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

Apple is entering a new chapter under incoming CEO John Ternus, a longtime hardware executive who has shaped the company's most iconic devices since joining in 2001. Ternus, who contributed to AirPods, Apple Watch, and Vision Pro, will take over later this year from Tim Cook, who grew Apple into a $4 trillion powerhouse. Unlike Cook's services-focused tenure, Ternus's appointment signals a pivot back to hardware innovation, with AI embedded at the device level rather than competing on massive models. Speculation includes smart glasses, AI-enhanced AirPods, and a wearable camera pendant, all tethered to the iPhone and powered by Siri. The long-rumored foldable iPhone is reportedly set for a September launch under Ternus's oversight, and he is also expected to push forward on home robotics—a personal interest dating back to college, where he built a device for quadriplegics to control a mechanical arm. Concepts include a tabletop robotic display and mobile robots for simple tasks, though humanoid models remain years away.

However, Ternus faces significant headwinds. Ongoing memory chip shortages, shifting U.S. tariff policies under President Trump, and Apple's heavy reliance on Chinese manufacturing (80% of iPhones produced there before tariffs) create supply chain uncertainty. Apple has begun diversifying production, making about 25% of iPhones in India last year, according to Bloomberg. Ternus will need to navigate these challenges while delivering on ambitious hardware-AI products that define Apple's next era. His deep engineering background and hands-on approach may help, but the road ahead is fraught with complexity.