Tim Cook revealed that he deliberately timed his departure as Apple’s CEO on September 1 to give his successor, John Ternus, a strong start during one of the company’s biggest product launches in years.
In a new interview with The Independent, Cook explained why he wanted Ternus to take over just eight days before Apple introduced the iPhone Duo, its first foldable iPhone.
“I wanted John to have some wind at his back,” Cook said. “And the wind at Apple is very much based on the product cycle.”
Cook described the current lineup as particularly exciting, pointing to the iPhone Duo, which opens for preorders October 16 ahead of its October 23 release.
A Carefully Planned Handover
Cook said the leadership transition had been in development for years, with both executives working toward a smooth transfer of responsibility.
“We really set out to have the best transition ever, a textbook example that people could look back to and learn from,” he said.
Ternus, Apple’s former hardware engineering chief, officially became CEO on September 1 before leading the company’s September 9 iPhone announcement.
The timing gave him an opportunity to introduce a major new product category almost immediately after taking charge, establishing his public leadership at a pivotal moment for Apple’s hardware business.
Cook said the transition has unfolded much as he envisioned, and he expressed confidence in how Ternus has settled into the role.
Cook’s Advice to Ternus
Drawing on his own experience succeeding Steve Jobs in 2011, Cook encouraged Ternus to develop his own leadership style rather than follow the approach of his predecessor.
“The advice I’ve given him is, make it your own job,” Cook said. “And that means don’t mimic me. Just like I didn’t mimic Steve. We all have different strengths.”
Cook now serves as Apple’s executive chairman, leaving Ternus responsible for guiding the company’s next chapter.
With the iPhone Duo arriving later this month, Ternus begins his tenure with one of Apple’s most significant product introductions since the original iPhone.
