Ternus, a longtime Apple executive and hardware engineering expert, became CEO on Tuesday, September 1, succeeding Cook, who led the company through a period of major growth and expansion.

During Cook’s time as CEO, Apple’s market value increased dramatically, reaching about $4.6 trillion, driven largely by the continued success of the iPhone and the expansion of the company’s products and services.

The leadership change comes at a critical moment for Apple as the technology industry undergoes rapid changes driven by artificial intelligence.

Apple has faced criticism for moving more slowly than some of its major competitors in developing and introducing artificial intelligence features.

The company has made recent efforts to strengthen its position, including upgrades to its Siri voice assistant and other AI-related features, with a focus on privacy and practical everyday use.

Ternus now faces the challenge of helping Apple compete more strongly in the rapidly developing AI sector while maintaining the company's reputation for innovation and high-quality hardware.

The new CEO has extensive experience within Apple’s hardware division. During his career at the company, he played important roles in the development of major products including the Apple Watch, AirPods and Apple Vision Pro.

His background in hardware engineering, however, means that his new role will require him to take on broader responsibilities, including dealing with artificial intelligence, global supply chains and important political and business relationships.

One of those relationships is with US President Donald Trump. Cook developed close ties with Trump during his time as CEO, particularly as Apple dealt with trade policies and tariffs affecting countries in Asia where many of the company’s products are manufactured.

Cook is not leaving Apple entirely. He will become the company’s executive chairman, a position that is expected to allow him to continue supporting Apple and helping maintain important external relationships.

Ternus is also preparing for one of his first major appearances as CEO. He is expected to lead Apple’s upcoming iPhone launch at the company’s headquarters in Cupertino, California.

The transition marks one of the most significant leadership changes at Apple since Cook succeeded co-founder Steve Jobs in 2011.

While Cook leaves behind a company that has grown into a technology giant, Ternus begins his tenure at a time when artificial intelligence is reshaping the industry and increasing pressure on major technology companies to innovate.

His leadership will be closely watched as Apple seeks to strengthen its position in AI while continuing to build on the success of the products that have made it one of the world's most influential companies.