are so excited to have you

[Mark Gurman]

all here so you can get your hands on all the new products we've announced. This week he kicked off the event, which was usually what Tim Cook did.

[David Gura]

And it's not just a big deal that he, rather than other Apple executives, took center stage. But it was the kind of product that he rolled out next. One that, according to Mark, has the potential to disrupt the lower end of the laptop market.

[Mark Gurman]

Totally new from the ground up, a new system to do just that.

[The Hartford Representative]

And we call it MacBook Neo.

[David Gura]

The MacBook Neo, an Apple laptop for $599, almost half as much as the MacBook Air.

[Mark Gurman]

Turnus big push with the MacBook Neo was this idea that they need something fun, cheap and cool for students, for kids, for people who don't want to spend, you know, $1,100 plus on a Mac computer in order to bring more people into the Apple ecosystem. The thought is if you get a MacBook Neo at an early age, you'll become an Apple customer for life. Get the phone, get the iPad, get the AirPods, get the watch, you name it. They needed some sort of gateway entry level product into the Apple ecosystem. And they knew that for students, an iPad in many cases wasn't going to cut it because the effectiveness of a Mac is so much better than for years, Apple's marketing people, they really pushed back against the idea of what they called chasing market share with cheaper products. And so Turnus really pushed for this. And as Eddie Q, Apple services chief, said in a town hall meeting with employees after the CEO introduction, he said it's the hottest product in the world right now. But it is indicative of Ternus being able to fight for something, push through something and make a meaningful change when it comes to a product at the company. The truth of the matter is, is that they've been preparing for 2027, 2028 to be this big product moment for the last several years. Turnus is externally not talking about the plan, but I can tell you that Ternus has been leading the charge on six major new products that are all new product categories for Apple compared to

[David Gura]

these six products planned for the next two years under Ternus. Mark says Apple only launched three new product categories during Cook's 15 years as CEO. So what do these six products have in common? AI AI AI AI AI AI.

[Mark Gurman]

So the first one we'll see is a product that is a smart display. This is a HomePod with a screen. It's a mini sized iPad that you can put on your wall or put on a speaker base. And it has facial recognition. It could play nicely with the new Siri and be a home hub command center for everything you want to do in your home. The second product is a tabletop robot. It's that same device I just explained, but with a robotic arm. So you put on your desk, your kitchen counter and then that display can move around in air in space with a robotic actuator sort of like an artificial limb. And then the third product is going to be a privacy focused security camera and home security system.

[David Gura]

The other three products are going to be AI wearables.

[Mark Gurman]

You're going to see new AI AirPods with AI features. You're going to see smart glasses and you're going to see a pendant. They have computer vision cameras so they can feed data into the Apple cloud and into your iPhone with AI processing to do things like visual reminders or visual turn by turn directions. So you could be wearing the AirPods or the Smart glasses. And when you're walking down the street with maps going and instead of it telling you turn right in a thousand feet it'll say turn right by the gray building with a bunch of windows on the outside.

[David Gura]

Mark says Apple also has plans for new features and updates in existing product categories like a new 20th anniversary iPhone with curved glass and touchscreen MacBooks assuming all goes to plan. But of all the potential products that Mark is anticipating the incoming CEO to

[Mark Gurman]

release first, John Ternus is going to become CEO the first week of September and then a week later he's going to introduce the biggest new Apple product in several years. The foldable iPhone.

[David Gura]

Why is a foldable iPhone such a big deal?

[Mark Gurman]

First of all, I think a foldable iPhone is freaking cool. Me personally and I can't wait. And it's a game changer. You know the big difference with this foldable phone is that Apple has really upped the quality in three key ways. One is durability. Foldable phones are known for being really flimsy and breaking easily. And Turnus is known for someone that wants to apply very high product quality reliability so people can get really long term use out of these things. But it's, it's really an engineering marvel, technical marvel and they're going to get into the nitty gritty about why this is so complex. And like, you know, the new CEO is the guy who spearheaded it? Not everyone's going to want to buy it or be able to afford it, but I'll be first in line.

[David Gura]

Up next what does the leadership change at Apple mean for the company's relationship with President Trump?

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[David Gura]

Tim Cook, who has been the CEO of Apple for 15 years and has worked at the company for 28 years, is staying on as Apple's Executive Chairman. I asked Bloomberg's Mark Gurman how Cook is going to approach that new role.

[Mark Gurman]

What he said is there's one CEO at a time he's not getting in the way of ternus. He said he is going to be there for whatever he's called upon by Turnus and to serve as a sounding board and as an advisor to him. The other thing he said is that he'll be very focused on policy, reading between the lines. He's very focused on the next three years of Donald Trump's term dealing with him, very focused on dealing with China, very focused on world stage related matters.

[David Gura]

How are you thinking about Tim Cook's legacy as CEO amidst all this?

[Mark Gurman]

Tim Cook's legacy is that he took over for a generational once in a lifetime technology company co founder and leader. And when he took over for Steve Jobs, I mean if you remember it was pretty tumultuous and uncertain at the time. Things could have gone either way but he kept that ship steady. He executed the vision of Steve Jobs, he brought new products to market and he squeezed so much lemonade out of the lemons that was Apple at the time to make variations of products, growing the financials of the company to such an incredible mind boggling eye melting degree. Taking Apple into services really in a big way for the first time. Apple tv, Apple music, health products, financial services. The other thing he did was that China Mobile deal getting the iPhone into China in a big way in the early 2010s. So his legacy is nothing short of incredible. I think it could have been even better if there were a few product related things that worked out. He's leaving Apple with with an AI legacy so far that is negligible and very unfortunate for them. The other thing was a mishandling of the self driving car project where Apple spent a decade and tens of billions of dollars working on that self driving car. Obviously the hard calls to cancel that project were made but quite frankly with Apple's resources and ideas and manufacturing capabilities. They should have been able to bring something to market and they simply didn't.

[David Gura]

I think about the challenges this company faces and you've alluded to a few of them certainly lagging in the AI race. You've written about this exodus of top talent from Apple to competitors and other companies, particularly in the AI space. How well equipped is John Ternus to right the ship when it comes to those issues and others?

[Mark Gurman]

I think Ternus is definitely equipped. I think that one of the biggest issues Apple's facing right now are some of these AI companies wanting to build hardware, basically pillaging the hardware ranks of Apple and I think putting a hardware engineering person at the top of Apple. Who's going to leave Apple right now in the middle of this from your hardware engineering standpoint, when now you have hardware engineering running the company versus sort of what people have called the bean counters.

[David Gura]

Tim Cook's been the job for 15 years. Let's assume that John Ternus has a similar tenure. 15 year tenure.

[Mark Gurman]

Well, if he doesn't, then this was all a failure. The whole idea was that Ternus could walk in for 15 years.

[David Gura]

Play it out for me. What does this company look like 15 years from now if John Ternus has a successful run as CEO?

[Mark Gurman]

Well, 15 years from now, if he had a successful run as CEO, they would invent new types of product categories that we haven't seen from other companies. Maybe he brings the car project or some sort of mobility project back to fruition. Maybe he's able to get Apple into the humanoid space, helping lead the charge to move away from manufacturing all their silicon essentially in Taiwan and move it to the US and elsewhere at a faster pace. You know, at least doubling or tripling the size of the Apple ecosystem in the user base, just like Tim Cook was able to do. Make this a perhaps if you look at inflation and everything like this should be a $10 trillion company by the time, you know, all is said and done. But most of all, most important thing is retaining the Apple brand, keeping and growing. Apple is the strongest technology brand in America and not losing steam to newcomers like OpenAI and Meta.

[David Gura]

This is the big take from Bloomberg News. I'm David Gura. The show is hosted by me, Sarah Holder and Juan Ha. The show is made by Aaron Edwards, David Fox, Jeff Grocott, Eleanor Harrison, Dengate, Paddy Hirsch, Rachel Lewis Christie, Katie McMurran, Naomi Ng, Julia Press, Tracy Samuelson, Naomi Shaven, Alex Segura, Julia Weaver, Yang Yang and Taka Yasuzawa. There's Much more on Bloomberg.com, get unlimited access to all of our coverage at a special rate for [e-mail] podcastoffer thanks for listening. The Big Take we'll be back tomorrow.

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