Six things I’ll remember when I think about Tim Cook’s version of Apple

Apple CEO Tim Cook announced this week that he’s stepping down from his position in September and handing the reins to John Ternus, currently the company’s senior vice president of Hardware Engineering and a 25-year employee.

This change had been telegraphed pretty far in advance, both by media reports (Bloomberg’s well-connected Mark Gurman flagged Ternus as a frontrunner in May 2024, and The New York Times gave him a glossy profile in January) and by Apple (when it announced the MacBook Neo last month, it was Ternus, not Cook, who delivered the prepared remarks).

I’ve been covering Apple for various outlets throughout Cook’s tenure as CEO, and I’ve been thinking a lot about how Apple has changed in the 15 years since he formally took over from an ailing Steve Jobs in the summer of 2011. Under Cook, the company has become less surprising ...