Apple under Ternus: what comes next for the tech giant’s hardware strategy

Source: TechCrunch

As Apple races to stay competitive in AI while navigating tariffs and supply‑chain uncertainty, the company’s future is about to shift under new leadership.

On Monday, Apple announced that John Ternus will take over as CEO later this year, succeeding Tim Cook. Cook transformed Apple into a $4 trillion global powerhouse, expanded its services business, and oversaw some of the most profitable years in tech history.

Ternus brings a different kind of skillset. A longtime hardware executive, he has spent his career building Apple’s devices rather than managing the broader business. He joined Apple in 2001 and rose through the ranks of hardware engineering, contributing to major products such as AirPods, the Apple Watch, and Vision Pro. His appointment signals a renewed focus on hardware at a moment when Apple is under pressure to define its next era.

Image Credit: Apple

Hardware with AI at the center

AI‑powered device strategy

Rather than trying to compete head‑on with companies building the biggest AI models, Ternus may push Apple to focus on AI‑powered devices themselves—whether in your hand, on your wrist, or in your home. There’s already a lot of speculation about what Apple could launch next, including smart glasses, a wearable pendant with a built‑in camera, and even AirPods with AI features. According to Bloomberg, these products would connect to the iPhone, with Siri playing a major role.

Foldable iPhone

Ternus is also expected to push forward on products that have been stuck in limbo. Foldable iPhones have been rumored for years, and while competitors have already moved ahead, Apple has taken a slower approach, waiting until the technology meets its standards. Recent reports say a foldable iPhone could arrive in September, meaning Ternus will be overseeing the launch.

Robotics and home assistants

Apple has reportedly been exploring robotics for the home. One concept includes a tabletop device with a robotic arm attached to a display—a smart assistant that can move and turn toward you. This aligns with Ternus’s long‑standing interest in robotics; in college he built a device that allowed quadriplegics to control a mechanical feeding arm using head movements, as reported by the New York Times.

There are also ideas for mobile robots that could follow you around, handle simple tasks, or act like a moving FaceTime screen. Some reports mention experiments with humanoid robots, though those are likely years away.

Supply‑chain challenges

Ongoing memory‑chip shortages, shifting tariff policies, and Apple’s reliance on Chinese manufacturing could create a challenging period ahead. Roughly 80 % of iPhones were produced in China before the tariffs. The company recently pivoted to India, making about 25 % of its iPhones there last year, according to Bloomberg.