Apple Inc. is undergoing one of its most significant executive reshuffles in recent years as Chief Operating Officer (COO) Jeff Williams prepares to retire at the end of 2025. Williams, who transitioned his operations responsibilities earlier this year to the new COO, Sabih Khan, leaves behind a legacy that includes being instrumental in the launch and success of the Apple Watch and overseeing global supply chain efficiency.
The subsequent internal reorganization sees major shifts in control over critical product areas, underscoring Apple’s strategic focus on the next generation of growth: Services, Health, and Artificial Intelligence (AI).
In a major move, Eddy Cue, Apple’s Senior Vice President of Services, will now oversee the company’s entire Health and Fitness operations. This consolidation merges the previously separate Health (led by Sumbul Desai) and Fitness (led by Jay Blahnik) teams under one organizational roof, with Cue providing direct supervision.
This strategic alignment comes ahead of Apple’s anticipated launch of Health+, an AI-powered subscription service expected in 2026. By placing these wellness initiatives directly under the profitable Services division, Apple signals its intent to transform health and fitness from product features into a substantial, unified revenue stream offering personalized guidance on exercise, nutrition, and sleep.
The leadership structure for the Apple Watch, a product long championed by Williams, has also been divided and expanded among key executives:
- Craig Federighi, SVP of Software Engineering, is adding watchOS (the Apple Watch operating system) to his existing portfolio, which includes Siri and visionOS. This is his second major expansion of responsibilities this year.
- John Ternus, SVP of Hardware Engineering, gains full and sole authority over Apple Watch hardware engineering. Ternus, at 50, is increasingly being highlighted as a strong internal candidate to potentially succeed CEO Tim Cook.
Additionally, the company’s revered design team, which Williams had been overseeing, will transition to reporting directly to CEO Tim Cook after Williams’ eventual retirement, further highlighting the executive shift. The leadership changes signal a new phase for the tech giant, prioritizing organizational alignment for its future product roadmap.
Key Highlights:
- COO Retirement: Apple is executing a major executive reorganization following the planned retirement of longtime Chief Operating Officer (COO) Jeff Williams at the end of 2025.
- Health & Services Consolidation: Services Chief Eddy Cue is taking direct oversight of all Health and Fitness teams, a move that precedes the launch of the AI-powered Health+ subscription service in 2026, positioning wellness as a major revenue driver.
- Expanded Executive Roles: Key leaders are absorbing Williams’ former duties: Craig Federighi now oversees watchOS software, and Hardware Chief John Ternus gains full control of Apple Watch hardware engineering.
- CEO Succession and Design: The reshuffle further positions John Ternus as a potential successor to CEO Tim Cook, while the design team will begin reporting directly to Tim Cook after Williams’ retirement later this year.