CUPERTINO — John Ternus is scheduled to become Apple's CEO on September 1, 2026, succeeding Tim Cook. Cook will transition to the role of Apple's executive chairman on the same date.

Currently, Ternus serves as Apple's hardware chief. On April 21, 2026, Cook posted on X regarding the succession. Cook has accumulated over 15 million followers on the platform.

"I want to thank everyone for the outpouring of love and thank you for believing in me to lead the company that has always put you at the center of our work." Apple CEO Tim Cook said. He added, "This is not goodbye. It's a hello to John and I can't wait for you to get to know him like I do!"

Ternus's LinkedIn profile lists two roles. The profile shows no visible activity.

A 2025 report by H/Advisors Abernathy indicates that over two-thirds of Fortune 100 CEOs maintain at least one social media profile, with these CEOs posting monthly or more frequently. For example, Walmart CEO John Furner shared a video addressing employees on LinkedIn in February after reporting earnings.

Mark Zuckerberg uses social media to share personal life content and product announcements. Other CEOs, such as Microsoft CEO Satya Nadella, General Motors CEO Mary Barra, and TIAA CEO Thasunda Brown Duckett, use LinkedIn for product updates and to acknowledge employee achievements. Airbnb CEO Brian Chesky has more than 280,000 followers on LinkedIn. Salesforce co-CEO Marc Benioff streams financial updates on YouTube.

Research by Weber Shandwick indicates that 81% of executives believe a visible public profile for a CEO is essential to a company's reputation. More than half of executives surveyed also stated that a CEO's visible public profile aids in attracting and retaining top talent. Boston Consulting Group suggests that individuals aspiring to CEO positions should begin developing a social media presence at least five years before assuming the top role.

Why It Matters

The upcoming leadership change at Apple marks a transition in the company's executive structure. The succession involves a shift from Tim Cook, who has a social media presence, to John Ternus, who does not publicly engage on social media platforms. This contrasts with trends among other Fortune 100 CEOs who actively utilize social media for corporate communications, employee engagement, and public relations.