Tim Cook to skip Sept 9 Apple event video after CEO exit

This signals a deliberate branding shift, not just an internal handover. By keeping Cook off the keynote video while he attends in person, Apple is testing how quickly the public and market associate new product launches with Ternus' leadership. The foldable iPhone becomes the first major test of whether the company's narrative can move past Cook's era without disruption. What matters is whether this staged separation accelerates or complicates investor and consumer confidence in Apple's next chapter, especially as hardware-driven growth faces scrutiny.