2026-04-21 08:25:50
Tim Cook didn’t get to be a part of a “thoughtful, long-term succession plan” in 2011. After stepping in for Steve Jobs multiple times during the Apple co-founder’s fight with cancer, Cook became CEO, and Jobs became executive chairman just 43 days before Jobs died. Apple didn’t dictate the executive transition. Jobs’s cancer did.
I get the sense that Cook wanted to give his own successor the thoughtful, long-term plan that Jobs couldn’t give to him. Nearly two years ago, Bloomberg’s Mark Gurman suggested that Ternus could be Cook’s planned successor. By the time the Financial Times reported that Ternus was likely to succeed Cook last November, it was clear things were already headed in that direction. I doubt there was a single person at the March unveiling of the MacBook Neo who didn’t know that John Ternus, who spoke to the crowd, was likely to be Apple’s next CEO.
Tim Cook knows he can’t stay at Apple forever. The longer he lengthened his tenure as CEO, the shorter he risked making the transitional period. I’d actually be surprised if Cook isn’t in the executive chairmanship for a lot longer than people expect. I don’t think he’s ready to put Apple in the rearview—but I do think he’s trying to get the timing on this exactly right.
And here it is: Cook will give Ternus the CEO job in a little over four months. (Wall Street has ten days to digest that news before Apple reports its latest financial results.) Then Cook will become Apple’s executive chairman, able to provide advice and support to his successor while presumably allowing him to forge his own path. Ternus gets a runway, mentorship, and a trusted adviser at a particularly stressful moment. I’m sure Cook wishes he’d been able to talk to Steve Jobs during his first year as CEO.
Oh, and Cook will apparently be taking one very specific job with him to the boardroom, according to the press release:
Cook will continue in his role as CEO through the summer as he works closely with Ternus on a smooth transition. As executive chairman, Cook will assist with certain aspects of the company, including engaging with policymakers around the world.
It doesn’t take a magnifying glass to read between those lines. Cook is keeping one of the stickiest jobs he’s had to do the last decade for himself, for now: connecting with the representatives of various governments in ways that advantage Apple, whether that’s easing China’s worries about Apple’s focus on diversifying its supply chain, or convincing the Trump administration that Apple is investing in the U.S. while also needing tariff relief. Not only does Cook have the personal connections there, but it’s a messy business that perhaps Ternus is best insulated from—for now.
There’s going to be ample time to ponder the highs and lows of the Tim Cook era at Apple. The company is impossibly larger than the one Cook took over from Jobs. The explosive growth of the iPhone, especially from 2014 on, has changed the fundamentals of the company. When iPhone growth finally slowed, Cook swapped in a growing wearables business (led by what I assume is the product Cook is most proud of, the Apple Watch) and a dramatically growing set of subscription services. Those growth lines keep Wall Street happy.
When you’re the CEO, you’re the CEO of the whole company—but I do believe that CEOs come to the job with their own strengths, which reflect on their priorities as CEO. Cook’s focus on efficiency, owing to his background in operations, also served Apple well during this period. Realizing that product margins increase over time, he allowed Apple to sell iPhones at lower prices by keeping older models on sale for much longer.
Cook’s priorities helped make Apple a manufacturing powerhouse, capable of building products nobody else could—at least, until Apple showed the way. But as Patrick McGee so capably showed in his book Apple in China, Apple was also training up China on being a tech manufacturing powerhouse. Between that and Cook’s policy of engaging with the Chinese in order to gain access to the lucrative and growing Chinese market, Cook reaped benefits with the side effect of empowering a global competitor and not engaging with a government whose core principles do not fit with Apple’s.
The same goes for the United States, where Cook has managed to reduce the impact of tariffs by playing nice with the administration 1, making some made-in-the-USA servers and boasting about its investments in American manufacturing while downplaying its commitment to diversity, equity, and inclusion.
For John Ternus, who’s been working at Apple for half his life, to say that this is a huge opportunity is an understatement. Congratulations, dude, here’s the keys to one of the world’s most important and valuable corporations. Don’t break it.
But Ternus’s arrival in the CEO’s office isn’t just an opportunity for him. It’s an opportunity for Apple. Every time a new person takes over, whether it’s in the role of CEO or even just a middle manager, there’s an opportunity for change. Even if you worked for the old boss, once you’re the new boss, you have the opportunity to turn the page. It’s a lot harder for someone to reverse themselves on a decision they made than it is for someone new to come in and see the opportunity to move forward. (Cook re-instituted an employee donation-matching program when he took over from Jobs, just as one small example.)
In spite of its success, or perhaps because of it, Apple has been a company in stasis for 15 or 20 years. When everything’s going great, and all the executives just stick around no matter how rich they get on stock options, it’s really hard to make changes. The arrival of any new person in charge, not just John Ternus in particular, is an opportunity to shake things up. New leaders have the freedom to make their mark. That could be good for Apple.
I’m also struck by the fact that John Ternus comes from a product-focused background. All in all, it was probably for the best that Tim Cook was as different in skill set from Steve Jobs as possible, because that was an impossibly hard act to follow. Cook, as an operations guy, got to put his faith in the product teams that were executing and guided them at a very high level. I think it would’ve been a disaster if Apple’s first post-Jobs CEO had been trying to cosplay as Steve. Cook couldn’t pull off wearing that turtleneck.
But it’s been 15 years, and maybe it’s a good thing for Apple to get a CEO who’s closer to the metal? Ternus knows the ins and outs of product development at a different level than Cook ever could. Given that Apple is, at its heart, a company that makes physical products and sells them, having someone who has spent decades at Apple working on those products feels like an opportunity for a positive change.
As a part of Monday’s moves, Johny Srouji has been named Chief Hardware Officer, reporting to Ternus. This is a new C-suite position for Srouji, previously the senior VP of hardware technologies.
It’s hard to see this move and not consider Bloomberg’s report back in December that Srouji “recently told Cook that he is seriously considering leaving in the near future,” a report defused by Srouji two days later.
Srouji is the father of Apple silicon, and Apple’s chip efforts are one of the company’s greatest assets. When word of Srouji’s potential exit broke, it only underscored to me just how vital Srouji and his team are to Apple. It also struck me that perhaps this was evidence that Apple was negotiating with Srouji in order to retain him, during a period when one of his peers—Ternus—was about to be made his boss.
The moment your boss of more than a decade decides to hang it up seems like a pretty good time to take stock and consider what your own next move might be. If you’re Srouji, you undoubtedly have all sorts of different opportunities out there. Having a fellow SVP like Ternus be promoted over you also has to sting a little bit, even if you didn’t especially want the top job.
You need to retain key employees, and there aren’t many people more key at Apple than Johny Srouji. No matter how it went down, here’s the result: Srouji gets a C-suite title, and he takes over Ternus’s hardware role. Ternus’s lieutenant Tom Marieb is reportedly taking his slot and reporting to Srouji. This is textbook retention, and Apple has to be relieved that Srouji is staying on.
Still, these won’t be the last changes. With Cook on his way upstairs to the boardroom, I would expect many other long-tenured Apple executives to redefine their positions or even depart entirely. Keep in mind, most of these people have been working intensely for decades and have made enough money to retire in style. I have no doubt they do it because they love it, but once the boss changes and some of your old colleagues step away, it’s not the same, is it? It’s a cascading wave of change that is probably going to continue at Apple for some time.
Managing that change, and making it for the better, will be one of John Ternus’s first jobs. At least he’ll have Tim Cook to lean on for advice.
2026-04-21 07:10:03
Breaking news! Apple announces that Tim Cook’s tenure as CEO is ending, and John Ternus and Johny Srouji get promotions. And when that’s done, we finish our Apple at 50 coverage with a vibe-based draft.
2026-04-21 05:01:29
Apple announced that Tim Cook will become executive chairman of Apple’s board of directors and John Ternus, senior vice president of Hardware Engineering, will become Apple’s next chief executive officer effective on September 1, 2026. The transition, which was approved unanimously by the Board of Directors, follows a thoughtful, long-term succession planning process.
Like so much with Apple these days, the details of this “thoughtful, long-term succession planning process” have been broken by the press, primarily Mark Gurman at Bloomberg, so when the actual event occurs it’s not a surprise. Well, dropping it on April 20, ten days before Apple’s next quarterly results, is a bit of a surprise—but really, just the timing. Not the details, all of which were widely anticipated.
2026-04-21 03:23:00
Every Apple device has opinions about when it should make noise. Some of those opinions are reasonable; others will surprise you at 2 a.m.! If you’ve ever wondered why your iPhone alarm blared right through Silent mode, or why your Mac doesn’t have a Silent mode at all, here’s the breakdown.
Before telling you how to suppress, silence, or control audio output, let’s first look at what might provoke a sound and which settings control whether it’s produced. Then I’ll dig into Silent mode and other volume-control options.
Here’s what can trigger audible alerts across your Apple devices, and what controls each:
Silent mode is available on the iPhone, iPad, and Apple Watch. When you enable it, Silent mode suppresses ringtones, alerts, and system sounds.1 Silent mode doesn’t disable the audio alarms, timers, music, or video audio—they all play right through it. So do Find My’s Play Sound, emergency SOS sounds, fall and crash detection alerts, and government emergency alerts. Apple’s logic is that these are sounds you either explicitly requested or urgently need to hear.
Your device may also still vibrate, as haptics are controlled separately in Settings: Sounds & Haptics.
Despite this seeming clarity, you will find device-based exceptions:
Each type and some generations of hardware have different pathways or options to manage Silent mode:
On all of these devices, you can also toggle Silent mode from Control Center: just tap the Silent Mode icon. If you don’t see it there, you’ll need to add it by customizing Control Center.2
Macs don’t offer a Silent mode. Apple apparently assumes that if your Mac is awake and making noise, you’re sitting in front of it and can deal with it!
Instead, Macs split audio into two buckets. “Sound effects”—Apple’s long-standing term for system feedback sounds, alerts, error bonks, and the like—are controlled in Settings: Sound under the Sound Effects section. You can route them to a different audio output device, and there’s an “Alert volume” slider you can drag all the way to zero to mute them.
Everything else—music, video, app audio—is controlled by the main Output volume, adjustable via the keyboard volume keys or a Control Center slider.
One more piece of the sound output puzzle worth putting in place: on an iPhone or iPad, the hardware volume buttons normally control media volume, but there’s a setting in Sounds & Haptics called Change with Buttons that lets them also control the separate Ringtones and Alerts volume. If that’s off, you need to adjust the ringtone and alert volume with the slider in Settings.
On an Apple Watch, which has no volume buttons, you adjust volume in Settings: Sounds & Haptics: Tap the speaker icons, or rotate the Digital Crown when the volume slider is visible.
I suffered to understand all the interactions of Silent mode and Focus modes, so you didn’t have to, when I researched Take Control of Focus. This book explains everything you need to know about what produces banners, sounds, vibrations, and more, and how to tune, tweak, and otherwise customize Focus modes to preserve your peace of mind while getting a piece of work done—or even reading a book!
[Got a question for the column? You can email [email protected] or use /glenn in our subscriber-only Discord community.]
2026-04-18 08:21:03
Jeopardy experiments more with streaming (and Jason lost), we reminisce about Netflix history, Paramount+ hugs Pluto, “The Pitt” should brace for franchising, and the sad fate of “Star Trek.” And a big announcement!
2026-04-18 00:00:59
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