The news that Tim Cook may step down as Apple’s chief executive next year has created a wave of interest across the global tech world. Cook has led Apple for more than a decade, guiding the company through steady growth, new product lines, and a major shift toward services. His possible exit in 2026, first discussed in recent reports, marks a turning point for a company that has long depended on stable leadership.
Apple is now preparing for a future in which Cook no longer sits at the head of the table, and the question of who will take charge is gaining attention in boardrooms, stock markets, and among millions of Apple customers. A change of this scale matters not only for Apple’s business but also for the wider tech sector, as the company’s direction influences global supply chains, consumer markets, and regulatory debates.
Cook became CEO on 24 August 2011, shortly before Steve Jobs passed away. Jobs personally recommended him, trusting Cook’s calm manner and deep knowledge of Apple’s internal systems. Over the years, Cook proved capable of managing the company through both new opportunities and difficult moments. Under his leadership, Apple expanded its product range with the Apple Watch, AirPods, and the Vision Pro headset.
While some of these devices took time to gain momentum, they gradually built fresh income streams and strengthened Apple’s ecosystem. At the same time, Cook pushed the company deeper into services, including cloud storage, music, video, payments, and gaming. By 2025, services reached nearly a quarter of Apple’s total revenue, making it one of the company’s strongest sources of long-term income.
Apple’s financial growth during Cook’s tenure is often cited as one of his defining achievements. When Cook became CEO, Apple’s market value stood at around $350 billion. Today, it is above $3.5 trillion. Annual revenue has climbed steadily, reaching $394 billion in the 2025 fiscal year.
The iPhone still represents more than half of Apple’s total revenue, but the company has reduced its dependence on it by pushing investments into silicon engineering, wearables, and digital services. Cook also applied his operations expertise to improve supply chain reliability. His leadership helped Apple manage trade tensions, pandemic disruptions, and shifts in global manufacturing. Expanding production to India and Vietnam lowered the company’s vulnerability to political friction and helped open new markets.
Cook’s approach to privacy, environmental goals, and workplace inclusion also shaped Apple’s public identity. He promoted strict rules to protect user data, introduced policies that limited tracking by third parties, and maintained strong positions on encryption. Apple also committed to becoming carbon neutral by 2030 and increased the number of women in senior roles. These steps strengthened Apple’s reputation at a time when tech companies face higher scrutiny.
Even though Cook’s time as CEO has been praised, criticism has also grown. Some investors argue that Apple has not delivered a product breakthrough on the level of the iPhone. Others worry about competition in artificial intelligence, where Apple has moved more slowly than rivals like Google and Microsoft. Regulatory pressure continues to mount, especially in Europe, where the company faces investigations under the Digital Markets Act that could lead to heavy fines.
Apple’s dependence on China for part of its revenue is another concern, as local competitors such as Huawei have regained strength. Yet Cook maintained high levels of trust among Apple employees and the board, which makes any succession decision especially important.
Reports suggest that Apple prefers a smooth and predictable transition. The company has been working on CEO succession planning for many years. Since Steve Jobs’ health problems in 2009, the board created a long-term plan to identify potential leaders and prepare them for the role. Internal training programs, often called “CEO boot camps,” gave top executives the chance to shadow Cook, handle mock crises, and manage cross-department projects. The board rarely discusses succession publicly, but insiders say the process has become more active in recent months.
Among the candidates, John Ternus stands out as the frontrunner. He is Apple’s Senior Vice President of Hardware Engineering and has worked at the company since 2001. At 50, he belongs to a younger generation of leaders who may offer long-term stability. Ternus played an important role in the development of the iPad Pro, the MacBook line, and the early versions of the Vision Pro.
He also led the transition to Apple Silicon, which allowed the company to shift away from Intel chips and build its own processors, improving performance and battery life. This move strengthened Apple’s independence and brought new coherence between hardware and software. Colleagues describe Ternus as soft-spoken, calm, and practical, with a hands-on work style that has earned respect inside the company.
Ternus has taken on growing responsibilities in recent years. He often stands beside Cook during product reviews and has joined him at investor briefings. He has also overseen Apple’s efforts to integrate more AI features into its chips, preparing the company for competition in that space. His supporters argue that he has the right mix of engineering depth and operations knowledge. These skills echo Cook’s own strengths, making him a stable choice during a time of market uncertainty.
Critics, however, say Ternus lacks the marketing style that Apple once relied on under Steve Jobs. They wonder whether he can energise the company’s product launches or guide its long-term services strategy. Still, many analysts believe he is the most likely option because he shares the company’s culture and maintains good relationships across teams.
Another long-discussed name is Jeff Williams, who served as Chief Operating Officer. Williams has long been seen as a near-copy of Cook in terms of management style. He oversaw the supply chain, Apple Watch development, and major global operations. His leadership during the early COVID years strengthened his reputation as a steady hand. But Williams announced his retirement, effective early 2026. This removes him from the running and opens the path more clearly for Ternus. Williams will continue advising during the transition, but the board now sees younger leadership as a more practical choice.
Katherine Adams, Apple’s General Counsel, is another respected candidate. She has guided Apple through high-profile legal disputes, including antitrust battles in the United States and Europe. Her understanding of regulatory risk is valuable at a time when Apple faces sharper attention from governments. However, her background in law rather than product engineering makes her a less likely choice for CEO. She plays an important role in shaping Apple’s public policies and may continue to do so under the next chief executive.
Deirdre O’Brien, who leads Retail and People, has long experience inside Apple and helped expand both its workforce and store network. She is known for strong people-management skills and a steady approach to retail operations. Her work on staff training, diversity, and customer experience has improved Apple’s public image. Even so, analysts consider her less likely to become CEO because Apple usually picks leaders with technical or operations backgrounds.
Some observers mention Craig Federighi, the head of software engineering, as a possible candidate. He is widely known among customers due to his public presentations at Apple events. His work on iOS, macOS, and privacy features has shaped Apple’s software direction. Yet the board is expected to favour someone with wider operations experience. Eddy Cue, who led services, is nearing retirement and unlikely to enter the list.
The broader question is what Apple will look like after Cook steps down. A Ternus-led Apple may focus more on tight links between hardware and AI technologies, as well as a continued shift toward custom silicon. The company may push forward with more wearable devices, new forms of AR glasses, and better on-device intelligence to reduce dependence on cloud services. Apple will also need steady leadership as it deals with antitrust cases, competition from Asian phone makers, and growing demand for AI tools. The board aims to maintain the stability Cook provided while opening the door to fresh ideas.
Market reactions to the news have been mixed. Apple’s share price dropped slightly after early reports but later recovered. Investors largely expect the company to keep its core strategy intact. Large shareholders appear comfortable with an internal successor, believing that Apple’s culture depends on continuity. Employees within the company have shared positive views of Ternus, describing him as approachable and prepared.
