John Ternus, Apple’s new CEO, helmed the company’s annual showcase of new iPhones and other products on Wednesday. It was the first time the public got a feel for the executive, who is filling the shoes of Tim Cook and his predecessor, Steve Jobs, at the $4.5tn tech giant. The event kicked off with a video montage of characters describing the best way to start a movie, from a getaway scene to a close-up of woman revealing her true identity, before the well-known voice of Cook piped in.
That’s your opener.” “I want to take a moment to express what an extraordinary privilege it is to represent the remarkable teams here at Apple,” Ternus said. He has kept a low profile and is known for a calm manner and attention to detail. Ternus started at the company in 2001 and in 2013 became the vice-president of hardware engineering.
By 2021, he was heading the entire hardware department. In Apple tradition, Ternus, as the CEO, kicked off Wednesday’s keynote address and cued up the gadget reveals. Apple is expected to make big announcements at its “Surprise and Shine” event in Cupertino, California, including its first foldable phone and major upgrades to its iPhone and Apple Watch lines.
Jobs, Apple’s greatest showman, was known for his commanding stage presence, donning his black turtleneck and blue jeans uniform. When he debuted the first iPhone, he paced back and forth on the stage, drumming up suspense, then said: “Every once in a while, a revolutionary product comes along that changes everything.” The crowd went wild. Cook had a much calmer demeanor, often holding his hands as if clasped in prayer and repeating a similar mantra during Apple’s iPhone events: “We think you’re gonna love it,” and: “This is the best iPhone we’ve ever created.” Under Cook, Apple became a hardware juggernaut, and he turned the company into the world’s first trillion-dollar business.
Although he was not considered a visionary like Jobs, Cook was credited with the pragmatism that made Apple a lucrative success. When the company announced in April that Ternus was taking over from Cook, Ternus said he was “profoundly grateful” to “carry Apple’s mission forward”. Dipanjan Chatterjee, a principal analyst at Forrester, said that Ternus inheriting this legacy would be “both a boon and a burden for him”.
The new CEO will need to continue with Cook’s scale and monetization, he said, while also moving toward the future with new advancements in technology other than smartphones.
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