“It’s going to be insider information because it’s a cult.” Those are the words that an anonymous source gave to Bloomberg’s Mark Gurman back in 2024, when speculation about The replacement of Apple CEO Tim Cook it swirled.
for a long time iPhone As a reviewer hungry for more oomph between updates, when I read this cryptic line two years ago, I crossed my fingers and silently hoped to find a company veteran with enough determination to take Apple (and the iPhone) to the next level.
At the time, one of the leading candidates for the job was COO Jeff Williams, who helped start the apple watch in 2015, Gurman noted. However, Williams is only two years younger than Cook, meaning he probably wouldn’t be a long-term successor. Apple needed a leader who could deliver a decade or more of stability, as Steve Jobs and Cook, who served as CEO 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 his departure last July. His departure instantly shifted attention to Senior Vice President of Hardware Engineering John Ternus, fueling rumors that had already been surfacing about him as Cook’s possible successor. These speculations have been proven true this week. Ternus is set to take the helm as Apple CEO starting September 1, 2026, with Cook moving to the role of executive chairman.
Can Ternus take the enormous place of Cook and Jobs? It is the million dollars, or rather, the 4 trillion dollarshe asks, considering how much value Cook brought to Apple during his tenure.
But as a tech journalist who has spent the last six years reviewing iPhones, I have a different question in mind. What does a Ternus-led Apple mean for the future of Apple’s iconic flagship device?
The MacBook Neo was a test; now, the iPhone is next
a pinch He joined Apple’s product design team, with a degree in mechanical engineering, in 2001. He initially focused on external Mac monitors. He has been with the company long enough to have worked under Jobs’ leadership, although not in a role that would put him in direct contact with the former CEO.
The affordable MacBook Neo is widely seen as a victory under Ternus (Credit: Joseph Maldonado)
Ternus rose through the ranks of the hardware engineering department, eventually becoming senior vice president of hardware engineering in 2021. “He was instrumental in the introduction of multiple new product lines, including iPad and AirPods, as well as many generations of products across iPhone, Mac and apple watch“Apple said in a Press release.
Arguably Ternus’ greatest victory is the launch of the $599 MacBook Neo. According Gourmetencouraged Apple to get rid of its usual “Apple tax” on MacBooks, pushing for a cheaper laptop that appeals to younger consumers who may not have a lot of money. Ternus’ strategy paid off. PCMag gave the MacBook Neo an impressive 4.5 star rating for offering exceptional value at an affordable price.
Since Ternus argued for a more affordable MacBook option (and won), what could this mean for the future of the iPhone? It is clear that Ternus does not care about protecting premium prices. I doubt Apple will release anything cheaper than $599. iPhone 17ebut the company could be more serious about competing in the mid-range smartphone market.
Just like Windows PCs and Chromebooks Once monopolizing the attention of budget-conscious laptop buyers, Samsung has been dominating the market. affordable phone market thanks to the Galaxy A Series. Under Ternus, Apple may want to reduce Samsung’s lead in that area, which could mean making future mid-range iPhones look more attractive to buyers who don’t want to spend more than $600.
No more untapped performance: Ternus’ next mission for the iPhone
in a Bloomberg report That caught my attention in early March, Gurman said Ternus once complained that the iPad hardware was not being used to its full potential. He argued that iPadOS I wasn’t taking advantage of the tablet’s powerful processor and large screen. As such, 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, especially in recent years, are in a similar position. They are packed with desktop chips. For proof, take a look at the MacBook Neo. It is driven by the Apple A18 Pro processor, which is located inside the iPhone 16 and 16 Pro Maximum. Perhaps Ternus will lead the charge to implement more ambitious and revolutionary features that truly test the mettle of the A-series chips.
Interestingly, in the same report, Gurman said Ternus was “pivotal” in the launch iPad accessories, including 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 may look for ways to expand the iPhone’s capabilities through peripherals and new add-ons beyond MagSafe cases and wallets.
The real question: What is Ternus doing about AI?
Under Cook, Apple has failed to deliver an AI experience that resonates with users. Critics say the company is lagging behind OpenAI and Google, which are currently setting the pace. It may be true that Apple Intelligence and siri They haven’t exactly captivated people, but ChatGPT and GeminiDespite their dominance, they are still struggling to monetize while devouring resources and causing a memory shortage I like to call RAMgeddon.
Apple’s AI strategy is clearly still under construction, but perhaps it’s a good thing that the company is taking a backseat amid the AI hype cycle. I suspect Apple may be taking a cautious approach in case the AI bubble bursts.
I haven’t found out anything about Ternus’ stance on AI software, but when it comes to hardware, it’s a different story. Ternus is working on several AI-powered hardware devices, according to Gurman, including smart home devices. smart glasses, airpodsand even a pendant that has cameras that use computer vision to understand its surroundings. Unlike Cook, Ternus may focus less on AI as a feature and more on building AI-based devices.
The next chapter of the iPhone begins now
Ternus hasn’t always done well. Bloomberg claims it was a “driving force” behind the infamous MacBook Pro Touch barwhich received mixed reviews from users. Do you remember the one from Apple? butterfly keyboard disaster? Ternus was also supposedly part of that fiasco.
The MacBook Pro’s Touch Bar can safely be labeled as a Ternus faux pas (Credit: Paul Maljak)
Gurman’s sources have described Ternus as “conservative” regarding Apple’s launch of new product categories. He has also been labeled as a cost-cutter, a trait that echoes the strategy of Cook, who fears that risky bets will hurt the company’s profits. This is understandable considering Ternus’ aforementioned setbacks, but I hope they don’t stop it from launching bold, innovative, and category-defining products.
On the positive side, Ternus, reportedly a cycling and car racing enthusiast, has been described by his colleagues as a “nice guy”. He has a knack for bringing teams together and fostering collaboration, which isn’t easy to do in a company that Gurman says is “not without egos.”
Ternus deserves a little grace. It won’t be perfect and it will almost certainly stumble along the way, but that has never stopped Apple from finding its footing. If anything, Ternus’s story suggests he knows how to course-correct. And with its hardware-first mentality, I bet the iPhone will eventually get that long-awaited innovation boost.
About our expert
Kimberly Gedeon
Senior Writer, Mobile
Experience
I’m PCMag’s senior mobile writer on the consumer electronics team, diving into 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 contributed my tech expertise to Laptop Magazine, Mashable, Tom’s Guide, Esquire, Good Housekeeping, and more.
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