Apple will be completely different under its new CEO.

John Ternus officially took over Apple with a new financial strategy and a focus on the AI ​​race, rather than just concentrating on returning cash to shareholders as was the case under Tim Cook.

New CEO John Ternus could change Apple a lot. Photo: NY Times .

The transfer of power at Apple marks a significant turning point in the history of the tech giant. Instead of prioritizing stock buybacks, John Ternus is directing funds towards research centers to seek new breakthroughs.

This strategy reflects the new CEO's ambition to redefine Apple's future. Analysts believe that under John Ternus, Apple will focus all its efforts on artificial intelligence and next-generation hardware infrastructure to build a solid foundation to protect its leading position.

Apple Park campus, California, USA. Photo: Sam Hall/Bloomberg .

New financial strategy

For over a decade under Tim Cook, Apple has become a "money-making machine," maximizing returns for investors. Since 2012, the company has spent more than $1 trillion on share buybacks and dividend payments.

However, when John Ternus takes over Apple, he will bring a breath of fresh air. The next CEO believes that Apple needs to retain more resources to confront modern technological challenges instead of just pleasing investors.

According to analyst Mark Gurman, Apple's cash flow is being drastically redirected. Instead of pouring tens of billions of dollars each quarter into driving up stock prices, Ternus is prioritizing acquiring promising startups and expanding internal production.

Apple's new CEO, John Tenus. Photo: Apple.

This marks a return to the "product-centric" philosophy that made Apple famous. The company's engineering teams have long awaited this change. They need massive budgets for bold experimental projects, from processor chips to new materials that were previously often cut back on to maximize profits.

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"The goal is no longer to pay out all the money to shareholders at all costs, but to ensure Apple has enough financial firepower to avoid being left behind in the technology race," Gurman analyzed.

Abandoning its old goals allowed Apple to accumulate a massive reserve of resources, paving the way for bolder moves. This facilitated large-scale mergers and acquisitions (M&A).

According to experts, focusing on reinvestment also helps Apple strengthen its self-sufficient supply chain. Ternus plans to spend heavily on developing its own components, reducing its reliance on third-party partners.

"This shift may cause short-term investors to worry about returns, but in the long term, it builds a solid foundation for Apple's survival in the post -smartphone era," the expert commented.

Artificial intelligence and hardware breakthroughs

John Ternus's top and most urgent priority is artificial intelligence (AI). This is seen as a direction Apple must master to avoid becoming a "second Nokia".

After falling behind its competitors, Apple under Ternus will strive to make AI the heart of every device. Siri will no longer be a simple virtual assistant, but a deeply integrated intelligent system. This system will be able to understand user context, automate complex tasks, and operate smoothly directly on the device without relying too heavily on the cloud.

Besides software, the hardware roadmap under Ternus also promises groundbreaking changes.

"Having risen through the ranks of hardware engineering, Ternus understands that design is the soul and the most important touchpoint with the customer," Gurman stated.

Ternus is pushing new and experimental products such as foldable iPhones and mixed reality glasses. Photo: Apple Insider.

Projects once considered far-fetched, such as foldable iPhones or augmented reality glasses, are now being accelerated in testing. The long-term goal is to create devices that can gradually replace the iPhone. Ternus wants to ensure that the next revolutionary device (the next big thing) bears the Apple logo.

"John Ternus is betting on transforming Apple from a profit-driven company into a leader in innovation once again," the expert emphasized.

To achieve this, Ternus faces the challenge of both human resources and company culture. He needs to maintain the balance between creativity and the operational discipline that Tim Cook has established.

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The biggest challenge for Ternus lies in his diplomatic skills. Tim Cook has built an incredibly complex network of political relationships and transnational supply chains, helping Apple navigate global trade wars.

The new CEO will have to quickly demonstrate his negotiating skills on the international stage. Balancing disruptive product innovation with supply chain stability will determine his standing.

Source: https://znews.vn/buoc-ngoat-cua-apple-duoi-thoi-tan-ceo-post1648802.html