Apple’s upcoming iPhone 18 Pro event will reportedly look different from previous launches. Former CEO Tim Cook is not expected to appear in the presentation video, allowing new chief executive John Ternus to take the spotlight.
Cook, however, is not leaving Apple. He has moved into a new role as chairman of the board and will reportedly attend the event screening at Apple Park.
Ternus Becomes Apple’s Public Face
The change comes shortly after Ternus took over as CEO. Therefore, the September event offers Apple an important opportunity to establish him as the company’s new public face.
According to the report, Cook will not appear in the prerecorded Apple Event video. His absence could help avoid confusion about who now leads the company. Moreover, the event arrives as Apple prepares to enter a new product era that includes a folding iPhone.
Cook has already marked the end of his CEO tenure several times. He addressed the transition during his final earnings call and in a staff memo. He also publicly acknowledged the change during Apple’s WWDC keynote.
Leadership Changes Reach Apple Park
Meanwhile, Apple is making practical changes behind the scenes. Cook is moving out of his former office in Section 7 of Apple Park and receiving a new workspace.
Ternus will take over the CEO office in Apple’s executive suite. Previously, he worked closer to the company’s hardware engineering teams. As a result, the office move provides another visible sign of the transfer of authority.
Still, Cook plans to remain active within Apple. He has told employees that he expects to see them at company campuses around the world.
A New Era for Apple Events
Apple’s product presentations became closely associated with Cook during his 15 years as CEO. Now, the iPhone 18 Pro event could mark a clear break with that era.
Cook’s expected absence from the video does not signal a complete departure. Instead, it reflects Apple’s effort to give Ternus room to establish his own leadership style while Cook continues contributing from the boardroom.
