Incoming CEO inherits company that leads the smartphone market but trails rivals in AI.
John Ternus takes over as Apple’s chief executive on Tuesday, inheriting a company that towers over the smartphone market but trails its rivals in artificial intelligence.
One of his biggest challenges will be balancing the company’s dependence on China while parrying acute political pressure from the White House.
The handover ends Tim Cook’s 15-year run, replacing the operations specialist who built Apple’s supply chain with the engineer who built its hardware.
Ternus, 51, joined Apple’s design team in 2001 and worked his way up to senior vice president of hardware engineering, reporting to Cook.
He leads the engineering teams behind Apple’s entire product lineup, including the iPhones that generate most of the company’s revenue.
He gets barely a week to settle in, with Apple holding its annual iPhone event on September 9, where it is expected to unveil its first foldable handset.
“Tim Cook left the house in phenomenal order,” said Dan Ives, partner and senior managing director at investment firm Yorkville Ives & Co.
“But now, it’s about Ternus defining the AI chapter.”
Ives expects the new chief executive to lean into what he knows.
“There’s no reason to fix what’s already working,” he said, predicting Ternus will concentrate on hardware innovation while leaving Cook’s supply chain intact.
Some analysts had argued software chief Craig Federighi was the more logical pick for a company scrambling to catch up on AI.
Carolina Milanesi, an analyst at Creative Strategies, said that this misreads how consumers actually adopt technology.
“Consumers are still buying hardware first, and it’s going to be like that for a long time,” she said.
“You’re not going to discover the value of AI if you’re not interested in the hardware.”
