Apple enters the Ternus era between new iPhones and the race for AI

John Ternusis ready to take the reins ofAppleafter 15 years of leadership ofTim Cookin a transition designed to guarantee continuity at a crucial moment for the group, grappling with the launch of new products, the challenge ofartificial intelligenceand growing geopolitical tensions.

An engineer by training, Ternus, 51, is an executive who grew up within the company. Having joined Apple in 2001, he built his career primarily in product development, distinguishing himself from his predecessor, who was best known for his skills in supply chain management and institutional relations.

A manager who grew up in the company

Progressively rose to the top of the company until he became senior vice president ofhardware engineeringTernus has participated in the development of some major Apple devices, including theiPhonewhich continues to be the group’s flagship product.

In 2025, the Cupertino company’s smartphone reached approximately 250 million units sold, confirming itself as one of the pillars of the company’s business.

The challenge of artificial intelligence

From the new CEO the market expects above all progress on theIAa sector in which Apple is considered to be lagging behind its main competitors, who have already integrated these technologies more deeply into their respective products and services.

According to analysts, it will be up to Ternus to write the new chapter of Apple’s artificial intelligence, defining the strategy with which the group intends to recover ground in one of the most competitive segments of the technological market.

Siri renewed and the test of the September event

In the next few days Apple is expected to present a profoundly renewed version ofSiriits voice assistant, with advanced interaction capabilities with iPhone applications and content stored on the device.

The debut is expected during the traditional Apple event inSeptember 9than occasion on which the company should also unveil a new range of products. The appointment will represent the first important public test for Ternus in the role of CEO.

New devices and possible innovations

In addition to updates to existing lines, such asiPhone, Apple Watch e AirPodsApple could present its firstFoldable iPhonea novelty particularly awaited by investors and fans of the brand.

They also figure in the company’s future planssmart glassesand a new generation of camera-equipped AirPods, products designed to make the most of the capabilities offered by artificial intelligence and advanced computing technologies.

Supply chain difficulties

Ternus takes over the leadership of the company in a complex phase also on the production frontsupply chain. The entire consumer electronics industry is facing a shortage of memory chips, resulting in increases in manufacturing costs.

In recent months, component prices have increased significantly. Already in June Tim Cook had warned that supply difficulties would make some price increases inevitable, subsequently confirmed in July.

A situation that could affect demand and sales in the second half of the year, making the work of the new management even more delicate.

Tim Cook’s new role

To allow Ternus to focus on the operational management of the company,Tim Cookwill continue to maintain a leading role asExecutive Chairman.

The former CEO will in particular follow political and institutional dossiers, an area in which he has built an important part of his leadership thanks to the relationships developed over the years with the authoritiesWashington e Beijing.

The transition thus aims to guarantee managerial continuity, while Apple prepares to face a new phase characterized by the evolution of artificial intelligence, hardware innovation and the challenges of the global economic context.