Apple’s new CEO John Ternus is making it clear: he isn’t trying to follow in anyone’s footsteps. During recent media appearances promoting the latest MacBook Pro, he addressed questions about who he admires in leadership—and emphasized that Apple under his watch will stay product-first.
Learning Without Imitating
When asked which business leaders influence him, Ternus said he hasn’t specifically thought about emulating any. He described himself as taking lessons from people he’s worked with—including Steve Jobs, whom he met infrequently, and Tim Cook, with whom he has a much closer legacy. While Jobs shaped some of Apple’s DNA, Ternus says his own experience with Cook plays a larger part in how he leads today.
An AI Strategy Rooted in Usefulness, Not Hype
Ternus also addressed ongoing perceptions that Apple is lagging in AI compared to companies pushing chatbots and flashy features. He believes Apple is building the foundation for something more sustainable—products that make people’s lives better rather than showcasing AI for its own sake. In his view, success will come when people don’t even need to ask whether a product’s magic comes from traditional software or artificial intelligence—they just enjoy the experience.
Facing Regulation and Prioritizing Privacy
On the question of whether AI needs stricter regulation, Ternus stayed neutral. He emphasized that Apple is focused on safety, cybersecurity, and protecting user data. What matters most, he suggested, isn’t taking a public stance on regulation, but ensuring the company’s products are secure at every level.
Engineer First, CEO Second?
Even though being Apple CEO involves navigating complex political and business landscapes, Ternus isn’t straying from his engineering roots. He finds joy in product design and hardware, and isn’t looking to prioritize financials over function. Senior leaders at Apple praise that sensibility, saying Ternus has a natural gift for great products and that the company’s identity and culture—rooted in innovation and quality—won’t shift overnight under his leadership.
One early sign of a change: Ternus reportedly wants Apple releasing more products, and doing so more frequently. Still, with 25 years at Apple behind him, he already embodies much of the company’s long-held values.
What this means: Ternus isn’t trying to be Steve Jobs 2.0 or replicate Tim Cook’s playbook. He’s staking his legacy on the things Apple has always done well—engineer-first thinking, thoughtful design, and functional innovation—and on delivering AI that enhances without distracting. It’s a path that could define Apple’s next decade: one less about showmanship, more about substance. What to watch: how these vision and values translate into new products, development cadence, and where Apple stands in the AI arms race.
