Tim Cook has finally revealed why he chose to step down as Apple’s CEO only eight days before the company unveiled the iPhone Duo, its first foldable phone.
A Handover Timed for Momentum
Cook formally handed the CEO seat to John Ternus on September 1, 2026, after leading Apple for 15 years. The iPhone Duo was introduced on September 9, 2026, at Apple’s latest product launch event.
The timing was deliberate. Cook wanted Ternus to start his tenure with a big moment: the launch of a product Apple fans had long been waiting for.
“I wanted John to get a good push. And momentum at Apple depends heavily on the product cycle. This product cycle feels incredible. Duo is coming in a few weeks, and that’s amazing,” Cook said in an interview with The Independent on Saturday, October 10, 2026.
As a result, Ternus became the person who introduced the iPhone Duo to the public, opening a new chapter for Apple in the foldable smartphone market.
A Succession Years in the Making
Cook also stressed that the leadership change was not sudden. The succession process was prepared over several years so it would go smoothly.
“It’s an exciting transition. We really tried to create the best transition ever, an example that others can reference and learn from,” Cook said.
“This process actually began years ago. Of course, something like this doesn’t happen quickly. I’m very happy with how everything has gone,” he added.
The 65-year-old said the transition has gone as he hoped. He said he is pleased that the company has a successor he considers the right fit.
“I think everything is going exactly as I imagined. It feels fantastic, because Apple deserves the best,” he said.
Cook’s Advice to Ternus Echoes Steve Jobs
Cook also shared the advice he gave Ternus when he took over. It turns out to be similar to the message Cook himself received from the late Steve Jobs when he succeeded the Apple co-founder as CEO in 2011.
Back then, Jobs told Cook not to make decisions simply because he felt that is what Jobs would have done. Cook is now passing the same principle on to Ternus.
“The advice I gave him is to make the job your own. Spend your time on the things that add the most value to the company,” Cook said.
“That means don’t copy me. Just as I didn’t copy Steve. We all have different strengths,” he continued.
Cook’s New Role at Apple
Even though he is no longer CEO, Cook remains at Apple as Executive Chairman. He now spends more time on global policy and the company’s relationships with governments, while supporting Ternus without interfering in his leadership.
Ternus previously led Apple’s hardware engineering division. He began his tenure by introducing the iPhone Duo alongside the iPhone 18 Pro lineup, a launch that also serves as a key milestone for Apple’s new leadership.
What This Means for Apple
Handing over the CEO role right before a major product launch gives Ternus a high-profile start and signals continuity. Cook’s stated approach, a long-planned transition with a clear piece of advice to “make the job your own,” suggests Apple wants to avoid the disruption that often follows a change at the top.
Whether the iPhone Duo succeeds will be an early test for the new CEO. Reports on production challenges and limited supply could affect how the launch is judged, so the product’s first months on the market will be closely watched.
