While Tim Cook will attend Apple’s “Surprise and Shine” event screening this Wednesday, he will not make an appearance in the event video itself, Bloomberg‘s Mark Gurman’s sources tell him. Cook retired as Apple CEO on September 1, although he is hanging around to become executive chairman of the company. Former Apple hardware engineering chief John Ternus officially took over the top spot at the company on September 1.
Gurman’s comments came in the latest edition of his Power On newsletter.
Q: Will Tim Cook be in the Apple event video?
A: Everything I’ve heard indicates that Cook will be in attendance in the VIP section for the Apple event screening next Wednesday, but that he will not be in the event video itself. It makes sense: Apple has carefully orchestrated this transition to make Ternus the face of the foldable iPhone and all the new products to come. Putting Cook in the presentation would just undermine that. So, no, Cook will not be in the video. When it comes to product introductions, it’s the John Ternus era.
Cook served as Apple’s CEO for 15 years. Apple said Cook “will assist with certain aspects of the company, including engaging with policymakers around the world.”
