Apple stands at a crossroads: How will the new leadership tackle the challenges of the AI era?

After 14 years at the helm, Tim Cook has completed his strategic reshaping of Apple. However, as he ages and faces increasing work demands, the CEO has privately indicated to executives that he is considering shifting his focus. According to The New York Times, Cook not only hopes to gradually reduce his daily operational responsibilities but more importantly, Apple has quietly initiated a succession plan—this silent transfer of power will directly determine Apple’s prospects in the AI wave.

The Successor Emerges: Hardware Expert Ternus’s Advantages and Challenges

50-year-old John Ternus has become the most likely candidate for succession. Interestingly, when Cook took over Steve Jobs’s position, he was exactly the same age as Ternus is now. The two share remarkable similarities: both are nearly obsessive about product details, deeply familiar with Apple’s complex global supply chain, have a gentle yet efficient management style, and navigate the company’s intricate power structure with ease.

Ternus’s career path is quite typical—joining Apple in 2001, starting in Mac display design, gradually rising to lead hardware engineering, and in 2013 taking full responsibility for Mac and iPad development. His wisdom in product decision-making is noteworthy: in 2018, he advocated for limiting LiDAR technology to the iPhone Pro flagship series to balance innovation and cost; in recent years, he led the design of ultra-thin iPhones and drove the impressive transition of Mac from Intel chips to Apple’s own silicon. Insiders reveal that Ternus has even stationed himself multiple times in Asia, engaging in in-depth negotiations with manufacturers, demonstrating top-tier supply chain mastery.

However, Ternus’s promotion to CEO is not without controversy. He will be Apple’s first CEO in thirty years with a purely hardware background, which in itself signals certain risks. Critics point out that Ternus excels at “maintaining product excellence” rather than “creating disruptive innovation.” More challenging is his relative weakness in political affairs and diplomatic skills required of a CEO, which could become a shortcoming in his leadership.

Other Candidates with Distinct Characteristics

It’s worth noting that Apple’s management team has not placed all its chips on Ternus. Potential successors such as Software Chief Craig Federighi, Services Head Eddy Cue, Global Marketing Head Greg Joswiak, and Retail and HR Chief Deirdre O’Brien each represent different development paths. Cook is preparing multiple options for possible changes.

The Big Question Apple Must Answer: The Urgency of AI Strategy

Whoever ultimately takes over Apple will face enormous challenges. While competitors have already invested hundreds of billions of dollars into AI development, Apple remains relatively conservative, lacking significant initiatives in AI product integration. This is not only a tactical lag but also a strategic concern.

As tech giants announce breakthroughs in AI, the first major test for the next Apple CEO will be: how to deeply integrate AI capabilities into iPhone, Mac, and other product lines without compromising privacy commitments? The answer to this question will largely determine Apple’s competitiveness over the next decade.

Whether it’s Ternus or another candidate, they need to prove they can not only manage existing businesses but also find a new direction for Apple in the AI era. This is precisely the core issue the Apple board is carefully considering.