Summary of Key Points
On September 1st, Tim Cook concluded his 15-year tenure as Apple's CEO and was succeeded by hardware engineer Steve Ternus. Although Apple has been criticized in recent years for its slow progress in AI (such as the delayed upgrade of Siri), Ternus' hardware background does not mean they are ignoring AI. Instead, it reflects Apple's core philosophy: the competition in AI has shifted from "which model is stronger" to "the ability to integrate models, hardware, systems, and ecosystems." What Apple needs is not just to supplement its AI technology but to integrate it into its existing ecosystem of 2.5 billion active devices, thereby maintaining the connection between users and the digital world. Ternus's experience in hardware engineering is crucial for this integration. This also continues Apple's tradition of choosing successors who can solve the company's next major challenges, rather than those who simply copy the previous CEO's approach.
1. Choosing a Hardware Engineer as Successor: Not Ignoring AI, but Integrating It into Products
Apple's issue is not a lack of AI models but how to truly integrate AI into users' daily experiences. For example, when using Siri, you not only want it to be intelligent (have a strong model) but also to understand the photos on your phone, enable you to send messages via WeChat, and protect your privacy—all of which require coordination with hardware (chip performance), software (iOS), and the ecosystem (apps). Apple's strength has always been in turning complex technologies into user-friendly products (such as the iPhone, which combined touch screens and mobile networks). Ternus, having worked on core hardware for the iPhone, Mac, and other devices, can integrate AI models, chips, devices, and systems, making AI a integral part of the product. The new generation of Siri can run locally on your phone (protecting your privacy) while also handling complex tasks through Apple's cloud services, which requires a deep integration of hardware and software.
2. Historical Perspective: Cook Wasn't "Steve Jobs II," but He Solved Apple's "Scale Problem"
When Steve Jobs stepped down in 2011, many wondered why they chose someone with operational experience like Tim Cook. By then, Apple already had a hit product like the iPhone, and the next challenge was to expand its market globally—this required a sophisticated supply chain and stable organizational management. Cook excelled in this area; within 15 years, Apple's market value grew from $350 billion to $4 trillion, and its revenue nearly quadrupled, with services like the App Store becoming a major source of revenue. The situation is similar today: in the AI era, Apple lacks the ability to turn AI technology into tangible, user-friendly experiences. Ternus's hardware background is well-suited to address this new challenge.
3. The Evolution of AI Competition: From "Model Wars" to "Gateway Wars"
In the past, AI competition focused on which model had the most parameters or was the most intelligent. Now, it's about who can become the gateway between users and the digital world. For example:
- Google integrates AI into the Android system, allowing users to perform tasks across apps without opening them.
- Meta is developing smart glasses to serve as 24/7 AI assistants.
- OpenAI has even acquired hardware companies to develop smart speakers, moving from software to hardware.
Apple's core assets—iPhone, iOS, and App Store—are the gateways for users to enter the digital world. If AI makes it possible for users to complete tasks without opening apps, Apple's position as a leader could be threatened. Ternus's hardware expertise can help Apple create the next generation of devices (such as glasses or headphones) that integrate AI and maintain this gateway.
4. Ternus' Challenges: More Than Just Hardware—Redefining "The Next Generation of Personal Devices"
Ternus's task is not to make phones thinner but to determine what users need in the AI era: smarter phones, glasses, headphones, or new wearable devices? Regardless, AI, chips, sensing technologies (cameras, microphones), systems, and ecosystems must all be integrated. Apple's Foundation Models framework allows developers to run AI models on its devices, which requires coordination between hardware (Apple Silicon chips) and software. He also needs to address global regulatory issues (such as the temporary limitations on Siri in China and the EU) and supply chain challenges. This is beyond the scope of a typical hardware engineer; he must prove that he can leverage all of Apple's strengths to create a game-changer, similar to the iPhone.
5. The Lesson for Companies in Choosing Successors: Focus on the Next Major Challenge, Not Shortcomings
Many companies focus on immediate issues when selecting successors—hiring sales experts for poor sales or tech experts for weak technology. But Apple doesn't follow this approach. Just because AI is a weak area doesn't mean they should hire an AI expert as CEO; the real issue is the inability to integrate AI into the product ecosystem. Before choosing a successor, companies should consider their next major challenge. In 2011, Apple needed scale, so they chose Cook; in 2026, they need to integrate AI with their products, so they chose Ternus. This shows that successors are meant to lead the company through its next phase of growth, not just to address immediate shortcomings.
Ternus's journey has just begun. His first product launch is scheduled for September 9th, but the real test will be whether he can help Apple redefine what personal computing devices mean in the AI era, just as Steve Jobs did with the iPhone. This will take time and cannot be determined by a single launch event.