Five weeks after the change at the top of Apple, Tim Cook speaks at length about his successor. He explains why he relinquished the top job just before the biggest iPhone launch of the year – and what advice from Steve Jobs he passed on to John Ternus.
John Ternus has been Apple's CEO since September 1st, with Tim Cook serving as Executive Chairman of the Board. Ternus was previously Apple's head of hardware; his career, from engineer to the top of the company, spans more than two decades within the firm.
Cook describes how he divides the roles in an interview with the British newspaper The Independent. The conversation with journalist David Phelan took place on October 7th at Apple's UK headquarters in Battersea Power Station in London – the same day Apple launched a creative program for young people there in partnership with The King's Trust.
Key Facts at a Glance
- Tim Cook describes the change at the top as a transition that began years ago.
- He resigned eight days before the unveiling of the iPhone Duo so that Ternus could start with momentum.
- He advised his successor not to copy him – just as he himself had not copied Steve Jobs.
- Cook rejects the accusation that he interferes. He says he primarily focuses on working with governments worldwide.
A transition that began "years ago"
Cook calls the move an interesting transition that actually began years ago. The goal was to make the best possible transition, a textbook example that others could later look back on and learn from.
Cook also explained the timing. He resigned on September 1st, eight days before Apple unveiled the iPhone Duo on September 9th, because he wanted Ternus to have "some momentum." The first foldable iPhone thus became the first major product launch under the new CEO.
Steve Jobs' advice
He gave his successor one main piece of advice: to make the task his own. Ternus should not imitate him – just as he himself had not imitated Steve Jobs.
The idea originated with Jobs himself. He had advised him not to make decisions based on how Jobs would have decided. He has now passed this advice on to Ternus.
"I am not an meddler."
When asked whether he interferes in the work of the new CEO, Cook is unequivocal. He says there is an "incredible level of trust" between him and Ternus. The relationship must be based on trust, and communication must be frequent and substantial. "I don't interfere. I'm not an meddler," Cook says.
He sees his own role primarily in global government policy and in collaborating with governments where Apple wants to initiate or support change. Furthermore, he supports Ternus wherever the latter deems it beneficial.
Cook remains the public face
I find the division of responsibilities remarkably clear. Ternus oversees the product business and recently even took over Apple's design department, while Cook focuses on politics and government. The fact that Cook is giving the interview on the sidelines of an educational program in London fits the picture: The Executive Chairman remains the public face, while the CEO stays focused on products.
Anyone wanting to know how different Ternus actually is should pay less attention to interviews and more to upcoming product launches. The next one is on October 13th.
Do you believe Cook will stay out of day-to-day operations – or will the influence of the long-serving boss be felt for a long time to come? Feel free to disagree in the comments.
