Recent months have brought increasing speculation about Tim Cook’s potential departure from Apple’s CEO position. That conversation intensified over the past week, as multiple sources — including 9to5Mac — reported that John Ternus is positioned as Cook’s likely successor. We’re diving into this significant leadership transition for today’s Binary Response coverage. Please sign up to get our Binary Response articles directly in your inbox!
Tim Cook is tired, and frankly, it’s time we all accepted that. At 65 years old, leading one of the world’s most valuable companies is a grind that would exhaust anyone, no matter how capable. Cook has already told senior leaders at Apple that he’s feeling overextended and would like to reduce his workload. So here’s my take, it’s time for Tim Cook to move into the chairman’s seat, and it’s time for John Ternus to step up as CEO. Not because Cook is done — but because this transition is exactly what Apple needs right now.
Let me be clear about something first. Tim Cook has earned whatever he wants. He took over Apple in 2011 when the world was losing Steve Jobs, the companies founder! He’s navigated the company through an extraordinary period of growth and transformation. Bringing operational excellence, supply chain mastery, and a steady hand to a company that could easily have stumbled after Steve Jobs’ passing. Under his leadership, Apple’s market capitalization has skyrocketed, and the company has maintained its cultural identity while adapting to massive technological shifts. By any measure, Cook has done the job right.
But here’s what nobody likes to talk about when discussing the CEO role at Apple, it’s not just about managing a business. You’re managing a legacy. You’re dealing with geopolitical issues that would make most people’s heads spin. You’re navigating regulatory scrutiny from every corner of the globe. You’re handling policy decisions, public relations challenges, and managing an army of people — from employees to investors to politicians — who all have opinions about every move you make. Add that to the day-to-day operational demands of running Apple, and you’ve got a role that’s legitimately unsustainable long-term for any human being.
This is where the chairman transition makes perfect sense. Moving Cook upstairs isn’t a demotion or a step back. It’s a strategic repositioning that allows him to maintain his influence and leadership while stepping away from the operational grind. As chairman, Cook can focus on big-picture strategy, policy issues, board matters, and the long-term vision for the company. He can handle the political and regulatory responsibilities that come with leading one of the world’s most scrutinized technology companies. Meanwhile, someone else handles the operational intensity of running the day-to-day business. Cook gets to work at a more sustainable pace while the company continues to benefit from his expertise and judgment.
But, who should take over? And this is where I think the answer is actually obvious. John Ternus is the right person for this job, and the New York Times profile of him makes the case perfectly. Ternus has been at Apple for over two decades, joining the company in 2001. He’s not a flashy visionary — he’s a pure product engineer who understands how to balance innovation with practicality. He championed the idea of putting a LiDAR sensor only on the rear camera of iPhone Pro models, a decision that showed his ability to weigh innovation against cost considerations. He spearheaded the iPhone Air’s development with its slim design, and he was instrumental in Apple’s transition from Intel chips to Apple’s own silicon.
What’s most compelling about Ternus is that inside the company, he’s known for maintaining and refining products rather than starting from scratch. On the surface, that might sound like he lacks vision, but I’d argue it’s exactly what Apple needs right now. The company isn’t in a growth phase where it needs to reinvent itself completely. It’s in a maturation phase where it needs a steady hand that understands how to evolve existing products while keeping the company focused on what it does best. Ternus has been taking on increasing responsibility for Apple’s product roadmap in recent years, and he’s clearly been preparing for this moment.
What we should appreciate about a potential Ternus appointment is the stability it would provide. He’s not an outsider being parachuted in from some other company. He’s grown up in Apple’s culture and understands how the company operates at every level. Cook would still be in the building, still on the board, still available for strategic guidance. This isn’t a disruptive transition that leaves people wondering what’s going to happen next. It’s a smooth handoff between two people who understand Apple deeply.
Here’s the thing, folks: Change at the top of major companies makes people nervous. But people are missing the bigger picture here. Cook moving into the chairman role isn’t a retreat — it’s him recognizing where his talents are best applied at this stage of his career and his life. And Ternus stepping into the CEO role isn’t some untested appointment; it’s a natural progression for someone who’s spent a quarter-century at Apple and is ready to put his own stamp on the company.
With that… If this succession isn’t a crisis to be managed. It is an opportunity to be seized. Tim Cook should move into the chairman’s office, and John Ternus should take the CEO chair. It’s the logical next chapter for both of them, and more importantly, it’s what’s best for Apple.
If you use the companies technology on a daily basis then you are entitled to have an opinion on who should be the face of the company!