Rumor

Tim Cook Won't Appear in Apple's September 9 Event Video

MacRumors • Mon, 07 Sep 2026

Tim Cook will attend the screening for Apple's " Surprise and Shine " event this Wednesday, but he will not feature in the event video itself, according to sources cited by Bloomberg 's Mark Gurman. Cook stepped down as Apple CEO on September 1 to become executive chairman of the company, paving the way for John Ternus to take over the top job. In his latest Power On newsletter , Gurman said that 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." Tags: Mark Gurman , Tim Cook This article, " Tim Cook Won't Appear in Apple's September 9 Event Video " first appeared on MacRumors.com Discuss this article in our forums

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Tim Cook will attend the screening for Apple's " Surprise and Shine " event this Wednesday, but he will not feature in the event video itself, according to sources cited by Bloomberg 's Mark Gurman.

Cook stepped down as Apple CEO on September 1 to become executive chairman of the company, paving the way for John Ternus to take over the top job.

In his latest Power On newsletter , Gurman said that Apple has "carefully orchestrated this transition to make Ternus the face of the foldable iPhone and all the new products to come.

Why it matters

This page keeps Apple rumors separate from official updates, so readers can follow early reports without confusing them with confirmed announcements.

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https://www.macrumors.com/2026/09/07/tim-cook-wont-appear-apple-sept-9-event-video/

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