New Apple CEO teases ‘phenomenal’ launch in first memo to employees

John Ternus has begun his tenure as Apple CEO with a message focused on continuity, innovation and the company’s next product cycle, while Tim Cook moves to Executive Chairman after more than a decade leading the technology giant.

John Ternus has officially taken over as Apple’s Chief Executive Officer, succeeding Tim Cook and beginning a new chapter for the company. On his first day in the role, Ternus sent a memo to employees thanking them for their support and outlining his confidence in Apple’s people and future.

The new CEO also used the message to offer a brief glimpse of what lies ahead, telling employees that Apple has a “huge launch next week” that would be “phenomenal”, according to MacRumors. Although Ternus did not identify the products involved, the comments are widely being linked to Apple’s September 9 “Surprise and Shine” event.

The upcoming event is expected to be one of the first major public moments of Ternus’ tenure, with Apple anticipated to introduce the iPhone 18 series alongside other products. The launch will provide an early indication of how the company’s new leadership presents its product strategy while maintaining the momentum established under Cook.

Ternus backs Apple’s existing team

In his memo, Ternus praised Cook’s leadership, describing him as a leader who guided Apple with “values, decency, and humanity.” He also called Apple the “greatest company in the world” and said he believes the company can “continue to be great with the same team.”

Ternus said he was equally excited about products already in development and those Apple has yet to imagine. His comments point towards an approach centred on continuing Apple’s established product development culture while pursuing new technologies and categories.

The new CEO brings extensive hardware experience to the position. He joined Apple in 2001 and most recently served as Senior Vice President of Hardware Engineering, where he was responsible for teams involved in developing and delivering the company’s major hardware products.

Apple reshuffles hardware leadership

The leadership transition has also resulted in changes across Apple’s organisation. Johny Srouji has been promoted to Chief Hardware Officer and will take over responsibility for the hardware engineering division previously headed by Ternus. Apple has also reorganised its product design operations, with former engineering vice president Laura Legros joining the company.

Cook had earlier expressed confidence in Ternus as his successor, saying he took “enormous comfort” in handing over leadership to someone he described as “brilliant”, “wonderful”, and “capable”.

With the September 9 event approaching, attention is now turning to Ternus’ first product launch as CEO. Beyond the expected iPhone announcements, the event could establish the tone for Apple’s new leadership era and provide an early look at how Ternus intends to steer the company’s product roadmap.