In a surprising move, Tim Cook recently announced his decision to step down as CEO of Apple just eight days prior to the highly anticipated launch of the iPhone Duo, Apple’s first foldable smartphone. On September 1, 2026, Cook officially passed the leadership baton to John Ternus, after a remarkable 15-year tenure at the helm.
A Purposeful Transition
Cook's decision to step aside isn’t without reason. The timing was deliberate; he wanted to provide Ternus with a significant kickoff to his leadership, coinciding with the launch of a product long-awaited by Apple enthusiasts. In an interview with The Independent, Cook articulated his thoughts: "I wanted John to have a strong push. At Apple, momentum is often tied to product cycles, and this one felt extraordinary. The Duo is set to arrive in just a few weeks, and that’s exciting."
John Ternus Takes the Lead
With Cook's exit, Ternus is now the face that introduces the iPhone Duo to the world, marking a new chapter for Apple in the foldable smartphone market. Cook reassured that this transition had been meticulously planned over several years to ensure a seamless handover.
The Importance of Succession Planning
"This is an exciting transition. We genuinely aimed to create the best succession possible, a model that others could look up to and learn from," Cook said. He emphasized that the process had been in the works for years, and he was satisfied with how it unfolded. "I think everything went exactly as I envisioned. It feels fantastic because Apple deserves the best," he added.
Words of Wisdom for the New CEO
Interestingly, Cook shared the advice he imparted to Ternus as he assumed his new role. It mirrors the guidance he received from the late Steve Jobs when he became CEO in 2011. Jobs had advised him not to make decisions solely based on what he believed Jobs would have done. Cook echoed this sentiment to Ternus: "The advice I gave him is to make the job your own. Focus on what adds the greatest value to the company," he explained. "In other words, don’t replicate me, just as I didn’t replicate Steve. We all have different strengths."
Although he is no longer in the CEO position, Cook will continue to play a pivotal role at Apple as Executive Chairman. He will focus more on global policies and the company’s relationship with governments, while providing support to Ternus without interfering in his leadership.
As Ternus embarks on his journey, he has already made a significant impact by unveiling the iPhone Duo alongside the iPhone 18 Pro. This launch not only represents a crucial moment for Ternus but also for Apple as it steps into a new era of innovation.
Source: https://inet.detik.com/consumer/d-8700444/tim-cook-sengaja-mundur-jelang-iphone-duo-rilis-ternyata-ini-sebabnya
