Ternus's First Test: Can Apple Revive Growth with iPhone 18 Pro Launch?
The new CEO of Apple, John Ternus, has less than a month to settle into his role before facing major challenges. The iPhone 18 Pro launch on September 9 will be his first major test, and it comes as the company faces slowing Services growth and supply constraints in China.
Apple's financial strength is a key advantage, but it still needs to contend with higher costs for components and intense competition from local players like Xiaomi and OnePlus. The iPhone 18 Pro boasts impressive new features, including a variable aperture camera and an AI-capable A20 chip, which could justify its premium price.
The success of the launch will depend on consumer confidence in the economy, particularly in China. The Jackson Hole meeting on August 21-22 may have a significant impact, as it will signal the Federal Reserve's assessment of the economy and influence spending habits.
Ternus must also address the Services slowdown, which has reached 12% growth after peaking at 15-20% in November 2020. He needs to find ways to promote new categories and improve value propositions against competitors.