“It’s going to be an insider because it’s such a cult.” These are the words provided by an anonymous source Bloomberg’s Mark Gurman Speculations about back in 2024 Replacing Apple CEO Tim Cook turned around.
It’s been a long time iPhone When I read this cryptic line two years ago, I crossed my fingers and silently hoped for a company vet with the savvy to take Apple and the iPhone to the next level.
One of the top candidates for the job at the time was Jeff Williams, the chief operating officer who helped launch the operation. Apple Watch In 2015, Gurman noted. However, Williams is only two years younger than Cook, meaning he likely won’t be his long-term successor. Apple needed a leader who could offer stability for a decade or more. as Steve Jobs and Cook, both of whom served as CEOs of the Cupertino-based tech giant for nearly 15 years.
Jeff Williams, former chief operating officer of Apple (Credit: David Paul Morris/Bloomberg via Getty Images)
Williams then announced himself departure of last July. His departure immediately turned the spotlight on John Ternus, senior vice president of hardware engineering, and fueled rumors already swirling about him as a potential successor to Cook. Those wild speculations proved true this week. Ternus is set to take the helm as Apple CEO on September 1, 2026, with Cook moving into the role of executive chairman.
Can Ternus fill the big shoes of Cook and Jobs? It’s a million dollars, to be exact 4 trillion dollars—question, given how much Cook has added to Apple during his tenure.
But as a tech journalist who has spent the last six years reviewing iPhones, I have another question on my mind. What does Ternus-led Apple mean for the future of Apple’s iconic flagship device?
MacBook Neo was an experiment – Now the iPhone is next
A pinch In 2001, armed with a degree in mechanical engineering, he joined Apple’s product design team. He focused first external Mac monitors. He has been at the company for quite some time under Jobs, though not in a role that puts him in direct contact with the former CEO.
The affordable MacBook Neo is widely regarded as a triumph under Ternus (Credit: Joseph Maldonado)
Ternus rose through the ranks of the hardware engineering department in 2021, eventually becoming senior vice president of hardware engineering in 2021. “He was instrumental in launching many new product lines, including the iPad and AirPods, as well as multiple generations of iPhone, Mac and other products. Apple Watch” said Apple press release.
Arguably, Ternus’ greatest triumph is his release $599 MacBook Neo. according to Gourmethe encouraged Apple to ditch the usual “Apple tax” on MacBooks, pushing for a cheaper laptop that appealed to younger consumers without deep pockets. Ternus’ strategy paid off. PCMag gave the MacBook Neo an impressive review 4.5 star rating to deliver exceptional value at an affordable price.
Since Ternus advocated (and won) for a more affordable MacBook option, what could this mean for the future of the iPhone? Obviously, Ternus is not priced to maintain premium prices. I doubt Apple will come out with anything cheaper than $599 iPhone 17ehowever, the company may be more serious about competing in the mid-range smartphone market.
Likewise Windows computers and Chromebooks Samsung, which once monopolized the attention of budget-minded laptop buyers, dominated this market budget phone market thanks to Galaxy A series. Under Ternus, Apple may want to chip away at Samsung’s lead there, which could make future mid-range iPhones more attractive to buyers who don’t want to spend more than $600.
Untapped Performance: Ternus’ Next iPhone Mission
a Bloomberg report Gurman, who I brought to my attention in early March, said that Ternus once complained that the iPad’s hardware was not being used to its full potential. He defended it iPadOS it didn’t use the tablet’s powerful processor and large screen. So he convinced Craig Federighi, senior vice president of software engineering, to create more desktop-like software.
John Ternus introduced the iPad Air earlier this year (Credit: Adam Gray/Bloomberg via Getty Images)
One could argue that iPhones have been in a similar situation, especially in recent years. They are packed with desktop-grade chips. Take a look at the MacBook Neo for proof. supplied by Apple A18 Pro processor that can be found inside iPhone 16 and 16 Pro Max. Perhaps Ternus will lead the rollout of more ambitious, envelope-pushing features that really test the mettle of the A-series chips.
Interestingly, in the same report, Gurman said he was “instrumental” in launching Ternus. iPad including accessories Apple Pencil and Magic keyboardas well as magnetic charging and pairing systems. For the iPhone, this could mean expanding the device’s accessory ecosystem. Ternus can look for ways to expand the capabilities of the iPhone through peripherals and new additions. MagSafe boxes and purses.
The real question: What does Ternus do about AI?
Under Cook’s leadership, Apple hasn’t quite gotten the AI experience to resonate with users. Critics say the company is lagging behind OpenAI and Google, which are currently setting the pace. This may be true Apple Intelligence and Siri I didn’t impress people, but ChatGPT and TwinsDespite its advantages, it still exists trying to make money while absorbing resources and sparking a lack of memory I like to call RAMageddon.
Apple’s AI strategy is still under construction, but perhaps it’s a good thing that the company is taking a back seat in an era of AI hype. I suspect that Apple may take a cautious approach in case the AI bubble bursts.
I haven’t discovered anything about Ternus’ stance on AI software, but it’s a different story when it comes to hardware. According to Gurman, Ternus is working on several AI-enabled hardware devices, including smart home devices. smart glasses, AirPodsand even a pendant with cameras that use computer vision to understand its environment. Unlike Cook, Ternus may focus less on AI as a feature and more on building AI-based devices.
The Next Chapter of iPhone Begins Now
Ternus didn’t always get it right. Bloomberg claims it was the “driving force” behind the MacBook Pro’s popularity Touch barwhich received mixed reviews from users. You remember Apple butterfly keyboard disaster? Ternus was also part of this fiasco.
The MacBook Pro Touch Bar can safely be called a Ternus misstep (Credit: Paul Maljak)
Gourmet’s sources described Ternus as “conservative” about Apple introducing new product categories. He was also labeled as a cost-cutter, a trait that reflected the strategy of Cook, who feared that risky bets would bleed into the company’s bottom line. That’s understandable given Ternus’s failings mentioned above, but I hope they don’t deter him from releasing bold, innovative, category-defining products.
On the plus side, Ternus, a cycling and car racing enthusiast, was described by colleagues as a “nice guy”. He has a knack for bringing teams together and fostering collaboration, which Gurman says isn’t easy to do in a company that “doesn’t lack for ego.”
Ternus deserves some grace. It won’t be perfect, and it will almost certainly stumble along the way, but that’s never stopped Apple from finding its footing. If anything, Ternus’ history shows that he knows how to course-correct. And with its hardware-first mentality, I bet the iPhone will finally get its long overdue jolt of innovation.
About our specialist
Kimberly Gedeon
Senior Writer, Mobile
Experience
I’m PCMag’s Senior Writer for Mobile on the Consumer Electronics team, which covers the latest phones, tablets, Bluetooth speakers, audio devices, and other portable gear. I’ve been covering consumer technology for six years. Before joining PCMag, I gained my tech experience at Laptop Magazine, Mashable, Tom’s Guide, Esquire, Good Housekeeping, and more.
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