Apple succession puts low-profile CEOs back in the spotlight
John Ternus is set to take over Apple with little social media presence as more boards and executives treat online visibility as part of the top job.
By Hana Yoshida · Markets Reporter
3 min read
Apple’s next chief executive is set to inherit one of the world’s most valuable companies while keeping a minimal public profile. Fortune reported that John Ternus, Apple’s hardware chief, is expected to succeed Tim Cook on Sept. 1 and has almost no visible activity on LinkedIn.
The contrast matters because corporate leaders are under growing pressure to communicate directly with employees, investors and customers on social platforms. Fortune reported that Cook, who will become executive chairman, has no LinkedIn presence but reaches more than 15 million followers on X with product and company updates.
According to Fortune, Ternus lists only two roles on LinkedIn and has no posts visible on his feed. Apple did not respond to Fortune’s request for comment.
CEO visibility is becoming part of the job
A 2025 report from communications advisory firm H/Advisors Abernathy found that more than two-thirds of Fortune 100 CEOs have at least one social media profile, Fortune reported. The report said those CEOs post at least monthly.
LinkedIn editor-in-chief Daniel Roth told Fortune that executives increasingly see LinkedIn as the place employees actually notice messages about company direction. He said internal emails, intranet posts and long memos often draw less attention than a post in the feed.
Other CEOs have built more active online models. Fortune cited Meta CEO Mark Zuckerberg’s use of Instagram Reels for product announcements and Elon Musk’s heavy posting on X, including the 2018 Tesla “funding secured” tweet that led to an SEC case, a settlement, his loss of the Tesla chairmanship and a $20 million fine.
Some executives use a more controlled approach. Fortune listed Microsoft’s Satya Nadella, General Motors’ Mary Barra and TIAA’s Thasunda Brown Duckett among leaders who use LinkedIn for polished updates, employee recognition and public appearances.
Boards and advisers are paying attention
Boston Consulting Group has advised future CEO candidates to build social media visibility and show they can represent a company years before seeking the top role, according to Fortune. Weber Shandwick research cited by Fortune found that 81% of executives view a visible CEO profile as essential to corporate reputation, while more than half say it helps attract and keep talent.
Ryan Barretto, CEO of Sprout Social, told Fortune that executives face growing pressure to be active on social media. Sprout Social research with The Harris Poll in 2023 found that 90% of business executives expected social media to become the main channel for connecting with customers, Fortune reported.
Some prominent leaders still resist. Fortune reported that Warren Buffett has posted only seven times on X since 2013, while his successor at Berkshire Hathaway, Greg Abel, has no public social media presence. JPMorgan Chase CEO Jamie Dimon has criticized social media, though Fortune noted that his LinkedIn account has more than 1.7 million followers and regularly shares clips and excerpts.
Fortune also pointed to Blackstone CEO Jonathan Gray as an example of the newer executive style, citing his nearly 50 LinkedIn running videos over the past year. Gray told Fortune the videos have become a way to connect with clients and start conversations.
For Apple, Ternus’s quiet profile may be less of a handicap because the company’s brand already commands global attention. For many other executives, the reporting suggests boards, employees and communications advisers increasingly treat social media fluency as part of the CEO role.
This story draws on original reporting from Fortune.