Tim Cook Remains Apple’s CEO Amid Management Changes
Apple's CEO, Tim Cook, intends to remain in his position despite increasing pressure and criticism regarding the slow integration of artificial intelligence into the company's products. Apple is undergoing significant management changes: COO Jeff Williams and CFO Luca Maestri are leaving the company, while many top executives are approaching retirement age, according to Bloomberg.
At the same time, Meta has lured away one of Apple’s leading AI experts, while Apple is reportedly scaling back its ambitious Liquid Glass interface redesign for iOS 26. Meanwhile, the company is preparing for generational change: Williams' responsibilities are being distributed among several new leaders, including Sabih Khan, the new COO, and other department heads.
Despite facing internal crises—from criticism over its weak AI presence to stagnation in product innovation, the board of directors remains loyal to Cook. Since 2011, the company's stock has increased by over 1500%, securing Cook's status as one of the most successful CEOs in tech history. Currently, there is no immediate successor: Williams is retiring, and other executives either lack the necessary experience or are close to the end of their careers.
Company leadership acknowledges the need for a strategy update: the services division led by Eddy Cue publicly warns that Apple could face a fate similar to BlackBerry if it does not adapt to new realities. Initial steps have already been taken: Apple disbanded the Vision Pro team, moved Siri and robotics development to other departments, and reportedly is considering acquiring AI companies like Perplexity or Mistral.
A key question remains: who will become the next CEO in case of an emergency? Potentially, this role could be filled by John Ternus, the current hardware chief, who has 20 years of experience at Apple and has managed key product lines. However, he lacks financial and operational expertise, so he would need a strong team including a CFO and COO.
The scenario with a "CEO on call" in case something happens to Cook likely involves temporary management by a team that would include Khan, new CFO Keven Parekh, and Cook’s long-time advisor Deirdre O'Brien. In the long run, the most likely option remains Ternus.
