Apple appointed John Ternus as CEO on 1 September local time. About a week after he takes office, a new iPhone launch event is scheduled for 2:00 a.m. on 10 September, with the release of a foldable iPhone drawing attention.
Apple appointed John Ternus, its senior vice president of hardware engineering, as CEO on 1 September local time. Just over a week after his appointment, a new iPhone launch event is scheduled for 2:00 a.m. JST on 10 September. Cook Tim is expected to leave the CEO position and become chairman, while Ternus John will assume operational leadership.
During Cook Tim's tenure, Apple grew to a market capitalization of more than $4 trillion and developed a broad range of products, including the iPhone, Apple Watch, AirPods and Vision Pro, as well as its services business. Ternus John, however, faces challenges including a global RAM shortage, intensifying smartphone competition and Apple's lag in the AI race.
Ternus John has led hardware development for 25 years since joining the company. The launch of a foldable iPhone could become a new focus for the market, while analysts say strengthening AI capabilities and responding to higher component costs will be key priorities. Some also believe the device could have a major impact on the company's strategy, depending on its price range and the level of adoption of foldable devices.
Market research firms expect the foldable smartphone market to grow, although some forecast that actual shipments will remain at around 3% of the overall market. The next test for Ternus John will be how he balances pricing, shaped by the effects of AI and memory shortages, with a device-centered strategy.