Apple's New CEO Faces First Test as Company Unveils Latest iPhone Lineup
John Ternus has taken over as Apple's chief executive, succeeding Tim Cook after 15 years at the helm. Ternus, who joined Apple in 2001 and rose to senior vice president of hardware engineering in 2021, will lead the company through its latest product launch on September 9.
The event is expected to feature Apple's first foldable device, as well as new iPhone models, including the iPhone 18 Pro and iPhone 18 Pro Max. Ternus, 50, will make his public debut in the role at this event, marking a significant moment for the company under its new leadership.
Analysts are watching closely to see how Ternus navigates Apple's challenges, including mounting competitive pressure in artificial intelligence and ongoing questions about the company's manufacturing dependence on China. The services division, which includes the App Store, Apple Music, iCloud, and Apple Pay, has also become an increasingly important growth driver under Cook.
Babak Hafezi, a professor of international business at American University, believes Ternus's background signals a deliberate strategic emphasis heading into the new era. 'The appointment of Ternus is Apple's subtle way of doubling down on hardware innovation as a core strategy,' he said.