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

With hardware veteran John Ternus set to take the helm, Apple signals a renewed focus on devices over services. | Contesto: cronaca

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

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Apple is poised to shift its strategic focus back to hardware with the appointment of John Ternus as its next chief executive officer, according to sources familiar with the company’s succession plans. Ternus, a longtime Apple executive known for overseeing the development of the Mac and iPad lines, is expected to take over from Tim Cook in the coming months, marking a significant change in direction for the Cupertino-based technology giant. The move suggests that Apple may be placing devices at the center of its strategy once again, after years of emphasizing services and subscription revenue. Ternus’s background is deeply rooted in hardware engineering. He joined Apple in 2001 and rose through the ranks to become senior vice president of hardware engineering, a role in which he led the teams responsible for the transition to Apple Silicon chips and the design of recent MacBook Pro and iPad Pro models. His promotion to CEO is widely seen as a signal that the company intends to double down on its core product lines, rather than continuing to pivot toward digital services such as Apple Music, iCloud, and the App Store. The shift comes at a time when Apple faces increasing competition in the hardware space, particularly from rivals like Samsung and Google in the smartphone and tablet markets. Ternus’s expertise in hardware design and manufacturing could help Apple maintain its premium positioning, especially as it explores new form factors such as augmented reality glasses and electric vehicles. Industry analysts note that his appointment may also reassure investors who have grown concerned about slowing growth in the services segment. Under Cook’s leadership, Apple’s services revenue grew to become a major profit driver, accounting for nearly a quarter of the company’s total sales. However, some critics have argued that the focus on services came at the expense of hardware innovation. Ternus, by contrast, is known for his hands-on approach to product development and his advocacy for pushing the boundaries of what Apple’s devices can do. His track record includes overseeing the launch of the M1 chip, which dramatically improved performance and battery life across...

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Categoria: cronaca