Apple is set to hold its “Surprise and Shine” event on September 9, and multiple outlets citing Bloomberg’s Mark Gurman report that Tim Cook will not appear in the event’s promotional video. Gurman says Cook is expected to attend the event screening from the VIP section, but he will not be featured on camera in the video portion of the event.
The reports connect the decision to Apple’s leadership transition. Apple names John Ternus as CEO as of September 1, with Cook moving to the role of executive chairman. MacRumors and NDTV both attribute the choice not to include Cook in the video to Apple’s effort to position Ternus as the public face for upcoming products, including the foldable iPhone referenced in Gurman’s reporting. NDTV also adds that Cook receives compensation details in the form of a base salary and stock units, while MacRumors focuses on the presentation strategy.