John Ternus, who will succeed Tim Cook as Apple’s CEO in September, faces the challenge of reviving the product innovation culture that characterized the Steve Jobs era. Under Cook’s leadership since 2011, Apple’s annual revenue grew by over $300 billion and profits quadrupled, but the company hasn’t created a new product category that became part of daily life since the Apple Watch in 2015. Experts point to a loss of design talent, including Jony Ive joining OpenAI, and a shift from a product-first to a more operationally focused culture. Ternus, currently leading hardware engineering, is seen as a genuine product person who may need to restore design-driven decision-making and better integrate AI across devices. Analysts warn that if Apple fails to innovate, it risks losing its dominant position in consumer hardware as AI reshapes the industry.
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