Ternus inherits prosperity, uncertainty as Apple CEO

Your first day at a new job is always stressful—remembering names, filling out documents, locating the office snacks—but new Apple CEO John Ternus takes the big desk from Tim Cook today under slightly more pressure as he leads the company into the AI future.

Ternus, 51, joined Apple in 2001 and made a name for himself overseeing the company’s hardware division. Now that he’ll be at the top, he is facing big challenges, including:

  • Playing catch-up: The company was already behind when Apple Intelligence and Vision Pro landed with thuds in 2024. The next big moment is in two weeks, when Apple releases a new AI-powered Siri it hopes will compete with ChatGPT and Claude.
  • Talent acquisition: Apple is no longer the most coveted destination for hardware talent; hundreds of former Apple employees have fled to OpenAI.
  • Memory shortage: AI companies are gobbling up chips, making them scarcer and more costly for Apple, which is passing those expenses on to customers.

Cook’s legacy

When he replaced Steve Jobs in 2011, Cook was filling perhaps the biggest shoes in tech boss history and that came with questions of whether he could continue Apple’s enormous growth. The answer was a resounding yes—shares climbed 2,000% under his (Apple) watch, the company briefly reached a $5 trillion market cap in July, and after selling 72 million phones in 2011, Apple will sell 255 million this year, per Counterpoint Research estimates.

The 65-year-old Cook won’t be retiring and giving up his company discount at Apple Stores—he’s staying on as executive chairman, a role where he can continue to work as a liaison with President Trump, aka the guy who schmoozes to keep tariffs from crushing profits.

Hard launch: Cook will be in attendance for the company’s annual product event next Wednesday, but he won’t take the stage. Instead, Ternus will face the public for the first time as CEO to introduce a new foldable iPhone.—DL

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