# John Ternus Becomes Apple's New CEO Leadership transition at Apple and last-minute iPhone event rumors - **Source:** [9to5Mac](https://brifing.si/source/59447403-ce5b-427c-8132-8614f549929a) - **Published:** 2026-09-03 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/39ae1a8d-0b52-4436-868c-89bec8486c8e ## John Ternus Takes Over as Apple CEO John Ternus has officially assumed the role of Apple's CEO, succeeding Tim Cook. Ternus, who has been a key figure in Apple's hardware engineering division for years, represents continuity in the company's leadership strategy. During his first week, it was announced that Cook would remain involved as an advisor on specific projects. This transition marks a new chapter for Apple while maintaining stability in its executive team. ## Tim Cook's Continued Involvement Despite stepping down as CEO, Tim Cook will maintain an active role at Apple. He will serve as an advisor, particularly on strategic partnerships and special projects. This transition plan reflects Apple's commitment to maintaining stability. During Cook's decade-long tenure as CEO, Apple's market value saw significant growth, making this leadership handoff particularly noteworthy in the tech industry. ## Latest iPhone Event Rumors As Apple's upcoming event approaches, last-minute rumors about the iPhone 18 Pro are intensifying. Significant health tracking advancements are expected to be showcased. The Apple Watch Series 12 is rumored to feature new health sensors and enhanced sleep analysis capabilities. The event is also anticipated to introduce iOS 18's AI-focused features, marking another step in Apple's artificial intelligence strategy. ## Apple TV+ Subscription Price Increase Apple has raised the subscription price for its TV+ service for the second time in two years. The company cited rising content production costs as the primary reason for the increase. This pricing adjustment aims to fund necessary investments to remain competitive with other streaming platforms. Despite the hike, subscribers were assured of significant original content coming in the next season. ## iPhone Air User Experiences Ahead of the iPhone 18 Pro launch, users shared their one-year experiences with the iPhone Air. Feedback has been generally positive regarding the device's lightweight design and battery life. Many praised its consistent performance in daily use, though some professional users found the camera system inadequate for advanced photography. These real-world experiences provide valuable insights ahead of Apple's next product release. ## Apple's Hardware Strategy Under New Leadership With John Ternus as CEO, changes in Apple's hardware strategy are anticipated. Ternus's engineering background may bring fresh perspectives to product development processes. Innovations in AI integration and energy efficiency are particularly expected. Analysts suggest this leadership change could influence upcoming products like Apple's AR glasses, potentially accelerating their development timeline. ## Apple's Services Revenue Growth The Apple TV+ price increase is part of the company's broader strategy to grow its services segment. Services revenue recently hit a record high, surpassing $23 billion in the last quarter. Experts emphasize the increasing importance of subscription-based revenue models for Apple. The company aims for services to account for 25% of total revenue by 2025, marking a significant shift in its business model. ## Apple's Future Vision The leadership transition and new product launches form part of Apple's strategy to strengthen its position in the tech industry. Under John Ternus's leadership, the company is expected to focus more on artificial intelligence and health technologies. This transition period presents a critical opportunity for Apple to expand its innovative product portfolio. Both consumers and investors are closely watching how the company will perform in this new era of leadership. ## Sources covering this story - https://9to5mac.com/2026/09/03/happy-hour-606/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._