John Ternus Takes Over Apple CEO Role as Tim Cook Becomes Executive Chairman

John Ternus has taken over as Apple’s new CEO after Tim Cook stepped down from the role on September 1. Ternus is the third CEO of Apple in the modern era since 1997, after Steve Jobs and Tim Cook. After leading hardware engineering teams in the Apple, Ternus is taking on expanded responsibilities which range from software and devices to legal and finance. He will also have to articulate a vision for Apple, which is yet to fully execute its AI strategy.

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What Are John Ternus’ Priorities as Apple CEO?

Apple’s leadership change comes at a time when the tech giant is preparing to host the 2026 “Surprise and Shine” event on September 9. The tech giant is expected to unveil its first foldable iPhone. John Ternus has eight days to settle in as the tech giant’s new CEO before leading this event next week.

Another priority for the new CEO is strengthening Apple’s position in the AI race. Although the tech giant had a head start in the AI-assistants race, it’s now playing catch-up. The tech giant delayed the AI overhaul of Siri then partnered with Google to power Apple Intelligence with Gemini. The tech giant showcased a smarter Siri at the 2026 World Wide Developer Conference (WWDC) event in June.

The company also announced that Apple Intelligence will power a range of Apple product features, including Siri AI, Safari, Passwords, and Messages. Apple plans to integrate AI deeper into its products, including wearables like the upcoming camera-equipped AirPods and Apple smart glasses. As the new Apple CEO, Ternus will be leading this process.

What Other Challenges Must John Ternus Navigate?

Ternus must prioritize talent acquisition and retention as he takes over leadership at Apple. In recent years, Apple has lost over a dozen executives, mostly to Meta and OpenAI. The new CEO will have to prioritize talent acquisition and retention in the tech company.

Ternus will also lead the company in navigating the trade secret lawsuit against OpenAI over allegations that the AI firm used former Apple employees to steal confidential information. Additionally, Ternus must navigate the fragile relationship between Beijing and Washington, and the global memory shortage that has caused Apple to raise MacBook and iPad prices. His predecessor, Cook was instrumental in expanding Apple’s presence in China, as well as navigating through supply chain and tariff challenges.

A Big Advantage for the New CEO

While Tim Cook is stepping down as Apple CEO, he is not leaving the tech giant. Cook is taking up the role of the company’s executive chairman.

“My title changes tomorrow, but the love I have for the Apple community never will,” Cook posted on X.

Cook’s continuing presence at Apple will be an advantage for Ternus as he navigates the challenges ahead. As Apple’s executive chairman, Cook will continue to engage policymakers globally and will be a critical ally for Ternus as the company navigates the global memory crisis.