Apple CEO Tim Cook has shared the advice he’s given to his successor John Ternus, who will take over the role in September.
Speaking during Apple’s Q2 2026 earnings call, Cook was asked what guidance he has offered Ternus as he prepares to lead the company into its next chapter.
Cook said one of the most important things for any CEO is deciding how to spend their time.
“My advice is, one of the most important decisions he’ll make is where to spend his time, and to spend it where the biggest benefit to the company and the users are,” Cook said.
He also emphasized the importance of staying focused on Apple’s core mission.
“Remember the North Star to the company, making the best products in the world that really enrich other people’s lives,” he added. “If you keep focusing on that and make your decisions around that, it will produce a great business.”
Cook suggested that by sticking to those principles, Apple will continue to innovate and grow.
“We’ll be able to build more products and do it all over again,” he said.
Ternus will officially become Apple CEO on September 1, with Cook transitioning into the role of executive chairman.
