Apple's CEO handoff just walked a Ted Lasso red carpet. Outgoing chief Tim Cook and incoming chief John Ternus showed up at the Season 4 premiere at the Academy Museum of Motion Pictures in Los Angeles on July 27, 2026, matching navy suits, open white shirts, and Believe pins.
For Cook, it was the last Apple TV premiere as CEO. For Ternus, who takes over on September 1, it was the first big Apple TV carpet since the succession plan went public. Season 4 itself still launches on Apple TV on Wednesday, August 5.
What Cook said about leaving, and about Lasso
Cook used the carpet to sound grateful and surprisingly unsentimental about the calendar.
I feel so much gratitude to have been the CEO of Apple for 15 years and to work with all of the people that I get to work with, it's a privilege of a lifetime.
He also framed Apple TV's seventh year as a stride year, pointing to the company's Emmy haul and the return of Richmond's favorite coach.
We've been at it for seven years, and it feels like every year is better than the year before. Now we've really hit our stride.
Asked whether he helped drag Ted Lasso back after the original three-season arc, Cook refused the victory lap.
You don't have to thank me for it, but I was praying for it, and I'm so excited that it's back, and so excited to be a part of it. This show means so much to so many people around the world.
He also skipped any early screener flex. Cook said he was saving the opening episodes for the premiere screening with everyone else in the Academy Museum theater, sitting with Ternus and Apple TV video chiefs Zack Van Amburg and Jamie Erlicht.
Vision Pro remains part of the ritual. Cook said he plans to watch Season 4 on Vision Pro again, including lying down.
Ternus on Apple TV momentum
Ternus kept the entertainment answer simple: protect the streak, keep signing storytellers.
I am just so excited about the momentum we have. There's so much great content on Apple TV, and now is just the perfect time for us to keep the momentum up, keep bringing in incredible storytellers and creative folks to keep making it better.
On the CEO transition itself, both men sold continuity. Cook called Ternus "the perfect person for this role." Ternus pointed to 25 years inside Apple and called the opportunity "beyond words." Asked what he will do first on September 1, Ternus would not preview a stunt.
