Alongside the official announcement of the leadership change, Tim Cook published a personal letter to the Apple community. In it, he looks back gratefully on his 15 years as CEO and praises his successor, John Ternus, in the highest terms.
Following Apple's official announcement today of the CEO transition from Tim Cook to John Ternus, Cook addressed Apple users directly in a personal letter. Published on the Apple website, the text reveals an emotional and reflective side of the departing CEO, offering a rare glimpse into the feelings of one of the world's most prominent tech CEOs.
In the letter, Cook describes how, for almost every morning of the past 15 years, he began by reading emails from Apple users worldwide. People sent him stories from their lives—from the moment the Apple Watch saved their mother's life to selfies taken from the summit of seemingly insurmountable mountains. These emails served as a daily reminder of why he does what he does.
A look back at 15 years as CEO
The letter is less a dry business farewell than a personal thank-you speech. Cook describes how he felt "the beating heart of our shared humanity" in users' emails. This, he says, instilled in him an ever-deepening sense of responsibility to work harder and think ahead.
Particularly noteworthy is Cook's clear awareness of the privileges of his role. He describes himself as someone who grew up "in a rural place in a different time" and was then given the unique opportunity to be the CEO of the world's largest company. Cook hails from Robertsdale, Alabama—a small-town background that has contrasted sharply with his life at the pinnacle of the global tech industry.
High praise for John Ternus
Cook uses the letter to introduce his successor to the community. Ternus is "a brilliant engineer and thinker" who has spent the last 25 years developing the Apple products that users love so much. He is "obsessed with every detail, focused on every opportunity to make something better, bolder, more beautiful, and more meaningful." In other words, the perfect man for the job.
Cook emphasized that Ternus also possesses the right character for the role – he cares about who Apple is, what Apple does, and whom the company reaches. He will lead "with exceptional integrity." Under Ternus's leadership, Apple will "reach incredible heights," and users will feel his influence in every detail of upcoming products and services.
"This is not goodbye"
Perhaps the most remarkable sentence in the letter: "This is not goodbye." Cook will remain connected to Apple as Executive Chairman. However, his role in operational leadership ends in September 2026. The letter is therefore a kind of interim assessment—an opportunity to address the community personally before the new era under Ternus begins.
Cook explicitly thanks the people who greeted him on the street and in Apple Stores, those who cheered with him at product launches, and all those who trusted him to lead the company. The letter ends with a simple but heartfelt "Thank you."
Why this letter is important
It's no coincidence that Cook is taking this step and addressing Apple users directly. Under his leadership, Apple has continuously expanded its contact with the community – from the open letter to customers after the FBI-iPhone controversy to regular statements on socio-political issues. Cook has shaped the company not only technically, but also in its public image.
The community letter is therefore part of a very deliberate communication strategy: Cook isn't leaving quietly, but with a clear message. Apple remains Apple. The values that shaped the company under his leadership – data privacy, sustainability, inclusion – will continue under Ternus.
For Apple fans, the letter is an emotional moment. Cook was the face of the company for 15 years. His move to the role of Executive Chairman marks the end of an era in which Apple rose to become the world's most valuable company. Those who wish to read the full text can find it at apple.com under Community Letter from Tim. (Image: Apple)
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