John Ternus has barely been CEO of Apple for a fortnight, and he’s already caused quite the stir. Some of this is to be expected; Apple’s September event is barely in the rearview, and the dust has far from settled following the announcement of the long-awaited iPhone Duo.
Still, it’s one small interjection he made in a video interview with TechRadar and Tom’s Guide (see below) that tells me a lot about his relationship with the company he now governs.
In addition to discussing the new devices launched this week, we had the opportunity to ask Ternus about his views on AI, wearable tech and becoming CEO of one of the world’s largest and most eminent tech companies; plus, crucially, his view on innovation.
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When our Editor-at-Large, Lance Ulanoff, asked about his plans to reinvigorate the brand’s image when it comes to innovation, Ternus replied: “I don’t think we ever lost innovation.”
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Is it ever enough?
The unavoidable truth is that the “iPhone moment” is, perhaps, once in a generation; and there’s a lot more competition in the playing field now than there was back in 2007. That being said, it’s hard to argue that there’s been no innovation under Tim Cook’s tenure.
From Apple silicon chips (2021) and Touch ID (2013) to Face ID (2017) and the world’s first over-the-counter direct-to-consumer ECG in the Apple Watch Series 4 (2018), there’s been plenty to shout about — even though recent years have maybe been a little quieter, barring the Vision Pro… but that’s not much to write home about yet.
Of course, Ternus’ quick retort garnered some reactions nonetheless, with commenters across our TikTok and YouTube accounts arguing that true product-level innovation had been lost at Apple for many a year. So, what do you think?
Cook had a difficult job, without a shadow of a doubt: huge boots to fill in the wake of Steve Jobs’ passing, a grieving user base and fanbase, plus lofty expectations to steer the Apple ship through everything from a global pandemic to hardware supply chain chaos; and that’s just in recent years.
Apple’s still kicking, with a strong set of products, devoted audience and a seemingly optimistic future under Ternus’ leadership. Only time will tell what’s in store for this new era after the iPhone Duo.
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