My Take on The New Apple
In a Nutshell
Tim Cook steps down as Apple CEO in September, succeeded by hardware engineering VP John Ternus, who becomes the product-focused leader after years of executive turnover handing reins to younger talent like Johnny Srouji. Ternus's hardware team delivered hits like Apple silicon MacBook Pros, $599 Mac Mini, and MacBook Neo, signaling bolder swings ahead such as a folding iPhone, contrasting Tim Cook's investor-pleasing supply chain and services era. Optimism tempers concerns over Apple's risk aversion and safe, formulaic products, with hopes for innovative hardware and improved software like macOS Tahoe and Apple Intelligence.
These notes were generated by AI and may contain inaccuracies.
Apple is one of the biggest and most interesting companies in the world right now for what's going on behind the scenes. Apple's turnover has made headlines for the last week. Tim Cook is stepping down as CEO this year to be replaced by John Ternus. John Ternus starts in September as the new CEO of Apple, Inc. He was previously senior vice president of hardware engineering. The new chief of hardware will be Johnny Srouji, senior VP of hardware technologies, who leads Apple silicon and appears in chip lab segments at Apple keynotes. Tim Cook will become chairman of the board of directors.
Tim Cook stepped into the hardest job in tech: succeeding Steve Jobs. While no Steve Jobs, he used supply chain optimization and business expertise to grow Apple from a trillion-dollar to a four-trillion-dollar company over 15 years through different economies and political climates. Investors love him.
Number one question: What will change at Apple with Tim Cook stepping down? Huge companies are like massive boats with thousands paddling, so one person rarely changes direction dramatically. But recent Apple changes involve many high-level executives, leaders, and long-tenured 65+ year-old suite executives retiring and handing over to younger generation. Tim Cook, 65, is the last big domino in this orchestrated series. For more insight, watch Snazzy Quinn's video from a few months ago, which has aged well.
Takeaway: Coordinated oars changing direction simultaneously, steering the boat differently. Steve Jobs was a product guy, diving into product details as CEO. Tim Cook was not a product guy but successful with investors. In interview two years ago, Tim Cook seemed unfamiliar with Magic Mouse details:
The magic mouse, uh, it was also an incredible moment. the getting the ergonomics well done and uh was key >> with Magic Mouse. >> Yeah,
John Ternus, new CEO from VP of hardware engineering, is a product guy. Apple has paraded him in recent interviews preparing him for CEO spotlight. Interviewed him two years ago on iPhone materials, repairability vs. durability—nuanced stance.
Past couple years of Apple's hardware engineering: Last Johnny Ive-designed MacBook Pros (too thin, keyboard issues, overheating) are gone. Replaced by Apple silicon-powered MacBook Pros that are thicker with more battery and ports. $599 Mac Mini is one of the best deals in tech. MacBook Neo at $600 disrupts Windows laptop industry.
Apple events are now pre-recorded polished productions. At in-person invites to Apple Park, attendees watch the pre-recorded stream. At 9:57 before 10:00 a.m. event, CEO gives 3-minute intro. For MacBook Neo event, John Ternus did the intro (before CEO announcement), owning the project. Tim Cook not present. Word is they'll do this again in September for iPhone unveiling, even more likely now. Expect iPhone fold, which Ternus has spearheaded, with him hosting like Tim Cook did.
Hope Ternus and team continue big swings at interesting hardware: MacBook Pros, MacBook Neo, folding iPhone. Solid products under Tim Cook: Apple Watch, AirTags, Vision Pro big swing, AirPods most popular headphones on Earth. Shifted to services (iCloud, Apple TV, Apple Music, Apple Fitness) for recurring revenue from iPhone base—investors loved it.
Nervous point: Apple avoids failure extra hard, trying fewer things. Desired products Apple doesn't make: dedicated camera, smart home speaker with display (instead of HomePod), smart glasses, printer that doesn't suck. Every new Apple category feels like massive revolutionary thing, holding them back.
If Apple were a YouTuber, uploads every six months. Samsung and Google upload daily, grinding, trying new stuff—new video works great, flops whatever, try next day. Google has graveyard of dozens of failed products. Apple's flops ( Vision Pro, iPhone 16e, Apple Intelligence, AirPower) echo and are remembered, making them play safe under Tim Cook—products feel formulaic, parts-bin variations of each other. MacBook Neo positive example as parts-bin product.
New leadership and turnover suggest interesting hardware products returning. Need to step up software: macOS Tahoe, Liquid Glass, Apple Intelligence, Siri. If they nail both, could be special. Bookmark this video for 5-10 years to check if it aged well—or in 2031, send to show how wrong.
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