Ternus Takes the Reins at Apple: A New Era for the Tech Giant

Tim Cook has handed over the reins of Apple to John Ternus, ending his 15-year tenure as CEO. During his time at the helm, Apple's market value grew from $350 billion to around $4.67 trillion. Under Cook's leadership, Apple stock increased by an estimated 2,300%, and when dividends are included, that number jumps to over 2,700%. The company's annual revenue quadrupled, rising from $108 billion in fiscal 2011 to $416 billion in fiscal 2025.

Ternus inherits the top-selling phone in the world, with the iPhone 17 ranking as the best-selling smartphone globally in both Q1 and Q2 2026. Apple's unit sales grew by 5% in the June quarter, while the overall smartphone market contracted by 11%. The new CEO also takes over a company that has successfully scaled the iPhone, grown its services into a large recurring revenue business, and maintained its premium pricing.

However, Ternus faces an early challenge with Apple's decision to include ads in Maps for users in the U.S. and Canada, starting on August 25. The absence of an off switch has raised concerns about Apple's commitment to user privacy. Cook had advised Ternus to focus on where it does the most good for users and keep the company's north star in view.