Tim Cook Explains Why He Stepped Down on the Eve of the iPhone Duo Debut
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Tim Cook sat down for an interview with The Independent‘s David Phelan this week, during which the former CEO and new executive chairman explained why he handed over the reins to John Ternus just before the debut of the iPhone Duo.
The interview took place at Apple’s UK headquarters in Battersea Power Station, where John Ternus taking over as CEO was one of several topics discussed. Phelan reports that Cook was his usual self — relaxed, enthusiastic, and perfectly focused.
Former Apple hardware engineering chief Ternus succeeded Cook as Apple’s CEO on September 1. Cook said the change was not a spur-of-the-moment thing; laying the groundwork for the transition “started years ago.”
“It’s been an interesting transition,” said Cook. “We really set out to have the best transition ever, a textbook example that people could look back to and learn from. It actually started years ago. Obviously, these things are not quick things and I feel so great about how things are going. I think everything has gone sort of exactly the way I had envisioned it. And it feels fantastic. Because Apple deserved the best.”
Cook said that the reason he stepped down on September 1, a mere eight days before Ternus unveiled the iPhone Duo, was to give Ternus some immediate momentum. While some CEOs would wait until they were able to helm “just one more thing” before stepping down from the throne, Cook said he just couldn’t do that, as he wanted Ternus to have a boost right out of the gate in his new position.
“I wanted John to have some wind at his back,” said Cook. “And the wind at Apple is very much based on the product cycle. This product cycle feels unbelievably great. The Duo is coming in a few weeks and it’s amazing.”
When Cook took over the unenviable position as Steve Jobs’ successor in 2011, the legendary Apple co-founder gave him some solid advice: not to make a decision simply because it is what Jobs would have done. Cook says he tried to provide Ternus with similar advice.
“The advice I’ve given him is, make it your own job,” said Cook. “Put your time in the things that you can add the most value to around the company. And that means don’t mimic me. Just like I didn’t mimic Steve. We all have different strengths.”
Cook also said that in his new role as the executive chairman of Apple’s board of directors, he is “not meddling” with Apple’s new CEO John Ternus.
“First of all, John and I have an incredible level of trust in each other,” said Cook. “The relationship must be based on trust, and the communication must be frequent and significant. But other than that, what I’m focused on right now is worldwide policy. And the interface with governments around the world matters because there are lots of things where we’re trying to advance or advocate for change. There’s a significant amount of work in that, and I’m doing that and helping John in any way he sees fit. I’m not meddling. I’m not a meddler.”
The interview comes on the heels of Apple’s announcement of its partnership with King Charles III’s “The King’s Trust” for an “immersive new education program to help young people build careers in the creative industries.” The King’s Trust celebrates its 50th anniversary this year.
Cook commented on the program in his interview with Phelan, saying, “It’s a way for us to give back in a way that is uniquely Apple.”
“There are a lot of ways to do philanthropic activities,” continued Cook, “but I think you want to do ones where you can give part of yourself… not just your resource, but part of yourself, and we have such great creative people in the company that can be incredible mentors to these folks.”
Since 2019, Apple has provided support, allowing The King’s Trust to expand STEAM programming to schools in every region across the country through the Achieve program. Apple provides coding education resources, encouraging young people to “work collaboratively and think strategically to develop apps that address the needs and goals of their communities.” The King’s Trust’s 12-week Team program also offers young adults access to Apple technology and learning resources.
Cook also discussed the new Apple Music Hall located in Apple’s Battersea headquarters. He described the venue as “uniquely Apple.”
“I’m not sure there’s a lot of people that could do it, and there’s certainly not a lot of people that would. Every detail has been thought through, the construction, the design, the technology behind it, spatial audio capabilities: it’s the perfect place to perform, whether you’re a top-tier artist now, or an emerging artist, one that’s just starting out. And it’s a commitment to live performance and the recognition that that is so important.”
