The future of Apple looks a lot like its past judging by how the company’s outgoing CEO Tim Cook and his successor John Ternus showed up at the Ted Lasso Season 4 premiere wearing virtually identical outfits — navy suits, white unbuttoned shirts and Believe pins on the lapel.
For Cook, this was the last Apple TV premiere as an Apple CEO, for hardware engineer Ternus, who is taking over the job on September 1, it was the first since the transition was announced.
The occasion made Cook reflective.
“I feel so much gratitude to have been the CEO of Apple for 15 years and to work with all of the people that I get to work with, it’s a privilege of a lifetime,” he told Deadline in a joint red carpet interview with Ternus, a video of which you can watch below.
As one of the most influential leaders in the tech industry, Cook has been instrumental in shaping Apple’s vision and direction. Under his leadership, Apple has expanded its product offerings and services, including the launch of Apple TV in 2019.
“We’ve been at it for seven years, and it feels like every year is better than the year before,” Cook said. “Now we’ve really hit our stride, and I couldn’t be more excited about where we’re going. We have 89 Emmy nominations, we’re so excited. I hope you’re watching Widow’s Bay, it’s a terrific show, and now tonight to bring Ted Lasso back, it’s marvelous.”
Cook announced his pending departure as CEO in April, and the timing of his exit couldn’t have been better. Two and a half months later, Apple TV set a new high of 89 Emmy nominations, including a staggering six Outstanding Drama and Outstanding Comedy noms for Pluribus, Your Friends & Neighbors, Slow Horses, Shrinking, Widow’s Bay and Margo’s Got Money Problems.
“Yes, it’s good timing,” Cook said with a laugh about the record Emmy haul punctuating his grand CEO exit.
Speaking of good timing, earlier on Monday, the Apple stock closed at a record high just as Cook is headed to his 90th and final earnings call Thursday before he segues to an executive chairman role.
Also perfectly timed was the Ted Lasso return as Cook’s last red carpet premiere. He had been a big fan of Jason Sudeikis’ feel-good sports comedy from the start, attending premieres and other events throughout its run and posting show updates on his X account.
Ted Lasso became Apple TV’s first global mega hit, and its success has been a major contributor to the growth of Apple TV. However, for a while, it looked like the hugely popular series was done after its initial three-season arc. Did Cook have anything to do with Sudeikis’ decision to bring the show back for more; do we have him to thank for it?
“You don’t have to thank me for it, but I was praying for it, and I’m so excited that it’s back, and so excited to be a part of it,” he said. “This show means so much to so many people around the world. It’s just great to have it back.”
Ternus is a Ted Lasso fan too.
“I love Ted Lasso, I am so excited to have all the characters back, to have the story back,” he said. “It’s just such an amazing story, such an amazing message of optimism and hope and believe.”
Cook did not pull CEO strings to watch Season 4 early.
“I’m saving it for tonight because I want to see it as everybody else does,” he said about the opening two episodes, which he, sitting alongside Ternus and Apple’s Heads of Worldwide Video Zack Van Amburg and Jamie Erlicht, watched together with the rest of the premiere attendees inside the big theater of the Academy Museum of Motion Pictures.
Cook had spoken out about watching Season 3 of Ted Lasso on Apple Vision Pro. Will he do it again with Season 4?
“Oh yes, of course, and watch it lying down on Vision Pro, there’s nothing quite like that,” he said.
Ternus’ Vision
As Ternus prepares to lead Apple, what ideas does he have for the company’s streaming service? Is he planning to make some changes? As a big racing fan, adding more racing, perhaps, to Apple TV’s Formula 1 coverage?
“I am just so excited about the momentum we have,” he said. “There’s so much great content on Apple TV, and now is just the perfect time for us to keep the momentum up, keep bringing in incredible storytellers and creative folks to keep making it better.”
But is Ternus looking to put his stamp on Apple TV, has he started conversations with SVP Eddy Cue who oversees it?
“I think it’s pretty amazing right now,” he said.
Ted Lasso marked Ternus’ second Apple TV red carpet premiere following the June 2025 event for F1, which also happened to be one of the last Apple movies to be released in theaters. Does he want to see more Apple films playing in theaters?
“We’re just so excited to be here today, bringing Ted Lasso back,” he said, keeping the conversation focused on the premiere.
Ternus and Cook both listed their other favorite Apple TV shows besides Ted Lasso.
“This year’s been amazing with Pluribus and Widows Bay. Right now, I’m watching Silo and Lucky,” Ternus said.
Added Cook, “I love Severance, I can’t wait for it to come back. I’m watching Widow’s Bay, as I mentioned. I love Pluribus. Silo is fantastic,” Cook said.
Cook did not parlay his memorable Severance Season 2 promo as a Lumon Industries employee into a Ted Lasso Season 4 cameo.
“I’m not an actor,” he said but admitted that filming the Severance video “was great fun.”
Smooth Transition
How is the CEO transition going between Cook and Ternus?
“It’s over the top great. John is the perfect person for this role, and the whole thing has just been great — the employee piece, the investor piece, everything — so I feel really great,” Cook said.
Added Ternus, “It’s amazing. I mean, what an incredible opportunity! It’s so exciting for me. I’ve been at Apple for 25 years, I love Apple, and to have this opportunity is beyond words.”
Said Cook, “We really wanted this transition to be the best because Apple deserves the best, and both of us are really doing that, and it feels fantastic.”
And when the transition is over, what is the first thing Ternus is going to do on September 1?
“You have to wait and see,” he said.
