Apple shifts focus to AI and foldable iPhone as Ternus replaces Tim Cook
John Ternus takes charge of Apple as the company prepares for a major shift toward artificial intelligence and foldable phones. The leadership change ends Tim Cook’s 15-year tenure as chief executive.
Ternus takes over at Apple
Ternus, 51, joined Apple’s design team in 2001 and later became senior vice president of hardware engineering. He has led teams responsible for Apple’s major products, including the iPhone, which remains the company’s biggest source of revenue.
His promotion puts an engineer in charge at a time when Apple is facing pressure to improve its artificial intelligence efforts. Analysts say Ternus may focus strongly on hardware, an area where he has spent most of his career.
Foldable iPhone could test new CEO
Ternus has little time to settle into his new role, with Apple’s annual iPhone event scheduled for September 9. The company is expected to unveil its first foldable iPhone, potentially marking one of its biggest product changes in years.
“This is a moment that they created for him,” said Carolina Milanesi, an analyst at Creative Strategies. The event will give investors and customers an early look at how Ternus will lead Apple.
AI remains a major challenge
Apple remains a major force in the smartphone market but has fallen behind some rivals in artificial intelligence. Ternus will therefore face pressure to strengthen Apple’s AI strategy while continuing to protect the company’s successful hardware business.
Dan Ives of Yorkville Ives & Co believes Ternus is likely to build on Apple’s existing strengths. “There’s no reason to fix what’s already working,” he said, suggesting that the new CEO may prioritise hardware innovation.
Cook also backed his successor in a final message to employees. “Few people understand what it takes to build products that change the world the way John does,” Cook wrote.
China supply chain creates pressure
Another major challenge will be Apple’s dependence on China for manufacturing and its relationship with the US. Cook spent years managing relations with Beijing and the White House while gradually moving some production to India and Vietnam.
Apple’s manufacturing network remains heavily connected to China, even as the company expands production elsewhere. US President Donald Trump has also repeatedly pushed Apple to manufacture more iPhones in the United States and threatened tariffs on overseas production.
Ternus has strong experience with Apple’s products but less experience in global political negotiations. “But on the global stage — that’s probably one of the biggest areas where he’s going to have to learn on the job,” Ives said.
Cook remains involved
Cook will remain with Apple as executive chairman of the board. His new role will include working with policymakers around the world, allowing Ternus to focus more closely on running the company.
Ternus studied mechanical engineering at the University of Pennsylvania and previously worked as an engineer at Virtual Research Systems. He has also been credited with efforts to make Apple products more durable, reliable and environmentally friendly.
His base salary will be $3 million, the same as Cook’s when he served as CEO. According to a securities filing, Ternus could receive total compensation of about $58 million in his first year through stock awards and other benefits.
Cook’s salary will fall to $2 million, while his total compensation could reach about $47 million during the next year. His total compensation for 2025 was more than $74 million.
Ternus takes control at an important time for Apple. The company needs to strengthen its AI position while keeping its hardware business ahead of competitors.
The expected foldable iPhone could become an early test of his leadership. At the same time, managing China, US trade pressure and Apple’s global supply chain will be a new challenge for him.
Cook’s continued role could provide stability during the transition. Ternus can use his hardware experience while Cook remains focused on external and political matters.
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