How John Ternus is inheriting a vastly different Apple than Tim Cook did

Apple CEO Tim Cook is giving up the title and passing the torch to John Ternus on September 1.

Unsurprisingly, Cook is taking on the role of board executive chairman, a position in which Cook is expected to remain very active as Apple’s chief global diplomat. Retiring as CEO? Yes. But retiring into the sunset? Hardly. You can take Tim at his word when he says he can’t imagine life without Apple.

As Apple’s CEO transition shifts into the public-facing phase, I couldn’t help but revisit some of the official press material from the previous changing of the guard.

That happened under very different circumstances, of course, with Steve Jobs at the end of his life. It’s incredibly touching to revisit now. There are also echoes of Steve’s endorsement of Tim Cook in Tim’s endorsement of the next Apple CEO, John Ternus.

Reflecting on when Steve Jobs passed the Apple CEO torch to Tim Cook

Looking back, Tim Cook had a remarkable task ahead of him. He was taking over Apple, with Steve’s blessing and full endorsement, but Steve wouldn’t be around to offer guidance.

At the same time, Cook had to perform while experiencing the loss of his mentor and friend.

Today, observers measure Cook’s performance largely on company value and stock performance. He did take Apple from a $350 billion company to one worth $4 trillion over the span of nearly 15 years.

But he also started his tenure while under immense pressure to maintain an Apple that just lost its leader. And for Cook, Steve’s passing was deeply and uniquely personal.

We should especially celebrate Cook’s leadership in those early days, given the magnitude of the shift beneath his feet at the time.

There was no true transition period, only a succession plan and Steve’s endorsement

The raw humanity of Steve’s letter to the Apple Board and Apple Community, announcing his resignation, is loaded with emotion. Apple shared the note on August 24, 2011:

Letter from Steve Jobs

To the Apple Board of Directors and the Apple Community:

I have always said if there ever came a day when I could no longer meet my duties and expectations as Apple’s CEO, I would be the first to let you know. Unfortunately, that day has come.

I hereby resign as CEO of Apple. I would like to serve, if the Board sees fit, as Chairman of the Board, director and Apple employee.

As far as my successor goes, I strongly recommend that we execute our succession plan and name Tim Cook as CEO of Apple.

I believe Apple’s brightest and most innovative days are ahead of it. And I look forward to watching and contributing to its success in a new role.

I have made some of the best friends of my life at Apple, and I thank you all for the many years of being able to work alongside you.

Steve

It’s a heartbreaking letter to read, even almost 15 years later. Still, it stands out to me that Steve addressed not just the board, but the community. I’d like to think this detail inspired Cook’s own Community Letter from Tim on Monday.

Apple’s board, of course, honored Steve’s wishes and followed Apple’s succession plan. Apple issued a press release the same day as the Apple statement with Steve’s letter:

Steve Jobs Resigns as CEO of Apple

Tim Cook Named CEO and Jobs Elected Chairman of the Board 

Apple’s Board of Directors today announced that Steve Jobs has resigned as Chief Executive Officer, and the Board has named Tim Cook, previously Apple’s Chief Operating Officer, as the company’s new CEO. Jobs has been elected Chairman of the Board and Cook will join the Board, effective immediately.

“Steve’s extraordinary vision and leadership saved Apple and guided it to its position as the world’s most innovative and valuable technology company,” said Art Levinson, Chairman of Genentech, on behalf of Apple’s Board. “Steve has made countless contributions to Apple’s success, and he has attracted and inspired Apple’s immensely creative employees and world class executive team. In his new role as Chairman of the Board, Steve will continue to serve Apple with his unique insights, creativity and inspiration.”

“The Board has complete confidence that Tim is the right person to be our next CEO,” added Levinson. “Tim’s 13 years of service to Apple have been marked by outstanding performance, and he has demonstrated remarkable talent and sound judgment in everything he does.”

Jobs submitted his resignation to the Board today and strongly recommended that the Board implement its succession plan and name Tim Cook as CEO.

As COO, Cook was previously responsible for all of the company’s worldwide sales and operations, including end-to-end management of Apple’s supply chain, sales activities, and service and support in all markets and countries. He also headed Apple’s Macintosh division and played a key role in the continued development of strategic reseller and supplier relationships, ensuring flexibility in response to an increasingly demanding marketplace.

Attached at the bottom of that press release is the boilerplate text from that era:

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices.

Tim Cook inhertired that Apple. It was a magnificent starting point for Cook, but we can’t discount the personal grief that he must have experienced at the time.

Tim Cook was almost immediately without his mentor

Cook was CEO of Apple for 42 days before Steve Jobs died.

From the Apple Media Advisory on October 5, 2011:

Apple CEO Tim Cook today sent the following email to all Apple employees:

Team,

I have some very sad news to share with all of you. Steve passed away earlier today. 

Apple has lost a visionary and creative genius, and the world has lost an amazing human being. Those of us who have been fortunate enough to know and work with Steve have lost a dear friend and an inspiring mentor. Steve leaves behind a company that only he could have built, and his spirit will forever be the foundation of Apple.

We are planning a celebration of Steve’s extraordinary life for Apple employees that will take place soon. If you would like to share your thoughts, memories and condolences in the interim, you can simply email rememberingsteve@apple.com.

No words can adequately express our sadness at Steve’s death or our gratitude for the opportunity to work with him. We will honor his memory by dedicating ourselves to continuing the work he loved so much.

Tim

Separately, Apple’s Board of Directors released a statement:

We are deeply saddened to announce that Steve Jobs passed away today.

Steve’s brilliance, passion and energy were the source of countless innovations that enrich and improve all of our lives. The world is immeasurably better because of Steve.

His greatest love was for his wife, Laurene, and his family. Our hearts go out to them and to all who were touched by his extraordinary gifts.

A celebration of Steve Jobs’ life was held at Apple’s 1 Infinite Loop campus on October 19, 2011.

Apple released this photo of Tim Cook addressing the company, with a poster of Steve Jobs and the Macintosh hung from HQ, following the event.