Tim Cook in China, succession chatter grows: what’s real now

TL;DR:

Tim Cook visited Shanghai on 13 Oct 2025 during a China trip.
Reuters says iPhone Air pre-orders in China start this week after eSIM approvals.
Ex-Apple CEO John Sculley said Cook may retire soon, calling OpenAI a real rival.
Bloomberg reporting points to John Ternus as leading internal successor.
No official retirement timeline from Apple. Treat succession headlines with care.

Apple CEO Tim Cook began a new China visit on Monday, 13 October 2025. Local outlets showed him in Shanghai, including a stop tied to Pop Mart’s LABUBU exhibition. The appearance signals continuing executive outreach in Apple’s most competitive large market. Global Times reported the visit on 13 October with photos and details from Pop Mart. Reuters reported the same day that Apple will open iPhone Air pre-orders in China later this week, after major carriers received clearance to pilot eSIM services. The Reuters story said Apple confirmed the timing in line with the operator approvals.

At the same time, a wave of succession stories returned. John Sculley, Apple’s former CEO, suggested at a New York event that Cook may be planning to retire, and framed OpenAI as Apple’s first real competitor in decades. Business Insider covered Sculley’s comments on 12 October. Bloomberg’s Mark Gurman, in his Power On newsletter on 5 October, highlighted hardware chief John Ternus as the leading internal heir if and when Apple enters a formal handover. Several outlets summarized that report for wider audiences.

Apple has not announced any change at the top. There is no official timeline. Cook turns 65 on 1 November 2025, which keeps the speculation cycle turning, but reporting remains descriptive, not definitive.

The facts vs the rumors

Confirmed this week

China trip and Shanghai appearances. Local media documented Cook’s Shanghai stop on 13 October 2025.
China sales steps. Reuters said iPhone Air pre-orders start this week in China following eSIM trial approvals for the big three carriers.

Public comments, not formal plans

Sculley on retirement and rivalry. The former CEO said Cook may be preparing to retire and called OpenAI a true rival. That is his view, not an Apple filing.
Succession depth chart. Bloomberg reporting put John Ternus in pole position internally. It did not say Cook is exiting now.

What Apple has said

Nothing new on CEO succession in October 2025. Cook has previously avoided setting an end date in public. Any actual transition would come through an Apple news release and SEC disclosures.

Why Cook’s China itinerary matters

China still drives Apple’s supply chain scale and a large share of demand for iPhone, iPad, and wearables. Cook’s trips help shore up partner ties, retail momentum, and government relationships.

This week’s Reuters note on pre-orders links directly to near-term unit flow. eSIM clearance by state carriers can make Apple’s newest models easier to activate and manage, which can lift demand. For investors and developers, that is the practical takeaway from the visit. The optics of Cook meeting creators and brands also align with Apple’s push to keep iPhone and services culturally present in China.

Succession, explained in plain terms

Big-cap CEO transitions follow a pattern: identify a credible internal leader, expand their visibility, and prepare the board for an orderly handoff. Bloomberg’s reporting suggests Apple is in the “prepare and position” phase, with Ternus, who runs hardware engineering, as the most likely internal choice.

Why Ternus comes up:

He owns the hardware roadmap, from iPhone to Mac.
He appears on stage more often and represents core product decisions.
He is younger than several other senior leaders, which gives a longer runway.

Other names still surface in commentary, including Craig Federighi, but current reporting keeps the spotlight on Ternus.

The market question is not “if,” but “how.” Apple has run extended, low-drama handovers before. Expect continuity on operations, a deep bench, and a planned transition whenever the board decides.

How the headlines could affect Apple

Short term, the China pre-order story matters more than speculation. If eSIM pilots make activation smoother, iPhone Air uptake can see a bump in China. That supports near-term revenue and services attach.

Medium term, succession coverage shapes perception. Investors often prefer internal continuity at Apple. A clear plan with Ternus or another insider would likely be seen as stabilizing. The risk is a vacuum of information that invites rumor trading.

Longer term, Sculley’s “OpenAI is a real competitor” line keeps pressure on Apple’s AI story. Apple has signaled bigger AI features next year, including a more capable Siri. Cook’s successor, whenever named, will inherit that mandate.

What to watch next

Official Apple statements. Real transitions arrive via an Apple press release and SEC filings, not conference comments.
Executive visibility. Who fronts upcoming product events and press.
China datapoints. Pre-order strength and any carrier promos tied to eSIM pilots.
AI roadmap updates. Any timing shifts for Siri upgrades or on-device AI.

Quick reader checklist

Topic	What you can rely on	What is still uncertain
Cook in China	Documented Shanghai visit on 13 Oct 2025	Full itinerary and business agenda
iPhone Air in China	Reuters says pre-orders start this week after eSIM approvals	Exact volumes and model mix
Succession	Bloomberg reporting spotlights John Ternus as leading internal option	Timing and board decision
Retirement talk	Sculley said Cook may retire soon	Apple has not announced any plan

Practical tips if you follow Apple

Track facts from filings and Apple press releases.
Treat conference remarks by former execs as views, not plans.
For product impact, watch carrier moves and regulatory steps in China.
For leadership signals, note who leads key launches over the next two quarters.

Why it matters

Apple’s CEO sets tone for product strategy, capital allocation, and partnerships. China drives both manufacturing and demand. A visit that coincides with carrier eSIM approvals and pre-order timing is concrete news. Succession stories frame the next act, but only Apple can set the clock. Read the filings, not just the chatter.

Sources: