Tim Cook is preparing to end one of the longest leadership eras in Apple’s recent history. After 15 years as CEO, he is set to step down from the position. Yet when asked how he would like to be remembered, Cook focused not on Apple’s valuation, products or financial achievements, but on something far more personal.
In an exclusive interview with CBS News’ Jo Ling Kent, Cook said he hoped people would remember him as “a good and decent man.” He added that hearing people describe him that way would make him feel that he had accomplished something meaningful.
The response stands out given the enormous growth Apple experienced under his leadership. However, Cook has rarely appeared concerned with defining his own legacy, saying that ultimately it is others who will determine how his tenure is viewed.
FROM STEVE JOBS’ SUCCESSOR TO APPLE’S LONGEST-SERVING CEO
Cook became Apple CEO on August 24, 2011, as Steve Jobs’ health was declining. Jobs died on October 5 that year after battling a rare form of pancreatic cancer, leaving Cook to take over one of the most closely scrutinised roles in the technology industry.
Cook had already spent years at Apple before becoming CEO. He joined the company in 1998 as senior vice president of worldwide operations and was promoted to chief operating officer in 2005.
His experience in strengthening Apple’s supply chain helped prepare him for the demands of leading the company. Over the following 15 years, Apple expanded significantly, growing beyond its traditional hardware business into services and other areas. The scale of that growth is reflected in its finances, with Apple reporting $109 billion in revenue in its latest quarter — more than the company generated during Cook’s entire first year as CEO.
Despite those numbers, Cook has consistently emphasised that leadership is about more than financial performance. One lesson he took from Jobs was not to constantly wonder what his predecessor would have done. Cook once recalled Jobs telling him, “Just do what's right.” That advice remained important to him throughout his time as CEO.
JOHN TERNUS GETS COOK’S ADVICE
With Cook preparing to leave the CEO position, Apple is moving toward its next leadership phase. John Ternus, the company’s senior vice president of hardware engineering, is scheduled to become CEO on September 1, 2026.
Cook has already offered Ternus some guidance about taking on the role.
During Apple’s second-quarter earnings call, Cook said one of the most important decisions Ternus would make was determining where to devote his time. He advised him to focus on areas where he could provide the greatest benefit to Apple and its users.
Cook also urged his successor to remain focused on Apple’s broader purpose.
“And never forget the North Star for the company. We're about making the best products in the world that really enrich other people's lives,” Cook said.
Cook will continue to remain connected to Apple after September 1. He will move into the role of executive chairman and is expected to stay involved in areas including his work as a special government liaison. He could also continue making appearances at select press events, although Apple’s keynote stages will no longer be his.
