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

As Apple races to stay competitive in AI while navigating tariffs and supply chain uncertainty, the company’s future is about to shift under new leadership.

Apple announced that John Ternus will take over as CEO later this year, succeeding Tim Cook. Cook transformed Apple into a $4 trillion global powerhouse, expanded its services business, and oversaw some of the most profitable years in tech history.

Ternus brings a different kind of skillset. A longtime hardware executive, he has spent his career building Apple’s devices rather than managing the broader business. He joined Apple in 2001 and rose through the ranks of hardware engineering, contributing to major products including AirPods, the Apple Watch, and Vision Pro.

His appointment signals a renewed focus on hardware at a moment when Apple is under pressure to define its next era. Ternus will now help determine what that looks like.

Hardware with AI at the center

Rather than trying to compete head-on with companies building the biggest AI models, Ternus may push Apple to focus on AI-powered devices themselves — whether that’s the one in your hand, something you wear, or something that lives in your home.

There is already significant speculation about what Apple could launch next. Ideas include smart glasses, a wearable pendant with a built-in camera, and AirPods with AI features. According to Bloomberg, these products would connect to the iPhone, with Siri playing a major role.

Image Credits: Apple

Ternus is also expected to push forward on products that have been stuck in limbo. Foldable iPhones are an obvious example. Rumored for years, they have yet to materialize as Apple has taken a slower approach than competitors, waiting until the technology meets its standards. Reports say a foldable iPhone will arrive in September, meaning Ternus will oversee the launch.

Apple has also reportedly been exploring robotics, particularly for the home. One concept includes a tabletop device with a robotic arm attached to a display — essentially a smart assistant that can move and turn toward you. This aligns with Ternus’s long-standing interest in robotics. In college, he built a device that allowed quadriplegics to control a mechanical feeding arm using head movements, according to the New York Times.

There are also ideas for mobile robots that could follow users around, handle simple tasks, or act like a moving FaceTime screen. Some reports mention experiments with humanoid robots, though those are likely years away.

While none of these initiatives are guaranteed to reach market, they offer a clear sense of where Apple’s thinking may be headed under Ternus.

Supply chain and geopolitical pressures

Apple’s hardware ambitions come at a complicated time. Ongoing memory chip shortages, President Trump’s frequently shifting tariff policies, and the company’s reliance on Chinese manufacturing could create challenges.

Roughly 80% of iPhones were produced in China before the tariffs. The company has recently pivoted to India, making about 25% of its iPhones in the country last year, according to Bloomberg.