The new Apple CEO has just launched their social media presence on X, with the handle @johnternus. His bio is simply ‘ CEO’, and his first post simply reads ‘hello’.

Today is Ternus’s first official day in the top job, with outgoing Tim Cook moving to an Executive Chair role.

Apple’s relationship with social media, in general, is intriguing. As a company, Apple maintains the @apple account on X, but does not post content other than running sponsored ads. However, executives like former CEO Tim Cook and SVP Marketing Greg Jozwiak do have public-facing profiles.

We don’t know yet what kind of content Ternus will post on X, but we can assume it will be similar to how Cook’s account was managed. That includes posts announcing new products, and sporadic statements on various company initiatives.

We can expect the Ternus account to be very busy come next Wednesday, when Apple hosts its big fall product announcement event including the launch of new iPhones and Apple Watches.

Ternus has risen to the CEO role following a five year stint as SVP of Hardware Engineering, and a twenty-five year career at Apple in general. He is seen as a more product-oriented CEO than the outgoing operations-mastermind Cook.