Subtle Launch of the New MacBook Pro
This week’s understated presentation of the new MacBook Pro was matched only by its presenter, Apple’s new CEO, John Ternus. Taking to a modest stage at an events space in Los Angeles, Ternus greeted the audience without any fanfare and promptly played a video showcasing the first Mac with a touchscreen. He then encouraged a select group of journalists and creators to explore the new laptop and its impressive demonstrations, which featured music producers, filmmakers, photographers, and fashion designers using the device. At 51, Ternus is among the younger executives at Apple, having only assumed the CEO role less than two months ago. However, this launch and a series of recent announcements have made one thing abundantly clear: with this “new hire” (if one can call a 25-year Apple veteran “new”), the focus remains firmly on the products themselves. Perhaps unsurprisingly, the highlight of the event came when Ternus revealed the return of the illuminated Apple logo, symbolising that in the age of AI, Apple is asserting that hardware still reigns supreme.
Understanding the New CEO
Shortly after the presentation, I had the opportunity to sit down with Ternus for the second time within two days. Steve Jobs used to grant me interviews following his famous keynote addresses, but while Ternus is not Jobs, he certainly has his own unique story. I first met Ternus in 2015 during a visit to the Input Design Lab at Apple’s Cupertino headquarters. At that time, he had risen to the position of Vice President of Mac, iPad, Ecosystem, and Audio Engineering, and I found him to be both approachable and knowledgeable. His early career included four years at a virtual reality firm, but he has been with Apple ever since. The angle of my piece back then focused on how this relatively unknown executive undertook a Javert-like investigation to solve a peculiar sound issue with a redesigned mouse.
This attention to detail is a legacy of Jobs’ perfectionism, which Tim Cook has continued to uphold as the next CEO. Ternus recalls having only “a few interactions” with Jobs during their time together. “But I have always felt like a sort of disciple of Steve’s teachings,” Ternus remarked. “And being able to work closely with Tim has been a tremendous opportunity.” So far, Ternus has been distinguished by his product expertise. “John has a remarkable instinct for great products, which is what defines Apple,” stated Greg Joswiak, Apple’s senior vice president of worldwide marketing and a 40-year veteran of the company. “That is not something that can be taught.” In some respects, Ternus’s rise mirrors that of Microsoft’s Satya Nadella, another lifelong veteran who ascended to the highest role. However, while Nadella was tasked with fixing a struggling organisation, Apple has enjoyed a prosperous trajectory for decades. Ternus is clearly positioned as a continuity driver, a key term in his selection that explains why Tim Cook and the rest of Apple’s board felt so comfortable with the decision.
Commitment to Continuity
The extent of Ternus’s deep understanding of Apple was evident when I inquired about his views on what it means to be a business leader. When asked which CEOs outside of Apple he admired, he appeared momentarily lost for words. “To be honest, I haven’t really thought about it,” he admitted. I then asked if any business books had influenced him. “Not particularly,” he replied. “Of course, I’ve read books, but there’s so much to learn from the people I have the chance to work with.” In fact, whenever I pressed Ternus on the legacy he wishes to leave at Apple, he sidestepped the question and emphasised how he aims to maintain Apple’s commitment to internal collaboration.
A pivotal collaborator for Ternus will likely be Johny Srouji, the architect behind the company’s custom chips, a project that has driven much of Apple’s innovation over the past decade. Srouji anticipates an even closer working relationship, as Apple has merged its hardware engineering and technology departments under Srouji’s leadership, who in turn reports to Ternus. “John is going to be a fantastic CEO,” he remarked. “At his core, he is a product person, but Apple’s secret weapon is its DNA, its culture, and that is not going to change. Remember, John has been here for 25 years. It’s not like he’s coming in and everything is going to be different.”
The Challenges Ahead
Being the CEO of Apple encompasses much more than just product management; there is a sprawling $100 billion services business, extensive infrastructure, and the complexities of managing a colossal corporation. When I asked Ternus how he feels about taking on such a wide-ranging portfolio, he reflected, “One of the incredible privileges of this job is the opportunity to learn so many new things. I’ve been learning and will continue to do so, delving into various areas. But, you know, I love products. I’m incredibly passionate about them.”
Whether we like it or not, the CEO of a $4 trillion company must engage in politics and strategising. It has been widely reported that Cook will continue to play a significant role in Apple’s high-level strategic functions as executive chairman. Ternus suggests that the reality is more nuanced. “Tim is available to help in any way I ask, and it’s fantastic to have him in that role,” he stated. “It’s evident that he has a plethora of relationships he’s built over the years, and of course, I’m also establishing new connections in this position.” One relationship still pending is with the president; Ternus has yet to meet Donald Trump.
Navigating Technological Change
Moreover, there is the factor that could fundamentally alter how Apple has run its business for the past 50 years. Ternus assumes the helm of the company during what could be the most significant technological shift in history. I suggested to him that history might judge him by his approach to AI. I outlined a couple of prevailing narratives regarding Apple: one is that the company has been hindered by its inability to develop its AI product, Siri, which even after an update, remains in recovery mode; the other is that Apple has wisely sidestepped the high costs associated with developing cutting-edge models, and that its strategy of organically integrating AI into its products, with a focus on privacy, will pay dividends in the long run.
“Everyone has their opinion; I really like where we are,” he remarked. “I hope people recognise that our work is about creating incredible products that enhance their lives. We will certainly leverage AI to achieve that. We don’t want to incorporate AI just for the sake of it. When we do it right, people won’t have to question whether it was AI or more traditional software that made this happen. What matters is: have we created something they truly love?”
The Human Element in Innovation
This suggests that AI, no matter how powerful, will ultimately become a “normal” technology, seamlessly integrated into our current ecosystem of devices. Another perspective holds that AI is an apocalyptic disruptive force that could dismantle the existing ecosystem. According to that view, all of those fantastic applications offered by Apple could be overshadowed by AI agents acting on prompts or even autonomously. Ternus does not subscribe to that scenario. “I suppose that could make our lives much easier, but product creation is a deeply human and personal endeavour—something we love to do,” he explained.
When I asked whether he supported AI regulation, he replied, “We all read the news and consider it from a cybersecurity standpoint; it’s clear that these models are capable of doing remarkable things. Our goal is to ensure our products are safe and reliable, and to protect user information.”
His evasive response suggests that he may well be on the path to mastering political communication. Yet, politics will never be the focal point for John Ternus. He is, and likely will always be, the CEO “dedicated to products.” Before concluding our conversation, Ternus posed a question to me: “What did you think of the logo?”