He can take Apple to a whole new level
Tim Cook’s time at Apple has come to an end, and he has left the organisation with a legacy: he made Apple a trillion-dollar company, increasing Apple’s market capitalisation by $33 million an hour on average. Cook was criticised by many for his lack of product innovation, and many have noted that he built on Jobs’ product innovations and did not have his own product inventions.
The criticisms might be very harsh, but it is the truth, as new products have been limited at Apple, and consumers seem to be buying Apple’s products based on the reputation of the brand rather than its new products.
The yearly launch of Apple’s iPhone and Macs is becoming pointless, and even loyal customers are getting fed up with this yearly product-release event. Ternus being appointed the CEO was not a coincidence but an obvious choice, as Apple needs someone who can invent new products and Ternus is the guy for new product innovations.
Ternus did renovate the Macs’ processors and build the so-called Apple Silicon. He developed the M4 series chip and got the company to move away from the old Intel chips, which were not compatible with the IOS operating system.
With a pay package of $54 million a year, Ternus must lead Apple into an era of product innovation, where hardware is a central focus rather than the race for AI. A race he might not win, because other companies such as OpenAI and Google are more advanced and ahead of Apple.
Ternus will need to focus on creating new, exciting products that let consumers see the next chapter or phase of Apple’s innovations. New markets need to be explored, such as the console market, which is calling for another competitor as Xbox cannot compete with PlayStation.
