John Ternus succeeds Tim Cook as Apple CEO after 15 years

John Ternus has officially taken implicit arsenic the main enforcement serviceman of Apple, succeeding Tim Cook, who ended a 15-year tenure starring the tech giant.

Ternus, who took the helm connected Tuesday, had been serving arsenic the elder vice president for hardware engineering astatine the Cupertino, California-based institution since 2021.

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When Apple announced the transition successful April, the institution said that Cook volition determination into the relation of enforcement chairman.

Ternus is an aged manus astatine the company. He joined Apple’s merchandise plan squad successful 2001 and climbed the ranks. He was appointed vice president of hardware engineering successful 2013 and was promoted successful 2021 to the elder vice president relation that helium has present moved up from.

A postgraduate of the University of Pennsylvania, Ternus had antecedently worked connected virtual world headsets astatine a institution called Virtual Research Systems.

Since joining Apple, Ternus has overseen the motorboat of a scope of its astir well-known merchandise lines, including the iPad and AirPods.

Given Ternus’s inheritance successful hardware engineering, analysts saw his assignment arsenic a motion that the company, champion known for its iPhone, is pushing to treble down connected innovation crossed its instrumentality portfolio.

“The assignment of Ternus is Apple’s subtle mode of [doubling down] connected hardware innovation arsenic a halfway strategy. It doesn’t refute the Tim Cook era; it marks a caller signifier successful Apple’s past by intertwining AI with hardware, alternatively than treating AI arsenic a standalone product,” Babak Hafezi, prof of planetary concern astatine American University, told Al Jazeera.

Ternus’s task

Ternus is acceptable to deed the crushed moving successful the caller role. On September 9, Apple is expected to unveil its latest iPhone arsenic good arsenic a foldable device, a caller merchandise successful its lineup. The foldable telephone market, though inactive niche, is simply a increasing conception of the user telephone assemblage that is presently dominated by Samsung, which launched it successful 2019.

Analysts forecast that Apple volition marque headway quickly. Apple is expected to vessel 17 cardinal foldable iPhones and scope 40 percent of the marketplace stock by the extremity of adjacent year, according to IDC research, a tech quality firm.

Apple is besides slated to motorboat a caller mentation of Siri, its idiosyncratic assistant, with the newest mentation of its iOS bundle planned for merchandise this month. It is intended to beryllium much conversational and supply much personalised contented for idiosyncratic users, including scanning idiosyncratic emails and substance messages.

In a quality connection announcing the caller feature, the institution utilized the illustration of utilizing Siri “to find a edifice proposal a person messaged them about, aboveground a edifice confirmation fig from an aged email”.

Ternus comes into his caller relation astatine a clip that Apple has been criticised for a slower rollout successful the generative AI space, falling down companies similar OpenAI, the shaper of ChatGPT, and Anthropic, the shaper of Claude.

However, Aleksandar Tomic, subordinate dean for strategy, innovation, and exertion astatine Boston College, argues that focusing connected its halfway products could assistance Apple pb the AI roar successful the agelong run.

“To usage a metaphor, determination were radical during the golden unreserved mining for gold, and past determination were those selling the picks and shovels for the prospectors. Apple has truly stayed successful the picks-and-shovels lane,” Tomic said.

“They person not done immoderate benignant of information centre, industrial-grade chips, but they person developed their ain chips that they enactment into the Macs and MacBook Pros that let radical to tally section LLMs [Large Language Models] and truthful on. The iPhone becomes benignant of an AI entree engine.”

In June, analysts astatine Morgan Stanley expressed interest that Apple whitethorn conflict with an AI Siri rollout due to the fact that its older phones deficiency the capableness to tally precocious AI features.

This comes arsenic Apple besides faces proviso concatenation strains. In June, the institution raised the terms connected immoderate MacBooks and iPads arsenic the outgo of machine representation accrued owed to AI companies driving up request for chips and servers.

It besides has to locomotion a tightrope betwixt Washington, DC’s commercialized warfare with China, wherever it has a immense marketplace and large proviso chain, adjacent arsenic it has attempted successful the past fewer years to diversify immoderate of that to India and Vietnam. Apple has announced plans to put billions of dollars successful the US, and President Donald Trump wants the institution to marque its iPhones there.

For investors, Cook is simply a pugnacious enactment to follow. Under his leadership, the company’s banal jumped 2,258 percent. Apple’s banal has grown steadily implicit the past year, too. It is up much than 37 percent since this clip past year, and much than 16 percent since the opening of 2026.

On Tuesday, the company’s banal roseate by 2.2 percent successful midday trading arsenic Ternus took implicit his caller role.