Cook's retirement doesn't mean he's out of the game; Apple's new CEO faces his biggest test yet: how to steer the AI transformation under the watchful eye of the "old boss"?

Apple has completed a meticulously designed power transition, but the coexistence of the old and new leaders presents a unique challenge for the new CEO, Tenus: how to truly establish his own leadership under Cook's continued influence and lead Apple through its AI transformation.

On September 1st, Tim Cook officially stepped down as Apple CEO, with Kenneth Tenus, head of the hardware business, taking over. However, Cook did not completely retire but instead became executive chairman, continuing to be involved in company affairs, including communicating with global policymakers. This means that while Tenus begins his CEO career, he still has a former leader with profound influence on Apple standing behind him.

This handover comes at a critical juncture for Apple's transformation. Apple Intelligence continues to advance, the next-generation Siri is about to be launched, and the company also faces supply chain pressures such as tightening memory chip supply and the advancement of its self-developed chips. The market expects that Tenus, with his strong hardware background, can drive more innovative product forms and open up new growth opportunities for Apple in the AI era.

Cook stays on: a stabilizer, and also a "mentor in office".

Cook's move to executive chairman is not a symbolic arrangement. Anshel Sag, chief analyst at Moor Insights and Strategy, told MarketWatch that Cook will likely continue to be responsible for some external affairs, including maintaining Apple's relationship with the Trump administration and handling administrative matters not directly involving the product teams.

Over the past decade, Cook has maintained a delicate yet important relationship with the Trump administration, which has earned Apple key tariff exemptions and a commitment to expand investment in U.S. manufacturing. For Apple, these accumulated political and policy resources will not be immediately transferred with a change in CEO.

“Cook won’t just disappear.” Sag believes that Cook’s continued tenure is more like providing Tenus with “on-the-job training.” Previously, Tenus rarely faced high-level political figures such as heads of state, and this kind of experience takes time to accumulate.

Therefore, Cook's presence not only provided stability for Apple during the transition period, but also allowed Tenus to gradually take over the external relationships and complex affairs required of a CEO, with the support of his predecessor.

51-year-old Tenus: Can a product-oriented CEO bring about a "new Apple"?

At 51, Tenus is still considered young among CEOs. Korn Ferry data shows that he is about 10 years younger than the average age of CEOs.

Compared to Cook, who is more adept at supply chain, operations, and capital allocation, Tenus's biggest strength lies in products and hardware. This precisely corresponds to Apple's most pressing market expectation: in the wave of AI, it's not just about cram AI features into existing devices, but about finding new hardware forms that can truly transform the user experience.

“A new face as CEO who focuses more on product development is a perfect fit for Apple’s needs at a time when people are expecting new forms of devices to meet AI requirements,” Sag said.

However, Tenus's strengths also come with a lack of experience. Compared to Cook, his experience in areas such as geopolitics, government relations, and board management remains limited.

Apple has actually been paving the way for this transition. In March of this year, Tenus hosted the launch of the MacBook Neo and appeared in Apple's two most recent earnings calls, gradually moving from a behind-the-scenes hardware leader to a new public face in the company.

The biggest test: Will Cook's "guidance" become a constraint?

From a corporate governance perspective, Apple's arrangement is not uncommon; the real challenge lies in defining the boundary between "guidance" and "intervention."

Workplace performance expert Henna Pryor points out that one of the most common mistakes companies make is giving new leaders positions without truly empowering them with decision-making authority. An ideal transition requires clearly defining which decisions the new CEO will make from day one, and which responsibilities will be gradually transferred during the transition period.

Morningstar's chief equity market strategist, Michael Field, believes that for a company long driven by a single leader's vision, a CEO change is inherently a risk. Cook's continued tenure mitigates the transition shock, but if Tenus fails to truly relinquish control, it could undermine the transformative impact of the change.

“If you replace someone but don’t give them complete autonomy, you really won’t get that kind of growth,” Field said.

New York University psychology professor Tessa West cautions that new leaders should avoid over-interpreting their predecessors' behavior, maintain direct communication, and focus on concrete decisions and actions.

For Apple, the real test lies in whether Tenus can leverage the experience and resources left by Cook, while gradually shedding his shadow and establishing his own leadership.

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