Apple’s leadership change is drawing attention across the tech world. But beyond AI and products, the crypto industry sees something else taking shape.
As Tim Cook steps down and John Ternus takes over as CEO, Apple’s ties to crypto could grow, whether the company admits it or not.
Ternus Inherits a Cautious Crypto Approach
For years, Apple has taken a careful stance toward digital assets. The company holds no cryptocurrencies on its balance sheet and has avoided any formal involvement in the sector.
While Cook has personally owned Bitcoin and Ethereum, he kept those investments separate from Apple’s corporate strategy.
There is little indication that Ternus, whose background is rooted in engineering, will push for a major shift. Still, Apple’s exposure to crypto does not depend on an official policy change. The company is already connected to the ecosystem through its existing platforms.
App Store and Payments Tie Apple to Crypto
Apple’s App Store still makes money from crypto activity. It takes its usual cut from things like NFTs and in-app crypto purchases, creating a steady, though indirect link to the industry. This isn’t expected to change with new leadership.
At the same time, Apple Pay is becoming a common way to access crypto. Third-party apps let users buy or spend digital assets without Apple handling the crypto itself.
In 2025, Mesh enabled merchants to accept Bitcoin and settle payments in stablecoins like $USDC via Apple Pay. More recently, Exodus rolled out similar features in several U.S. states, allowing users to spend Bitcoin and $USDC using Apple’s system.
This trend is significant. According to Counterpoint Research, 41% of first-time crypto buyers globally used Apple Pay for their first purchase. Even without direct involvement, Apple is becoming an important part of the crypto ecosystem.
Regulation Removes Longstanding Barriers
Regulatory developments are also shifting the landscape. In the United States, stablecoin legislation is gradually providing clearer rules for digital asset payments. Meanwhile, Europe’s MiCA has already established a compliant framework across 27 countries.
These changes reduce the uncertainty that Apple has often cited as a reason for staying on the sidelines. With clearer guidelines in place, the company may find it harder to justify a purely hands-off approach.
Quiet but Growing Role
Even without an official crypto strategy, Apple’s role is expanding. Its platforms help power payments, bring in new users, and support crypto services worldwide.
With Tim Cook staying on as executive chairman, Apple’s cautious approach likely won’t change quickly. But the connections to crypto are already there, and getting stronger.
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