On Monday, Apple unexpectedly announced that Tim Cook would step down as CEO after nearly 15 years in the role. As of September 1, hardware SVP John Ternus will take over as the new Apple CEO - Tim Cook will become the executive chairman.

According to a new report by Mark Gurman from Bloomberg, John Ternus will adopt a more determined approach as CEO and will make decisions himself rather than leaving them to a broader group of executives.

Tim Cook has often taken a more passive approach to specific product decisions. As executive chairman, he is expected to have the final say in everything, but he generally prefers to leave decisions to other senior executives. From the content of the report:

“Ternus will make decisions regarding product development,” said a person who has worked closely with two executives. “If you go to Tim with ‘A’ or ‘B,’ he won’t choose. If he has concerns, he’ll ask a series of questions.”

On the other hand, Ternus will make choices, the person said, speaking on condition of anonymity. “It could be right or wrong, but at least it’s a decision.”

This change may signal the end of an era where major product decisions were made collectively by a small group of senior executives.

This mindset will become quite important as Apple prepares to enter new product categories and (hopefully) start competing in the consumer artificial intelligence space.

The report also states that Apple chose John Ternus because they believe he will “reinvent” Apple’s product lineup and provide “a sharper focus” on products. The MacBook Neo was the first real sign of this, and the report emphasizes that John Ternus encouraged the company to pursue this.

Additionally, it is noted that Ternus has been somewhat more cautious regarding major new hardware initiatives and appeared more ‘careful’ in the development of the Apple Vision Pro and the canceled Apple Car project:

The Vision Pro — long envisioned by Cook as a capstone product — failed after a decade of development and billions in investment. Apple also spent nearly $10 billion on the ultimately canceled autonomous vehicle project. In both cases, Ternus's instincts seem to be more cautious; he opposed these initiatives to varying degrees.

Assessment

I can’t help but think that Tim Cook’s passive approach to product decisions is the exact reason for the state of the Apple Vision Pro. Apple opted for the headset because it couldn’t develop an appealing AR glasses - but now that the headset isn’t selling well, the Vision Pro is left in a state of uncertainty that is both unappealing and will not be receiving a successor anytime soon.

Still, I am quite excited for John Ternus’s upcoming tenure as Apple CEO - especially if it means that there will be a true visionary at the helm making his own decisions. Will there be bad things? Maybe. But we can certainly say that Apple has been very cautious lately, and the MacBook Neo has turned out to be a great first product in Ternus’s hands.

What do you think about John Ternus serving as Apple CEO? Are you excited or concerned? Let us know in the comments.

My favorite Apple accessory recommendations:

  • Anker MagSafe/Qi2 Ultra Slim Battery Pack
  • AirPods Pro 3 (2x ANC compared to AirPods Pro 2!)
  • Anker Nano 45W Fast Charger with Smart Display
  • Anker 3-in-1 Prime 25W MagSafe Charging Stand
  • Logitech MX Master 4 Mouse for Mac
  • Satechi OntheGo 7-in-1 USB-C hub

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