Apple under Ternus: what comes next for the tech giant’s hardware strategy

As Apple races to stay competitive in AI while navigating tariffs and supply-chain uncertainty, the company’s future is about to shift under new leadership.

On Monday, Apple announced that John Ternus will take over as CEO later this year, succeeding Tim Cook.

Cook transformed Apple into a $4 trillion global powerhouse, expanded its services business, and he oversaw some of the most profitable years in tech history. Ternus brings a different kind of skill set. A longtime hardware executive, he has spent his career building Apple’s devices rather than managing the broader business.

Ternus joined Apple in 2001 and rose through the ranks of hardware engineering. Along the way, he has contributed to some of the company’s biggest products, including AirPods, Apple Watch, and Vision Pro.

His appointment signals a renewed focus on hardware at a moment when Apple is under pressure to define its next era. Ternus will now help determine what that looks like.

Hardware with AI at the center

Rather than trying to compete head-on with companies building the biggest AI models, Ternus may push Apple to focus on the AI-powered devices themselves, whether that be 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 could launch next. Ideas floating around include smart glasses, a wearable pendant with a built-in camera, and even AirPods with AI features. According to Bloomberg, the idea is that all of these products would connect to the iPhone, with Siri playing a major role.