John Ternus has officially taken the reins as Apple CEO, succeeding Tim Cook, who held the role for 15 years.

The company's former senior vice president of Hardware Engineering, Ternus enters the CEO role at a critical time for Apple. On September 9, the company will host its annual iPhone event, which is rumored to include the launch of Apple's first foldable iPhone . Apple is also expected to roll out its new-and-improved Siri AI more broadly, which marks an important opportunity for the company to position Siri as an equal to chatbots like OpenAI's ChatGPT or Anthropic's Claude.

"We have a huge launch next week that's going to be phenomenal," Ternus wrote in a memo to staff on Tuesday, according to Bloomberg. "I'm just as excited about what lies beyond that, including the incredible products already in the works and the ones we haven't even imagined yet that we'll dream up and create together."

Apple is rumored to be working on several new products, like camera-equipped AirPods , smart glasses , and a touchscreen laptop .

"I take enormous comfort in handing the helm to someone as brilliant and wonderful and capable as John," Tim Cook wrote to staff on his last day as CEO. "Few people understand what it takes to build products that change the world the way John does and I could not be more excited for his leadership."