Tim Cook officially handed over leadership of Apple today, with John Ternus, 51, becoming the company’s new CEO of the tech giant, which is valued at over $4 trillion and is the world’s leading smartphone brand.
Cook’s 15-year leadership saw the company’s value grow from $350 billion to this remarkable figure. He will remain with Apple as executive chairman, focusing on global policy matters, while Ternus takes the helm.
Ternus won’t have much time to settle in, as Apple’s annual iPhone event is set for September 9, just eight days after he begins his new role. At this event, the company is expected to unveil its first foldable iPhone and provide updates on the long-awaited generative AI-powered Siri.
*“Tim Cook left the company in great shape,” *said Dan Ives, a partner at Yorkville Ives & Co. “Now, it’s up to Ternus to shape Apple’s AI future.”
Credit: Future Prosimo
Ternus is an unconventional choice for CEO. With an engineering background, he’s known for his attention to detail; he once debated a supplier over the grooves on a screw head for the Apple Cinema Display.
He joined Apple in 2001 in product design, became VP of hardware engineering in 2013, and was promoted to Senior VP of hardware engineering in 2021. He holds a degree in mechanical engineering from the University of Pennsylvania and has experience at Virtual Research Systems.
The company credits him with transforming the Mac lineup into its most successful ever, launching the iPhone 17, enhancing AirPods, and leading sustainable innovations such as a recycled aluminium compound across various products and 3D-printed titanium in the Apple Watch Ultra 3.
His expertise in hardware is a significant asset, but it raises questions about his appointment as CEO.
Some analysts believe that Craig Federighi, Apple’s software chief, would be a better choice, especially as the company works to catch up in the AI space, where competitors like Google and Microsoft have made significant advancements. Recently, the phone-making giant announced an updated version of Siri, but there have been delays, and a beta version is still in development.
Carolina Milanesi from Creative Strategies argues that a hardware-focused leader makes sense. “Consumers buy hardware first, and that won’t change anytime soon,” she explained. *“If consumers aren’t engaged with the device, AI features won’t matter.” *Essentially, the challenge is getting people to pick up the hardware before they can experience the benefits of AI.
Similar read: Tim Cook ends 15-year run as Apple CEO, hands over to John Ternus
Analyst Wamsi Mohan from BofA Global Research believes that Ternus will play a crucial role in integrating AI across all devices as its use becomes more widespread.
Beyond AI, Ternus steps into a complex role. Former CEO Tim Cook skillfully navigated relationships with both Beijing and the Trump administration, a balancing act that required personal connections and strategic investments. While Apple still relies heavily on China for manufacturing and sales, it has been gradually moving some production to India and Vietnam.
Cook’s presence as executive chairman will help Ternus manage global political challenges, allowing him to concentrate on product and engineering. Milanesi described this arrangement as “really clever.”
John Ternus, Apple’s new CEO
Ternus’s first significant test will come on September 9, when Apple launches its foldable iPhone, one of the biggest hardware changes in years. A successful launch could set a positive tone for his leadership, while a lacklustre Siri update could reinforce ongoing concerns about Apple’s direction since 2024.
Milanesi noted, “Even people who know him might not view him as a CEO yet. When you take on that role, everything changes, the stakes are higher, and you’re in a different dance.”
Also read: Apple drives 7% global smartphone revenue growth in Q2 2026
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