Tim Cook Not Expected to Appear in Apple's September 9 Event Video [Gurman]

Tim Cook is not expected to appear in the video presentation for Apple's September 9 product launch, leaving new CEO John Ternus to lead the company's first major event since the leadership handover.



Mark Gurman says in his latest Power On newsletter that Cook is expected to attend the screening in the VIP section. His attendance would therefore be separate from a role in the prerecorded presentation.


Gurman describes the arrangement as consistent with Apple's effort to make Ternus the face of its first foldable iPhone and the products that follow. The 'Surprise and Shine' event is expected to introduce the foldable device alongside the iPhone 18 Pro, iPhone 18 Pro Max, and updated Apple Watches.

Ternus took over as CEO on September 1, giving him just over a week in the role before the launch. In his first company-wide memo, he told employees the upcoming event would be "phenomenal" and expressed enthusiasm for both products already in development and those the team had yet to imagine.

Cook remains executive chairman after 15 years as CEO. In his farewell message to employees, he said he was at peace with the decision and looked forward to seeing staff at Apple Park and around the world.

The office handover is also underway. According to the newsletter, Ternus is moving into Cook's former office in Section 7 of Apple Park, having previously worked alongside the hardware engineering team. Cook is getting a new office on campus.