Tim Cook’s reign as Apple boss is coming to an end. The long-time leader of one of the world’s largest tech companies is stepping down on September 1 and installing the company’s hardware chief John Ternus as his replacement. A new Apple era is almost here.
Ternus has been at the company for around 25 years, so we’ve had plenty of time to get acquainted with him. That hasn’t stopped fevered speculation surrounding what he might do to shape Apple in his own image. Yet there are plenty of ways that things will stay very much the same with this old hand at the wheel. If you’re curious to see what lies in store under Ternus’s watch, read on to learn five ways that Apple probably won’t change — and two ways that it might.
Hardware and software integration
Apple is world-famous for the way it controls the whole widget, to paraphrase Steve Jobs. The company makes its own hardware and software and integrates them together incredibly well. Could that change under Ternus’s leadership?
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Don’t bet the farm on it. Given that Ternus has been part of the Apple furniture for a quarter century, building hardware and software that work together impeccably is now part of his DNA. And while he might currently be the firm’s Senior Vice President of Hardware Engineering, he’s also played a role in much of Apple’s software. He strongly pushed for the creation of iPadOS, for example, and took on the role of “executive sponsor” for design in recent months, which unsurprisingly includes software. If you’re expecting him to break with Apple tradition when it comes to integration, you’ll be disappointed.
Emphasis on design
As executive sponsor for design, Ternus is becoming intimately attuned to the design situation at Apple. His role involves explaining current projects and sticking points to Apple’s board, requiring a deep understanding of how the cookie crumbles at a company defined by design.
According to Bloomberg, Ternus and Cook held a staff meeting after the CEO transition was announced. There, Ternus reportedly told employees: “We’re going to keep focusing on design, because design is core to what we do at Apple. Apple’s brought truly incredible design to more people than any company in history.”
What’s more, there’s no way Ternus could have ascended to the lofty heights that he has without a proven grasp of Apple’s design inclinations. With that being so, the likelihood of him suddenly rewriting the playbook in this area is next to zero.
Durability over repairability
In his role as head of Apple’s hardware, Ternus has been repeatedly questioned about the company’s policies on product repairability. And on this subject, he’s been clear that Apple prioritizes durability rather than repairability, with the logic being that a product that lasts a long time doesn’t need to be repaired.
Speaking to TechCrunch, Ternus explained: “Repairability in isolation is not always the best answer.” As he went on to describe, “The reality is repairability is a means to an end. The goal is to build products that last, and if you focus too much on [making every part repairable], you end up creating some unintended consequences that are worse for the consumer and worse for the planet.” One example could be a removable part that introduces a new point of failure, thereby negatively affecting the device’s longevity in the long run.
Given Ternus has long been responsible for setting Apple’s hardware priorities, you can expect this emphasis on durability over repairability to remain. Although he has insisted that “We want to make things more repairable,” the focus will continue to be on making long-lasting products that, with any luck, won’t need to be repaired during their lifespans.
Privacy and security
Steve Jobs liked to insist on user privacy, but it was under his successor Tim Cook that the company really made this a defining trait. Now that John Ternus is next in line, you might be questioning whether that commitment to privacy and security will endure.
The good news is that it almost certainly will. In the comments reported by Bloomberg, Ternus told Apple staff that he will continue to work on these efforts, with no change in policy on this front. As before, this shouldn’t come as much of a surprise – you don’t get as far within Apple as John Ternus has without believing in the program.
Environmental policy
In those same remarks cited by Bloomberg, another core Apple policy that Ternus pledged would not change is its stance on the environment. During Cook’s time in charge, Apple has made strenuous efforts in this area by reducing packaging and cutting emissions, so much so that Apple aims to ensure that both the company and its entire supply chain are carbon neutral by 2030.
Speaking to Apple employees, Ternus explained that: “there are some things that can never change and won’t change,” with action on the environment being one of them.
A renewed focus on hardware
Despite all those aspects that Ternus has promised will remain the same, there are a few areas where the new CEO might want to put his own stamp on affairs. Naturally, given his background, one of those could be a renewed focus on hardware. After all, Ternus has headed up Apple’s hardware division for many years now, so it seems reasonable to assume he’d bring plenty of that acumen to the table.
Tim Cook cut his teeth in operations and was not, by all accounts, a product person. John Ternus, though, most definitely is, and he’s been ultimately responsible for ensuring Apple’s physical products are up to scratch for years. With that in mind, we might see the company double down on hardware quality and innovation, which could be just what troubled devices like the Vision Pro need going into the future.
A drive into home tech
Before he got started in the world of work, Ternus studied mechanical engineering at the University of Pennsylvania. There, his senior project was a mechanical feeding arm designed for use by people with quadriplegia. I say this because it coincides nicely with a product that Apple is rumored to be working on: a smart home display that’s mounted on a robotic arm.
This device is just one of Apple’s mooted smart home products that are reportedly just around the corner. These devices were initiated under Tim Cook, but with Ternus heading up the company, we might see a new push into this arena. Given the parallels between his senior university project and at least one of Apple’s smart home devices, that could be a fitting change for Apple to embrace.
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