Tim Cook turned 65 in November 2025, intensifying speculation about his retirement. Apple began quietly testing the waters for John Ternus as his replacement throughout 2026, with the process reportedly going very well. The company laid groundwork for the recent announcement confirming Ternus as the new Apple CEO.

Ternus brings a distinct management style to the top role. Well-liked and decisive, he balances conservative risk-taking with innovation, exemplified by his leadership in developing the MacBook Neo at an unprecedented price point. He personally led the product reveal rather than Cook.

Unlike the bean counter perception of Cook, Ternus is described as a hardware enthusiast through and through. The board's selection reflects Apple's direction under new leadership, with investors already responding positively to Ternus's approach to management and product development.