Tim Cook will reportedly stay out of Apple’s September 9 event video as the company continues shifting its public identity toward new CEO John Ternus. Cook will still attend the event screening at Apple Park, but Apple plans to keep the presentation focused on Ternus and the next generation of products.
Bloomberg’s Mark Gurman reports that Cook will sit in the VIP section during the event, although he will not appear in the prerecorded presentation. Apple wants Ternus to become the main public face of the company as he begins his first major product cycle as CEO.
John Ternus takes center stage at Apple
The September event will give Ternus his biggest public platform since replacing Cook as CEO, with Apple expected to introduce its foldable iPhone, iPhone 18 Pro models and new Apple Watches.
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Apple has carefully managed the leadership change over recent weeks, with Cook and Ternus publicly praising each other while Ternus gradually takes control of Apple’s executive operations. Cook has also moved out of the CEO office in Section 7 of Apple Park, allowing Ternus to move into the executive suite.
Cook remains closely involved with Apple as executive chairman and has already told employees that he expects to continue visiting Apple campuses around the world.
His compensation also reflects an active role, with Cook set to receive a $2 million base salary and a stock award targeting $45 million in 2027.
The September event will therefore mark a clear change in Apple’s public presentation, with Ternus leading the company’s next product era while Cook continues working behind the scenes.
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