Apple's New Structure: Ternus as CEO, Cook as Chairman

IT journalist Taro Matsumura breaks down the strategic implications of John Ternus becoming the new CEO and Tim Cook staying on as chairman.

• Cook’s 15-year tenure grew Apple’s market cap more than 10x, from $350B to $4T
• John Ternus takes the CEO role effective September 1. He joined in 2001 and has spent his entire career in hardware
• John Srouji is elevated to CHO (Chief Hardware Officer), making Apple’s hardware-first direction explicit
• Cook remains as chairman with voting control to continue managing external relationships — US-China tensions, EU regulation, and India manufacturing
• Apple’s AI standing is currently rated “zero or negative.” The Ternus strategy is to layer AI on top of hardware to target the next 10x
• Under Ternus, observers expect a return to Jobs-style presentations where the CEO goes deep on product details at Apple events

2026-04-23 · Watch on YouTube

Japanese page: Apple新体制：ターナスCEOとクックの役割分担