As Apple struggles to remain competitive in the AI space while dealing with tariffs and supply chain uncertainty, the company’s future is about to change under new leadership.
On Monday, Apple announced that John Ternus would take over as CEO later this year, succeeding Tim Cook.
Cook transformed Apple into a $4 trillion global powerhouse, grew its services business and oversaw some of the most profitable years in tech history. Ternus brings a different type of skill. A longtime hardware manager, he spent his career building Apple devices rather than managing the company as a whole.
Ternus joined Apple in 2001 and rose through the hardware engineering ranks. Along the way, he’s contributed to some of the company’s most important products, including AirPods, Apple Watch, and Vision Pro.
His appointment signals renewed interest in hardware at a time when Apple is under pressure to define its next era. Ternus will now help determine what this looks like.
Hardware with AI at the Center
Rather than trying to compete head-on with the companies building the biggest AI models, Ternus could push Apple to focus on the AI-powered devices themselves, whether that’s the one in your hand, something you wear, or something that lives in your home.
There’s already a lot of speculation about what Apple might launch next. Ideas floating around include smart glasses, a wearable pendant with a built-in camera, and even AirPods with AI capabilities. According to Bloomberg, the idea is that all of these products would connect to the iPhone, with Siri playing a major role.
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Ternus is also expected to advance products that have remained in limbo. Foldable iPhones are the obvious example. Rumors have been circulating for years, and while competitors have already gotten ahead of themselves, Apple has taken a slower approach, waiting for the technology to meet its standards. Reports say it will arrive in September, which means Ternus will oversee the launch.
Apple has also reportedly explored robotics, particularly for the home. One concept includes a tabletop device with a robotic arm attached to a screen, essentially a smart assistant that can move around and turn toward you. This notably fits with Ternus’s long-standing interest in robotics. At university, he built a device that allowed quadriplegics to control a mechanical power arm using head movements, as reported by the New York Times.
There are also ideas for mobile robots that could follow you around, perform simple tasks, or act like a moving FaceTime screen. Some reports even mention experiments with humanoid robots, although these are likely years away.
While none of this is guaranteed, they give a pretty clear idea of where Apple’s thinking might be heading.
However, ongoing memory chip shortages, President Trump’s frequently changing tariff policies, and the company’s reliance on Chinese manufacturing could create a difficult time ahead. About 80% of iPhones were produced in China before the tariffs. The company has recently turned its attention to India, manufacturing about 25% of its iPhones in the country last year, according to Bloomberg.
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