Apple’s next CEO, John Ternus, will take over on September 1, leading the $4 trillion tech giant. Despite his new role, Ternus has an almost blank LinkedIn profile with no posts or visible activity, making him an outlier among Fortune 100 CEOs who typically maintain active social media presences, according to fortune.com.
Ternus, Apple’s hardware chief and a longtime company veteran, was announced as Tim Cook’s successor in April. Unlike Cook, who has no LinkedIn presence but maintains over 15 million followers on X, Ternus has chosen to keep a minimal digital footprint. His LinkedIn profile lists only two roles and lacks any personal branding or content, which contrasts with the trend of executives cultivating online profiles.
This move stands out as over two-thirds of Fortune 100 CEOs have at least one social media profile and post regularly, per a 2025 report by communications advisory firm H/Advisors Abernathy. Apple’s choice highlights a different approach to executive visibility, especially at a time when personal branding is often emphasized for corporate leaders in Silicon Valley and beyond.
Tim Cook will become Apple’s executive chairman while continuing to engage with millions of followers on X. John Ternus officially assumes the CEO role on September 1, marking a leadership transition at one of the world’s most valuable technology companies.