It has become clear that former CEO Tim Cook is not expected to appear in the announcement video at Apple’s new product launch event “Surprise and shine.” to be held from 2:00 a.m. on September 10, 2026 (September 9, 10:00 a.m. local time).
According to Bloomberg’s Mark Garman, Cook will attend the screening of the event, but will not appear in the presentation video itself.
New CEO Tarnas’ strategy to impress with a “new face”
Apple is changing its chief executive officer (CEO) as of September 1, 2026, with Tim Cook retiring as CEO and becoming executive chairman of the board, and John Tarnas as the new CEO.
This fall event will be the first major announcement event for Mr. Ternas as the new CEO. Mr. Garman points out, “Apple is carefully moving forward with a leadership transition in order to impress Mr. Tarnus as the “new face” of the folding iPhone and future new products.If Mr. Cook appears in the video here, it will dilute the feeling of being the leading role.”This suggests a strategic intention to clarify the transition to a new system.
Is it a continuation of Cook’s style of “Good Morning!” or a new style?
Tim Cook, who took over as CEO from Steve Jobs, has established the style of calling out “Good Morning!” at the beginning of presentations as his trademark.
Will new CEO John Tarnus, who will take over the baton in the age of video events, continue Cook’s style of “Good Morning!” as a sign of respect, or will he bring out the unique flavor of the “Tarnus era” with a completely new greeting? This is likely to be a historic event that attracts attention not only for the announcement of new products, but also for the “first words” of the presentation.
Source: MacRumors
Source: iPhone Mania
