Apple’s long‑time chief executive Tim Cook is stepping down this year, handing the reins to John Ternus. When asked by the Wall Street Journal what one piece of advice he would give the incoming CEO, Cook said the same counsel he received from Steve Jobs: “just do the right thing.” This echoes Jobs’ insistence on staying true to the company’s core mission.

Cook emphasized that the new leader must avoid trying to emulate previous CEOs. Instead, he urged Ternus to remain authentic and keep a clear North Star anchored in Apple’s values. Values act as a compass, he noted, ensuring that even when the market shifts, the company can steer back to its founding principles.

The interview, captured in a short WSJ video, also highlighted Cook’s belief that a CEO’s personal integrity outweighs external pressures. By focusing on what the company stands for, the new CEO can navigate uncertainty without losing sight of its identity. This message carries weight as Apple faces increased scrutiny over privacy, supply chain ethics, and market competition.

With his departure, Apple’s succession plan now centers on preserving the brand’s legacy while embracing innovation. Cook’s concise guidance—stay true, keep values front and center—serves as a blueprint for Ternus to balance stability and growth. The company’s trajectory will hinge on how well the new leadership translates these principles into tangible products and services.