New York (AFP) – John Ternus takes the reins of Apple on Tuesday, after 15 years of reign of Tim Cook, a smooth transition desired at a pivotal period for the group, between the launch of new products, the challenge of artificial intelligence (AI) and geopolitical tensions.

Published on: 08/31/2026 - 1:13 p.m. Modified on: 08/31/2026 - 9:00 p.m.

An engineer by training, the fifty-year-old is a man of the inner circle, having arrived at Apple in 2001, very product-oriented unlike Tim Cook, recognized for his skillful logistical and diplomatic management.

Rising through the ranks to become vice president of physical product engineering, he notably contributed to the design of the iPhone, which has become the Apple group's flagship product, selling nearly 250 million copies in 2025.

"There's no reason to change what's working," says Dan Ives, director of the Yorkville Ives & Co, about the Apple supply chain that Tim Cook guided during the coronavirus pandemic and the rise in tensions between the United States and China.

The market expects progress from John Ternus on the AI ​​front, a burden that Apple has been dragging around for several years, when its competitors have already pushed the integration of this technology much further.

“It will be up to Ternus to write the AI ​​chapter” of Apple, according to Dan Ives.

The Cupertino (California) group is due to offer, in the coming days, a remodeled version of its AI voice assistant, Siri, capable of navigating between iPhone applications and using content.

A launch expected as part of its traditional back-to-school event, scheduled for September 9, during which, in addition to features, Apple must present a new line of products.

This big rally, more anticipated than usual, will constitute a first baptism of fire for John Ternus.

The product above all

Analysts regretted the choice of John Ternus at this turning point in the company's life, judging that the software manager, Craig Federighi, would have been more relevant in the light of AI.

But Apple remains defined by its devices, from the iPhone to the Mac, especially since in the smartphone market, no player has yet managed to make AI functionalities the decisive selling point.

“Consumers buy the physical product first and it will stay that way for a long time,” says Carolina Milanesi, analyst at Creative Strategies. “You won’t discover the value of AI if you’re not interested in the device.”

Tim Cook seconded the argument Monday. “Few people understand what it takes to create world-changing products like John understands,” he wrote in his farewell message to employees.

In addition to updating existing references such as the iPhone, Apple Watch or AirPods, the group must introduce a folding iPhone, a significant development for a brand which has not enjoyed success with a new product line for ten years.

Also expected later are connected glasses and AirPods equipped with cameras to take advantage of the new capabilities of AI.

Still in the equipment section, John Ternus enters the fray in a context of logistical tension, with consumer electronics facing a shortage of chips dedicated to memory, the cost of which has jumped in recent months.

At the end of June, Apple raised the prices of its Macs, iPads and accessories from $30 to $300, sparing the iPhone for the time being. A month later, Tim Cook judged that it was "too early" to analyze the effect on sales.

To allow John Ternus to concentrate on operations, Apple intends to rely further on Tim Cook. The latter will become executive president with the mission of managing political issues, one of his strengths, while sparing both the American and Chinese governments.

“It’s very well seen” on the part of the board of directors, greets Carolina Milanesi. For the analyst, this gives John Ternus time to "learn a new dance", that of a boss of a global giant, whose destiny is not only played out in development laboratories or Apple Stores.

© 2026 AFP

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