Apple’s new CEO, John Ternus, will have to face many problems when he takes over the management of the company in September. But arguably the biggest challenge Ternus will have to face right away is AI.
Apple announced Monday that Cook will step down as CEO after 15 years. Cook has led Apple through many years of major changes as well productivity declines which are now part of the everyday fabric of our digital lives. Now, with Apple’s new era about to begin, there may be more pressure on the 50-year-old Ternus to revamp the company’s AI strategy or shift gears. But I hope he doesn’t stray too far from Cook’s playbook. If I paraphrase the comedian Chris Fleming, there is something waiting for them from god if they refuse.
In 2026, every tech company is now an AI company, and Apple is judged by tech enthusiasts and analysts as a failure, lagging behind. There is already AI in Apple products: basic tools, such as checking and rewritingand more advanced AI photo editing tools as well Visual Intelligence. This is nothing compared to Galaxy AI again Gemini devices that Samsung and Google have filled their smartphones with. Apple’s big swing at AI, the promise of an “intelligent Siri,” always delayed, is now over. until the end of 2026.
Apple announced that John Ternus, seen here at an event in NYC in March, will replace Tim Cook as CEO.
The relative lack of AI in Apple’s iOS and macOS is actually its secret weapon. People who want to use AI can do so in apps, there are rumors that Apple will open its doors to collaborate with more AI chatbots in Siri. And these AI systems can work well, thankfully Apple’s M chips. Good hardware, as we know from looking at Nvidiait is essential to succeed in the age of AI. Leaving AI is coming off its iPhone 17 sales it was refreshing and welcome.
For those of us who want to write our emails or don’t want to be bombarded by AI every time we use our devices, we can do so in peace. No sparkles appear to offer AI help we didn’t ask for.
A CNET study found that AI it’s not a big motivator for people to upgrade their phones. Technology is becoming more and more controversial, with concerns surrounding it job security, environmental impacts as well as the legitimacy of how it was created. Data centers, required to implement AI, they also cause alarm in communities across the country. If Apple chooses to continue taking a back seat in the AI race, it won’t have to worry about investing in expensive plans to build an AI infrastructure on top of what it’s already good at — consumer hardware.
Each of Apple’s previous CEOs brought something different to the table. Steve Jobs was a visionary. Tim Cook had an industrial background, changing the way the company made its products overseas. Ternus’ most recent role was managing hardware engineering. The very fact that the Apple board touched the hardware guy, not the software, is promising. Perhaps Ternus will investigate building a species physically the AIbut I don’t know that I can see Apple jumping to build AI-powered robots. Smart glasses with AI they seem more likely, however.
There is no doubt that Ternus will make a lasting impact on the storied tech company during his tenure as CEO. I can only hope it doesn’t get spoiled by AI ideas.