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Tim Cook has just wrapped up a highly publicized trip to China, underscoring Apple’s ongoing push to solidify its critical position in one of the world’s most important consumer markets. The signature moment came on October 13, 2025, when Cook attended the opening of The Monsters 10th Anniversary Exhibition in Shanghai, a headline fashion week art show featuring the beloved Labubu character from Pop Mart lore. Cook received a custom-made Labubu doll in his likeness—glasses, silver-stitched ears, blue denim, even an iPhone 17 in Cosmic Orange—as a nod to both his personal stature and Apple’s status in China. Kasing Lung, Labubu’s artist, stressed that this was truly a one-of-a-kind collectible.

That night, Cook made waves by stepping into the Douyin, that’s the Chinese TikTok, livestream sales arena for the first time ever. There, in front of a massive online audience, he announced that the much-hyped iPhone Air would go up for preorders in China on October 17 with sales officially starting October 22. This is Apple’s most advanced, thinnest iPhone yet at just 5.6 millimeters and, crucially, the first mainstream Apple device with eSIM-only support in China—unlocked thanks to new regulatory approvals for China’s largest telecoms. The move blends product hype, direct interaction with Chinese fans, and a not-so-subtle push to own the eSIM narrative ahead of any local rivals.

Cook’s visit also included meeting top Chinese business and creative leaders and was widely covered on Chinese social media, with tens of thousands flooding the iPhone Air’s presale lists and the Apple Douyin store now boasting over 3.2 million followers. Cook posted on Weibo, China’s Twitter equivalent, to reiterate Apple’s commitment to Chinese consumers. On top of these consumer-facing moves, he announced a new Apple donation to Tsinghua University, focused on sustainable innovation and student development.

Back in Cupertino, talk of Cook’s succession reached a fever pitch. Reports from Bloomberg’s Mark Gurman and statements by former Apple CEO John Sculley have further fueled speculation that Tim Cook’s retirement is not just on the horizon—it may be tapped for the next 12 to 24 months. All eyes are now on John Ternus, Apple’s hardware chief, who has rapidly climbed the ranks and stepped into significant public appearances that used to be Cook’s specialty, from launching products to greeting crowds at Apple stores. Sculley—never shy with Apple opinions—even quipped at a recent NYC conference that whoever follows Cook must lead Apple into the “agentic era” of AI, openly criticizing Apple’s recent pace on artificial intelligence compared to competitors like OpenAI.

Despite all the business drama, Cook’s personal brand remains at an all-time high. His China tour videos and posts are trending, netizens marvel at his “down to earth” presence, and industry commentators see this strategic market engagement as deepening Apple’s emotional bond with Chinese youth culture.

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