Tim Cook gives up his place, a new era begins at Apple

Tim Cook sent a farewell message to Apple employees on Monday, on the eve of handing over the management of the group to John Ternus, using a phrase from Steve Jobs on the mark to leave in the universe, fifteen years after succeeding the co-founder. The transition was intended to be smooth at a pivotal period for the Apple group, between the launch of new products, the challenge of artificial intelligence (AI) and geopolitical tensions.

An engineer by training, the fifty-year-old John Ternus is a man of the inner circle, having arrived at Apple in 2001, very product-oriented unlike Tim Cook, recognized for his skillful logistical and diplomatic management. “Few people understand what it takes to create world-changing products the way John understands,” he writes of his successor.

The market expects progress from John Ternus on the AI ​​front, a burden that Apple has been dragging for several years, when its competitors have already pushed the integration of this technology much further. “It will be up to Ternus to write the AI ​​chapter” of Apple, according to Dan Ives, director of the Yorkville consulting firm Ives & Co.

The Cupertino (California) group is due to offer, in the coming days, a remodeled version of its AI voice assistant, Siri, capable of navigating between iPhone applications and using content. A launch expected as part of its traditional back-to-school event, scheduled for September 9, during which, in addition to features, Apple must present a new line of products. This big rally, more anticipated than usual, will constitute a first baptism of fire for John Ternus.

To allow John Ternus to concentrate on operations, Apple intends to rely further on Tim Cook. The latter will become executive president with the mission of managing political issues, one of his strengths, while sparing both the American and Chinese governments. “My title changes tomorrow, but the love I have for the Apple community will never change,” wrote the outgoing boss on X, addressing customers and admirers of the brand.