The question of Tim Cook's successor has been on Apple's mind for years – at least internally. One thing is clear: the position of CEO at one of the world's most valuable companies cannot be filled spontaneously. Apple is not a startup, but a corporation with a market capitalization of over two trillion dollars, thousands of employees, and a globally unprecedented pressure to innovate. It's extremely likely that the next CEO will come from within the company's own ranks – just as Tim Cook himself once succeeded Steve Jobs.
The resignation of Jeff Williams, long considered Cook's logical successor, has reignited the debate about the CEO's succession. Williams served as Chief Operating Officer, just like Cook before his appointment as CEO. But with his announced departure, it's clear: Apple needs to rethink its position. Several internal candidates are coming into focus. Three executives in particular are currently considered the most likely options – but other names are also being considered. The decisive factor will be the timing of Cook's actual resignation.
Craig Federighi: Software CEO with experience and public presence
Craig Federighi is currently Senior Vice President of Software Engineering and is responsible for the development of iOS and macOS. He has extensive experience both inside and outside of Apple. Before returning to Apple, he was Chief Technology Officer at Ariba, an e-commerce company. Before that, he worked at NeXT, the company Steve Jobs founded before returning to Apple. Federighi is 56 years old. This could be an advantage or a disadvantage, depending on when Cook actually leaves. If Cook were to step down in the next few years, Federighi would be well positioned in terms of age. However, if the retirement drags on until around 2030, Federighi would be over 60 and possibly too old for a long-term CEO role. He is considered the technical face of the company, not least because of his role in "Apple Intelligence," Apple's current foray into AI applications. He represents both technological depth and public communication skills.
John Ternus: Hardware strategist with a clear balance sheet
John Ternus is 50 years old and currently Senior Vice President of Hardware Engineering. He has played a central role in the development and implementation of today's Apple devices. Under his supervision, the AirPods were introduced, all iPad models were updated, and, most importantly, the switch from Intel processors to Apple Silicon was completed – a significant strategic step for the company. Ternus recently also took over Apple's robotics team. This team previously reported to John Giannandrea, who in turn is responsible for "Apple Intelligence." The acquisition demonstrates Ternus's increasing influence within Apple's internal structure. He is considered down-to-earth, strategic, and deeply involved in product development. As the youngest of the three top candidates, he would also be well-suited for a long-term CEO role.
Greg Joswiak: Marketing professional with a lot of Apple DNA
Greg Joswiak is currently Senior Vice President of Worldwide Marketing and regularly presents the iPhone Pro models at Apple events. At 61, he is the oldest of the three top candidates. While he is not directly responsible for software or hardware, his overview of the entire product portfolio is comprehensive. Throughout his career, he has often served as the interface between product development and the market, collaborated with developers, and played a key role in communicating Apple products. His role as the face of iPhone marketing strategy gives him public visibility. Internally, his long tenure with the company is an advantage. However, he lacks the direct operational experience with technical product development that Federighi and Ternus have.
Sabih Khan: The new COO – and therefore automatically in the conversation
Sabih Khan, currently 59 years old, will replace Jeff Williams as Chief Operating Officer. He will assume the role traditionally considered a stepping stone to the CEO. Tim Cook was also COO before succeeding Steve Jobs. Khan has been with Apple since 1995 and is therefore deeply rooted in the company. While he has little public visibility, his new role gives him exposure to virtually every area of the company—from production to logistics to internal organization. His nomination as COO automatically positions him for the CEO succession, even if he is not yet among the top executives.
Other possible candidates
Eddy Cue, 60, is responsible for Apple Services – an area that the company has deliberately expanded. His role continues to grow in importance as services increasingly serve as a growth engine, especially through Apple Music, iCloud, and the increasing integration into the Apple ecosystem. Cue has been with Apple for decades and is well connected internally, but also not often in the public eye. Deirdre O'Brien, around 59, is Senior Vice President of both Retail and People. This makes her responsible for all Apple Stores worldwide and for all human resources matters within the company. She has been with the company for over 35 years. She is sometimes viewed critically by the public, partly because of her stance towards unions. Nevertheless, she is an example of Apple's strategy of recruiting leadership from within.
- A look back at Apple's history shows that it has rarely hired external executives into top positions. Angela Ahrendts joined as head of retail from Burberry – and left the company immediately after her first contract expired.
CEO question at Apple: Everything depends on the retirement date
Apple will most likely once again appoint an internal executive as CEO. The company is too complex, too fast-moving, and too deeply rooted in its own culture to integrate someone externally long-term. The most likely candidates are currently Craig Federighi, John Ternus, and Greg Joswiak. Sabih Khan and Eddy Cue are also attracting attention—not least because of their strategically important roles. Which name ultimately wins the nomination depends heavily on the timing of Tim Cook's departure. If the change comes in the next one to two years, Federighi or Joswiak could have a realistic chance. If the departure occurs later, the likelihood of a younger candidate like John Ternus or the newly appointed COO Sabih Khan increases. The best products for you: Our Amazon storefront offers a wide selection of accessories, including those for HomeKit. (Image: Shutterstock / Droneandy)
- Apple should consider a CEO change, according to LightShed
- Apple CEO Tim Cook stays – and will probably move even higher
- Apple reshuffles leadership after Jeff Williams resigns
