Can John Ternus Break Apple Out of the iPhone Comfort Zone?

John Ternus stepping onto Apple’s helm may be a turning point in the way the world’s most valuable technology company looks at innovation. Whereas Tim Cook’s job was related to running things and mastering the supply chain, the Ternus is from a product and hardware engineering background.

He’s been through the transition to Apple Silicon with Apple, has been a part of the process of transforming the Apple iPad, AirPods and iPhone product lines, and has significant expertise in key product launches and changes throughout the history of the Mac. This expertise qualifies him for influencing Apple to take a brave step forward with fresh new categories, without entirely giving up on the iPhone.

View this post on Instagram

A post shared by Al Jazeera English (@aljazeeraenglish)

iPhone Is Not the Problem

There’s no fever in the transformation of Apple out of the iPhone comfort zone, but there is in making the changes that are not detrimental to the business backbone, which is the iPhone. The iPhone earns a lot of money and is the hub of the Applebelt of other services, accessories and software.

The goal for Ternus is to redefine, not supplant the smartphone. Mobile devices such as foldables may offer Apple ways to refresh a category in an era where it has become a mature market and ways to motivate upgrades.

Searching for the Next Big Product

Whether Apple can make it fly to the mainstream part of the technology spectrum will be the larger test. But, spatial computing is one potential solution and products like Vision Pro are just not yet as easy and convenient as they could be depending on the weight, cost and battery life these devices would need to reach the market.

Ternus has an engineering background, which might help solve those issues. If Apple can make this weight-loss technology available to consumers for a cheaper and more convenient to use price, it could transition from a niche product to a mass consumer platform.

The same goes for smart-home technology, wearables and robotics. The drastic shift toward a less intrusive computing environment may become more possible here, where Apple can focus more on how things work for the user instead of her constant interaction with traditional computer screens.

AI Could Decide Ternus’s Legacy

AI and software might actually be Apple’s biggest issue, since it’s been trying to create significant AI agents as well as a truly useful Siri.

Development of hardware and software needs to be coordinated at Ternus. Impressive engineering alone won’t make a new device an essential unless it also provides compelling AI-powered experiences.

While Apple Silicon has the potential to give Apple an edge in this transition, it currently needs to be developed. Local execution of more AI functions with powerful custom chips can deliver improved private, faster experiences and decrease reliance on cloud platforms.

Can Ternus Deliver?

Ternus also has the technical resources to go beyond the “replacing parts” approach in the annual upgrades. The real opportunity he may have is not being the last of the iPhone, though it is a good bet, but creating an ecosystem much greater than the iPhone itself.

With some great hardware and software and a bit of good AI, Apple may be about to be in a new era of computing.

FAQs