What's Next for Apple with a New CEO
After CEO Tim Cook's dream run, his successor has a tough, megasize act to follow.
When the boss of a company with a $4 trillion market value steps down, investors tend to sit up and take notice. That's why Apple (AAPL) shares dipped temporarily when the firm announced in April that after 15 years, chief executive Tim Cook was moving to a new role in September. His replacement, John Ternus, is a 25-year Apple veteran who now leads the company's hardware engineering division.
Ternus has big shoes to fill. Under Cook, Apple quadrupled its sales, its stock climbed more than a cumulative 2,300%, and its market value increased 10-fold. Cook presided over two product launches — the Apple Watch and AirPods — that now each pull in $10 billion in sales a year. And he successfully negotiated with Trump for tariff exemptions for Apple products.
His signature accomplishment, however, was operational: He streamlined the company's global supply chain, creating a geographically diverse production system across Asia that drastically reduced the time Apple holds its parts in inventory, among other things.
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Still, there's much to commend the new guy. For starters, Ternus, a near-lifer at the firm, has played a role in the development of nearly every major Apple product over the past two decades. Analyst Mark Newman, of investment firm Bernstein, says Ternus “has owned the product slate most investors care about — iPhone, iPad and AirPods.”
Apple's board said Ternus's appointment followed a “thoughtful” planning process. It tapped him over better-known senior managers, who arguably were more on display (they made more appearances at the company's events). But they are all in their early sixties, only a bit younger than the 65-year-old Cook.
At 51, Ternus's relative youth stands out. Word is he's a well-respected, well-liked executive with a steady management style akin to his predecessor. He's also all-in on Apple's secretive culture. On a recent call with analysts, he said, “We have an incredible road map ahead. And you're not going to get me to talk about the details of that road map.”
Apple's AI challenge
Ternus earned his bona fides in hardware, but his biggest test will be a software challenge: Artificial intelligence.
Apple has so far opted out of being a hyperscaler like Meta (META), Microsoft (MSFT) and Google (GOOG), all of which are spending hundreds of billions a year to build up their AI capability. Instead, the company has partnered with Google to power its AI solutions. That has enabled Apple to safeguard its hefty cash flow and to continue buying back its stock aggressively.
But critics say Apple has failed to deliver on a number of promised enhancements to Siri, the built-in AI feature in its devices. And that has made Apple's AI plan unpopular with some investors. “Apple Intelligence is a country mile from the ‘wow' experience that was promised,” says Matt Britzman, an analyst with the U.K.-based investment firm Hargreaves Lansdown. Laura Martin, an analyst with investment firm Needham, is no fan either. The company's “lagging AI integrations appear tone-deaf and could have existential risks,” she says.
That said, Ternus could be just what the company needs right now. “We expect him to execute new ideas faster, take on more risk, and drive higher internal accountability,” Martin adds.
A CEO switch can be perilous for a company's stock, particularly if the outgoing chief has been a big success. But Oxford University's Said Business School found that if a new CEO presents their strategy in their first 100 days, company shares tend to move up, albeit by a slim average of 5.3%.
We, along with the estimated millions of Apple shareholders, will be watching.
Note: This item first appeared in Kiplinger Personal Finance Magazine, a monthly, trustworthy source of advice and guidance. Subscribe to help you make more money and keep more of the money you make here.
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