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As the world eagerly awaits Apple’s next move in the field of artificial intelligence, the tech giant is facing a pivotal moment in its history—not just due to technological challenges, but because of what appears to be the biggest leadership shake-up since the death of its legendary founder, Steve Jobs.
While Tim Cook continues to lead the company with stability, signs of aging are beginning to show within Apple’s executive structure. This has raised serious questions about the company’s leadership succession and its ability to reinvent itself, according to trusted Bloomberg journalist and Apple-focused reporter Mark Gurman.
Although Tim Cook will turn 65 this November, there are no signs that he plans to step down anytime soon. In fact, Apple’s board—largely loyal to Cook—sees no urgent need for change. The man who took the helm in 2011 has increased Apple’s market value by 1,500% and expanded it into new arenas like services and subscriptions. To many, he remains a stabilizing force in uncertain times.
However, confidence in Cook doesn’t mean Apple is in top form. The company has been heavily criticized for lagging behind in the AI race, showing a decline in innovation, and eroding its once-celebrated design culture. It’s also facing growing friction with developers and regulatory bodies.
Still, there’s a growing realization within Apple’s upper ranks that something needs to change. Eddy Cue, head of services and one of Cook’s most trusted advisers, has warned—internally and even publicly—that Apple risks becoming the next BlackBerry or Nokia if it doesn’t adapt quickly.
A Succession Crisis: No Clear Heir
The announcement of COO Jeff Williams’ retirement, Cook’s closest deputy and a key contender for succession, has exposed a critical gap in Apple’s leadership pipeline. Williams is set to leave by the end of the year, with no ready successor in place.
Sabih Khan will step into the role of COO, but his experience doesn’t match Williams’, especially in areas like product design, health technologies, and the Apple Watch. His new position also doesn’t automatically make him the “heir apparent.”
In the event of an emergency, Apple would likely be run by a leadership committee including Khan, new CFO Kevan Parekh, and seasoned executive Deirdre O’Brien, who has been with the company for 35 years. In the long run, however, Bloomberg suggests that John Ternus, head of hardware, is the most likely candidate.
Ternus has been with Apple for over two decades and is about 15 years younger than Cook, giving him the potential for a longer tenure. He’s seen as a “product-centric” leader—an attribute many believe is essential for Apple’s future CEO.
Still, Ternus lacks deep financial and operational experience, meaning he would need strong support from both the CFO and COO. Some also question whether he would simply continue Cook’s legacy or usher in a bold new era.
A Major Restructuring: Teams Disbanded
Williams’ departure has triggered a wave of organizational restructuring. The Vision Pro team has been disbanded, with its members reassigned to hardware and software divisions. Similarly, Siri and robotics teams have been redistributed, reflecting a clear desire to reshape Apple’s internal structure.
According to the current roadmap:
The Moment of Truth: Does Apple Dare to Change?
Amid all these changes, Apple finds itself at a crossroads. It can either continue relying on its veteran leadership or take a bold leap toward the future. One scenario being considered is the acquisition of a leading AI company—not just to boost technical capabilities, but perhaps to bring in a new leader from outside the current ecosystem.
The company has already run trials with Perplexity and is seriously studying the potential acquisition of Mistral, particularly as Apple’s in-house AI model team continues to face setbacks. Still, such a move would be highly uncharacteristic of Apple, which has never spent more than $3 billion on a single deal.
