# John Ternus Excites Apple Team with First CEO Memo New CEO hints at groundbreaking products and a major launch. - **Source:** [The Verge](https://www.theverge.com) - **Published:** 2026-09-01 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/bf85680e-f533-4331-9fa6-2bd93e2fc185 ## Introduction to Ternus's Leadership John Ternus, Apple's new CEO, sent his first company-wide memo on his inaugural day. He expressed gratitude for the warm welcome and thanked his predecessor, Tim Cook, for his leadership and contributions. Ternus emphasized Cook's values and humanity, which have left a lasting impact on Apple. ## Upcoming Major Launch Ternus teased a significant product launch scheduled for next week, describing it as 'phenomenal.' This event, set for September 9th, is expected to unveil new iPhone models, including the highly anticipated foldable iPhone Ultra and iPhone 18 Pro. ## Acknowledgement of Team Efforts In his memo, Ternus acknowledged the hard work and dedication of Apple employees in making the upcoming launch possible. He expressed his excitement and gratitude for their contributions, highlighting the collaborative spirit that drives Apple's innovation. ## Future Innovations Beyond the immediate launch, Ternus hinted at 'incredible products already in the works' and those yet to be imagined. This suggests Apple's commitment to pushing technological boundaries, with potential advancements in areas like camera-equipped AirPods, home robots, and OLED displays. ## Transition and Continuity Ternus praised Tim Cook for his seamless transition support and for sharing his extensive knowledge and experience. Cook will continue to influence Apple's direction as the executive chairman, ensuring continuity in leadership and vision. ## Vision for Apple's Future Ternus expressed his honor in leading 'the greatest company in the world' and his excitement for Apple's future endeavors. He emphasized the importance of dreaming and creating together, fostering a culture of innovation and teamwork. ## Employee Engagement The memo concluded with Ternus thanking employees for their excellent work and expressing his eagerness to build the future with them. He reinforced the idea that Apple's success is a collective effort, driven by its talented and dedicated team. ## Strategic Implications Ternus's memo not only sets the tone for his leadership but also strategically positions Apple for continued innovation and market leadership. By acknowledging past successes and hinting at future breakthroughs, he aims to inspire confidence and excitement among employees and stakeholders alike. ## Sources covering this story - [The Verge — Apple'ın yeni CEO'su Ternus'tan heyecanlandıran ilk mesaj](https://www.theverge.com/tech/987583/apple-john-ternus-staff-memo) - [9to5Mac — Apple'ın Yeni CEO'su John Ternus'tan Çalışanlara İlk Mesaj](https://9to5mac.com/2026/09/01/read-new-apple-ceo-john-ternuss-full-memo-to-employees/) --- _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._