Big Take Apple’s New CEO
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Apr 24, 2026 
Mark Gurman, Bloomberg technology reporter and Apple specialist, reflects on Tim Cook’s legacy and John Ternus’s rise from product-design lead to CEO. He maps Ternus’s hardware-first focus, a $599 MacBook Neo gateway strategy, bold AI-centric product bets, and a potential durable foldable iPhone as an early defining launch.
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Apple Needs A New-Type Product CEO
- Apple is at an inflection point needing a leader to push new product categories, not just execute existing roadmaps.
- Mark Gurman says John Ternus was chosen because hardware engineering leadership fits the push for entirely new devices and experiences.
Ternus Proved Himself With Durable Design And iPhone 12
- John Ternus built his reputation on durable, high-quality hardware from the original iPad through Mac and AirPods development.
- Gurman highlights Ternus delivering iPhone 12 during COVID as a defining success that proved his product leadership.
Ternus Will Focus On Product And AI Not Operations
- As CEO Ternus will focus on product, hardware engineering, silicon, and AI while delegating supply chain and operations.
- Gurman expects Apple to keep separate leaders for COO, CFO, procurement and sales so Ternus can dive into R&D.