What next for Apple as Tim Cook steps down after 15 years ...Middle East

Apple chief executive Tim Cook is stepping down from the job that he inherited from the late Steve Jobs, after nearly 15 years at the helm.

Cook, 65, saw the US company’s market value rocket by more than 3.6 trillion dollars during an iPhone-fuelled era of prosperity.

Apple announced that its head of hardware engineering, John Ternus, will take over the role on 1 September, and that Cook will stay on as executive chairman.

“It has been the greatest privilege of my life to be the CEO of Apple and to have been trusted to lead such an extraordinary company,” Cook said in a statement.

“I love Apple with all of my being, and I am so grateful to have had the opportunity to work with a team of such ingenious, innovative, creative, and deeply caring people.”

Facing the challenge of AI

Ternus, who joined Apple in 2001, has played a central role in reviving products such as the Mac, and has also been involved in shaping key products such as iPads and AirPods.

The announcement comes as artificial intelligence causes major upheaval within the industry.

After years on top of the most-valuable company scoreboard, Apple has lost its crown to AI chipmaker Nvidia.

Integrating ⁠AI into the iPhone – the most successful consumer product in history – may be Ternus’ hardest challenge.

Despite introducing Siri, a form of AI, in 2011, Apple has not yet scored a hardware or software product hit centered on new AI technologies, at a time when OpenAI’s ChatGPT have attracted ​hundreds of millions of ⁠users.

In January, Apple struck a deal with longtime rival in smartphones, Alphabet’s Google, to use Google’s Gemini in an effort to improve Siri.

“I expect his biggest challenge and efforts will be focused on getting a better AI story and offering together that relies more on Apple’s own capabilities and less on third parties,” Bob O’Donnell, head of tech consulting firm TECHnalysis Research, told Reuters.

Focus on products

John Ternus will bring decades of experience as a hardware engineer who has spent his career building the case that the best defence is a better device.

Ternus, who ​worked under Jobs early in his Apple career, promised on Monday to keep leading the “values and vision that have come to define this special ‌place for half a century.”

He has overseen some of Apple’s most ⁠consequential hardware, from the iPad to AirPods, and more recently introduced the ultra-thin iPhone Air and the MacBook Neo.

In a 2023 interview with Reuters about new Apple products made with recycled materials, Ternus revealed a detailed grasp ‌of not only how Apple’s new products were built but how their supply chains could be ‌ramped up to include more recycled materials across Apple’s lineup.

“We never think about shipping a technology,” he said in a recent interview about AI with tech review site Tom’s Guide.

“We always think about how can we leverage technology to ship amazing products.”

Analysts say Ternus is widely respected at Apple and enjoys a strong backing across ranks. “Everyone loves him at Apple. All the execs I know speak very highly of him,” said Ben Bajarin, an analyst at Creative Strategies.

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