Who will take over Apple? An internal game for Cook's successor aims to showcase the AI vision

After years of Apple leadership with determination, Tim Cook is beginning to look for ways to gradually step down from the CEO role. At age 65, despite appearances of energy and accustomed to traveling to Asia, the executive expressed a desire to reduce his responsibilities to the higher management. According to reports from the New York Times, this revelation has initiated a broad-scale search process for a successor.

Where is Apple looking for Cook’s successor?

The board has been actively preparing for a succession plan since last year. Among several potential candidates, John Ternus stands out, a 50-year-old company veteran whose profile most closely resembles the situation from years past. When Cook took over after Steve Jobs, he was of a similar age – Ternus now represents a comparable point in Apple’s history.

Alongside Ternus, other internal management figures are also being considered:

• Craig Federighi, head of software
• Eddy Cue, overseeing services
• Greg Joswiak, responsible for global marketing
• Deirdre O’Brien, leading retail and human resources

John Ternus – engineer from the ground up

Ternus joined Apple in 2001 as an engineer involved in the development of Mac displays. His career path reflects a deep-rooted connection to the company’s technological DNA. In 2005, he led hardware engineering for the iMac, and since 2013, he has been managing the entire Mac and iPad operations.

His achievements include strategic decisions: in 2018, he proposed limiting LiDAR technology exclusively to iPhone Pro models, balancing innovation with cost efficiency. In recent years, he led the ultralight iPhone Air project and directed the transition of Macs from Intel processors to Apple’s custom chips. He has frequently traveled to Asia, negotiating directly with manufacturers and understanding the complex supply chain ecosystem.

Doubts about the new leader

However, Ternus’s potential nomination also raises concerns. He would be the first Apple CEO in three decades with a technical background focused on hardware. Critics point out that his reputation is more associated with “refining existing products” than with “breakthrough innovations.”

Moreover, his engineering-focused experience means less preparation for the political intricacies and broader responsibilities that come with the CEO position. The final decision will be made by the board, after which Cook is most likely to assume the role of chairman.

AI test – the biggest challenge

However, the real test for Apple’s new leader will be unequivocally related to AI. While competitors – Meta, Google, Microsoft – have already invested tens of billions of dollars into artificial intelligence, Apple has taken a more observational stance. The company has not yet implemented widespread AI integration into its flagship products.

The new leader will need not only to define an AI strategy for Apple but also to restore the company’s position as a leader in the era of technological transformation. This will be a task testing the strategic thinking skills of the future CEO – whether it is Ternus or someone from the remaining candidates.