Ternus Takes the Reins: Apple's Crypto Asset Strategy Remains Uncertain

Apple's new CEO John Ternus is taking over after Tim Cook's 15-year tenure, but his views on crypto assets are still largely unknown. Besides Cook's personal investment in BTC, Apple has made no concrete steps toward integrating crypto assets into its products and services.

The company's crypto asset strategy will depend not only on Ternus, but also on other executives such as Chief Operating Officer Sabih Khan, Chief Financial Officer Kevan Parekh, and Eddy Cue. The latter is the services chief and a member of the board of directors at Tom Brady's NFT platform Autograph.

Apple has been watching cryptocurrency since 2019, with Bailey saying in 2019 that Apple is 'watching cryptocurrency' as it thinks 'it's interesting' and 'has long-term potential.' However, there have been no updates on this interest since then.