雷科技
On his very first day officially taking over as Apple’s CEO, John Ternus joined Weibo.
His first post was brief, consisting of just one short line: “Hello”.
Image source: Weibo
September 1 marked John Ternus’s official takeover as Apple CEO. Hardly had the internal handover wrapped up when he launched a domestic social‑media account.
His intention is clear: he is targeting the Chinese market.
Apple’s autumn launch event is scheduled for September 9, just one week away. It will be his first major public appearance since taking office.
By building his presence on Weibo in advance, he is not only greeting Chinese users but also laying groundwork to hype the upcoming keynote.
The account is still new with limited posts, yet it has already drawn surging attention.
In this context, Cook’s official farewell the previous day deserves a mention.
August 31 was Tim Cook’s final day serving as Apple CEO. He posted on Weibo that day and circulated an internal farewell memo to all staff.
Image source: Weibo
Cook made it clear that he will not leave Apple. He is only stepping down as CEO and will become Executive Chairman of the Board.
All told, Cook took over from Steve Jobs as Apple’s CEO in 2011 and led the company for a full 15‑year tenure.
During those 15 years, Apple launched brand‑new product categories including the Apple Watch and AirPods. Its business portfolio covering the iPhone, iPad and Mac kept expanding. The company saw massive market‑value growth and built out a large‑scale services‑business ecosystem.
Cook spoke highly of his successor John Ternus. He noted that Ternus has spent 25 years working deep within Apple’s hardware division, taking part in iterations of core product lines such as the iPhone, Mac and AirPods from start to finish. With a thorough grasp of Apple’s entire R&D system, he is the right person to take the reins.
Image source: Weibo
From the perspective of Xiaolei Bibi (ID: xiaoleibbb), launching a Weibo account immediately after taking the helm is far more than just a simple greeting.
First and foremost, it underscores that the Chinese market remains highly significant.
By joining Weibo right upon assuming office, the new CEO sends a clear signal: Apple aims to engage Chinese users more directly and pay greater attention to voices from the Chinese market.
Secondly, the move also builds momentum for its upcoming AI strategy.
According to available information, artificial intelligence has been set as the top priority for Apple’s new leadership team. AI‑powered features are expected to take center stage at the forthcoming autumn launch event. Ternus’s Weibo debut serves as advance hype for future AI products and capabilities.
Last but not least, this represents a textbook‑style smooth leadership transition.
Ternus is no external recruit; he is a 25‑year Apple veteran well‑versed in the company’s full‑fledged systems and corporate culture. This means Apple will not undergo drastic shifts in its overall strategic direction. Fundamentals laid down under Cook, including supply‑chain networks and the services ecosystem, will remain stable.
Where changes will emerge is the heightened focus on artificial intelligence. Apple will seek to consolidate its existing foundations while forging ahead into this new frontier.
As soon as the news broke, the Weibo comment section lit up, with netizens holding mixed views.
Some users believe the new CEO’s proactive Weibo greeting demonstrates Apple’s growing emphasis on domestic consumers, and they look forward to AI features tailored for Chinese users.
Many others remain cautious, arguing that a single greeting post promises little tangible change, and real progress will hinge on how compelling the new products turn out to be.
Some netizens also spotted the account’s blurry, mosaic‑like profile picture at launch. The operator quickly replaced it, and many joked it was the new team’s first little mishap for Chinese audiences.
All in all, the CEO handover is only the starting point; the real test lies in its products.
Image source: Weibo
The September 9 launch event is fast approaching, marking John Ternus’s first public appearance as CEO. Whether he can deliver results that satisfy consumers will serve as the best measure of his capabilities.
Lastly, Xiaolei would like to ask: what do you think about Ternus opening a Weibo account? Feel free to share your views in the comments section.
From September 4–8, IFA 2026—the world’s largest consumer electronics and home appliance trade show—will be held in Berlin.
As the “most authoritative new media outlet covering IFA” globally—recognized for its comprehensive AI-focused reporting—LeiTech is deploying its largest and highest-caliber reporting team to Berlin this year. Adopting a “2+N” model (two live hosts + multiple on-site editors + multiple backend editors), LeiTech will deliver immersive, multi-dimensional, and exclusive frontline coverage of IFA 2026—highlighting key themes including AI Agents integrated into home appliances and hardware, robotics technologies converging with home environments, emerging trends in human-vehicle-home digital lifestyles, and how Chinese brands are showcasing their innovations on the global stage.
LeiTech’s IFA 2026 reporting team members have already begun departing for Berlin—stay tuned for our live updates!
