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

As Apple struggles to remain competitive in the AI ​​space while navigating tariffs and supply chain uncertainty, the company’s future is about to change under new leadership.

Apple announced Monday that John Tarnas will replace Tim Cook as CEO later this year.

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

Ternus joined Apple in 2001 and rose through the ranks in hardware engineering. Along the way, he has contributed to some of the company’s biggest products, including AirPods, Apple Watch, and 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 help you decide what that looks like.

AI-centered hardware

Rather than trying to compete head-on with the companies building the biggest AI models, Ternus could encourage Apple to focus on the AI-powered devices themselves: the things you hold in your hands, wear, and in your home.

There’s already a lot of speculation about what Apple will release next. Ideas include smart glasses, wearable pendants with built-in cameras, and even AirPods with AI capabilities. According to Bloomberg, the idea is that all these products will be connected to the iPhone, with Siri playing a key role.

Ternus is also expected to advance the development of stalled products. The foldable iPhone is a clear example. They’ve been rumored for years, and while competitors have already moved on, Apple is taking a slower approach, waiting until its technology meets standards. It is reportedly scheduled to arrive in September, meaning Ternas will oversee the launch.

Apple is also reportedly researching robotics specifically for the home. One concept is a tabletop device with a robotic arm attached to a display, essentially a smart assistant that can move and turn. Remarkably, this coincides with Ternus’ long-standing interest in robotics. As reported by the New York Times, during his college years he built a device that allowed quadriplegics to use head movements to control a mechanical feeding arm.

There are also ideas for mobile robots that could follow users, handle simple tasks, or act like a moving FaceTime screen. Some reports mention experiments with humanoid robots, but that is probably years away.

None of this is guaranteed to happen, but it’s a pretty clear indication of where Apple’s thinking is going.

However, continued memory chip shortages, President Trump’s frequent changes in tariff policy, and the company’s dependence on Chinese manufacturing could mean tough times ahead. Before the tariffs, about 80% of iPhones were made in China. The company recently moved to India, where it manufactured about 25% of its iPhones last year, according to Bloomberg.