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

As Apple struggles to stay competitive in artificial intelligence while navigating tariffs and supply chain uncertainty, the company’s future is set to change under new leadership.

On Monday, Apple announced that John Ternus will take over as CEO later this year, succeeding Tim Cook.

Cook turned Apple into a $4 trillion global powerhouse, expanded its services and oversaw some of the most profitable years in tech history. Ternus brings a different kind of skill. A longtime hardware executive, he has spent his career building Apple’s devices rather than managing the broader business.

Ternus joined Apple in 2001 and rose through the ranks of hardware engineering. Along the way, he’s contributed to some of the company’s biggest products, including AirPods, the Apple Watch, and the Vision Pro.

His appointment signals a renewed focus on hardware at a time when Apple is under pressure to define its next era. Ternus will now help you determine what it looks like.

Material with AI at the center

Instead of trying to compete head-on with the companies that make the biggest AI models, Ternus can push Apple to focus on the AI-powered devices themselves, whether it’s in your hand, something you wear, or something that lives in your home.

There is already a lot of speculation about what Apple could release next. Ideas floating around include smart glasses, a wearable locket with a built-in camera, and even AirPods with AI features. According to Bloombergthe idea is that all of these products will connect to the iPhone, with Siri playing a major role.

Ternus is also expected to promote vacuum stuck products. Foldable iPhones are the obvious example. They’ve been rumored for years, and while competitors have already moved on, Apple has taken a slower approach, waiting for the technology to live up to its standards. Reports say it will arrive in September, which means Ternus will oversee the launch.

Apple is also reportedly exploring robotics, particularly for the home. One idea involves a tabletop device with a robotic arm attached to a screen, essentially a smart assistant that can move and turn towards you. In particular, this is consistent with Ternus’ long-standing interest in robotics. In college, he built a device that allowed quadriplegics to control a mechanical feeding arm using head movements, according to the New York Times.

There are also ideas for mobile robots that could follow you, handle simple tasks, or act as an animated FaceTime screen. Some reports even mention experiments with humanoid robots, though those are likely years away.

While none of these are guaranteed to happen, they give a pretty clear sense of where Apple’s thinking might be going.

However, ongoing memory chip shortages, President Trump’s frequently changing tariff policies and the company’s reliance on Chinese manufacturing could create a tough time ahead. About 80% of iPhones were made in China before the tariffs. The company has recently turned to India, making about 25 percent of its iPhones in the country last year, according to Bloomberg.