Mr. Ternus will succeed Mr. Tim Cook as the tech giant strives to transform itself in the face of the powerful waves of industry change driven by artificial intelligence (AI). According to Apple's announcement, Tim Cook will move to the position of Executive Chairman of the corporation.
At age 50, Ternus took over as CEO at the same age as Tim Cook, inheriting the role from co-founder Steve Jobs. Joining Apple in 2001, Ternus was a quiet but persistent figure behind the innovation of many product lines. He played a key role in boosting sales of the Mac line, helping it gain market share from other personal computer competitors.
Under his leadership in hardware, Apple has produced globally popular products such as the iPad tablet and AirPods headphones. Most recently, last fall, he introduced the iPhone Air line – the biggest overhaul of the phone line since 2017. He also helped differentiate Apple's product lines by introducing "Pro" models for Macs and iPhones to push the boundaries of technology and price to new heights, while still maintaining affordable lines like the MacBook Neo and iPhone "e".
The most important task for new CEO John Ternus is to lead Apple through a technology landscape disrupted by AI, especially after the company lost its position as the world's most valuable company to Nvidia.
Apple is facing fierce competition from Nvidia in the personal computer market and from Meta with its more competitively priced augmented reality headsets compared to the Vision Pro. Gil Luria, CEO of DA Davidson & Co., commented: "Ternus's promotion shows the company will focus on new hardware devices such as foldable phones, glasses, and augmented reality devices..."
The biggest challenge for Ternus is probably how to integrate AI into the iPhone and the company's entire ecosystem. Earlier this year, Apple signed an agreement with longtime rival Google to use Gemini technology to improve its Siri virtual assistant.
As for Tim Cook, he is stepping down as CEO after a period of historic growth during which Apple's stock price has increased 20-fold since August 2011. From September 1st, Tim Cook will become Apple's Executive Chairman, replacing Arthur Levinson, who has held the position for the past 15 years.
Source: https://congluan.vn/apple-bo-nhiem-ceo-moi-john-ternus-thay-tim-cook-10338898.html
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