Challenges Ahead for Apple: Is Tim Cook Staying?
Apple's CEO Tim Cook has confirmed he does not plan to resign anytime soon, despite increasing pressure over the slow adoption of artificial intelligence in the company's products. Apple is currently undergoing significant management changes: COO Jeff Williams and CFO Luca Maestri are leaving their positions, while many top executives are nearing retirement, according to Bloomberg.
In this context, Meta has lured away one of Apple's leading AI specialists, while Apple, according to sources, is scaling back its ambitious Liquid Glass interface redesign in iOS 26. Meanwhile, the company is preparing for a generational shift: Williams' responsibilities are transitioning to several new leaders, including Sabih Khan, the new COO, and other divisional heads.
Despite facing internal challenges – from criticism for its weak AI presence to stagnation in product innovations – the board of directors remains loyal to Cook. Since 2011, the company’s stock has risen over 1500%, establishing Cook as one of the most successful CEOs in tech history. Currently, there is no successor in sight: potential successor Williams is retiring, and other executives either lack the necessary experience or are nearing the end of their careers.
Company leadership acknowledges the need to update their approach: the services division led by Eddy Cue publicly warns that Apple could repeat BlackBerry's fate if it fails to adapt to new realities. Initial steps have already been taken: Apple has disbanded the Vision Pro team, moved the development of Siri and robotics to other departments, and is reportedly 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 a 20-year tenure at Apple and experience managing critical product lines. However, he lacks financial and operational expertise, so he will need a strong team including a CFO and COO.
The scenario of a "CEO on call" if something happens to Cook likely includes a temporary management committee featuring Khan, new CFO Kevan Parekh, and Cook's long-time advisor Deirdre O'Brien. In the long run, Ternus remains the most likely candidate.
