The era of Tim Cook at the helm of Apple as CEO has come to an end. The company is now led by John Ternus, whose career at the corporation spans a quarter of a century. The market reacted cautiously: AAPL shares dipped slightly, but this is just the tip of the iceberg of the changes awaiting the tech giant.
Cook, who led Apple for nearly 15 years, retains the position of executive chairman of the board of directors. However, the operational helm passes to Ternus, a product of the hardware development sector. This is a symbolic choice: the new leader's priority will be not only hardware but also an ambitious push in artificial intelligence, where Apple still noticeably lags behind competitors.
Personnel reshuffle and challenges for Ternus
Alongside the leadership change, there is a rejuvenation of the management team. Apple veteran Phil Schiller, who for years oversaw the App Store and the organization of product presentations, has stepped away from these duties. His functions were divided between the head of the services division, Eddy Cue, and the director of communications, Kristin Huguet Quayle. Schiller remains in the status of Apple Fellow, but internally this move is seen as preparation for his complete departure.
For Ternus, this means the need to build a new team culture and compensate for the loss of experienced personnel. Investors on social media have already noted a spike in volatility at the moment of the power transition — the market always reacts nervously to uncertainty in the leadership of such a systemically significant corporation.
iPhone sales — the key to success
Big Technology founder Alex Kantrowitz, on CNBC, voiced the main thesis currently dominating analytical circles: Ternus's primary task lies not in the realm of AI.
"First and foremost, he needs to sell iPhones. He has to sell iPhones," Kantrowitz emphasized.
And the numbers confirm this thesis. Last quarter, revenue from iPhone sales grew by 21%, largely driving Apple's 37% stock increase over the year. However, Ternus will have to walk a fine line: rising costs of memory chips are putting pressure on margins, and this will be a serious test for his managerial decisions.
Looking ahead, the new CEO is making two key bets: a foldable iPhone and an updated Siri voice assistant based on the Gemini model. In this way, he aims to demonstrate that Apple is still capable of technological breakthroughs and can close the gap in the race for leadership in artificial intelligence.
Market reaction and prospects
AAPL shares on Monday fell to $313, but partially recovered by the evening, trading at $316.85 — 0.89% below Friday's close ($319.70). Despite the dip, the stock has gained about 37% over the year, although it remains far from the all-time high set in July, when the company's market capitalization nearly reached $5 trillion.
Whether Ternus can turn Apple's engineering power into a breakthrough in the AI market will become clear on September 9, when the company is expected to unveil its foldable iPhone. This will be the first major test of the new leader's mettle.
My take: The leadership change at Apple is not just corporate routine but a signal of a paradigm shift. Ternus inherits a company with brilliant financial metrics, but technologically, Apple risks becoming a follower. The bet on a foldable form factor and the partnership with Google in AI is a pragmatic but not revolutionary step. For the crypto industry and digital markets, this is another reminder: even leaders must adapt, or more agile competitors will take their place.