Tim Cook Built the Apple Empire. What's Next for His Successor?

“John Ternes will take over as CEO of Apple on September 1st. He's been at the company for 25 years. John Ternes is a 50-year-old hardware engineer, mechanical engineer by training. He's been with Apple since 2001. He's an Apple lifer. Four years after he graduated, he came to Apple and steadily rose up the ranks. He's central casting for corporate CEO, just to look at the guy, tall, thin, good looking.”

“When he took over, this was a company that was worth $300 billion. As of today, it's worth $4 trillion, which is a monumental increase in market capitalization. Well, I mean, gosh, the hardest thing for him is how do you increase value for a company that's already trading at $4 trillion? Stepping into the shoes of these two predecessors is got to be tough.”

“One area Apple has also lagged in is artificial intelligence. While other tech giants like Google and Facebook have spent billions of dollars building AI models, Apple hasn't. Siri, you know, look at the modern chatbots. They are, if they are human, then Siri's a Neanderthal. She's pretty, yeah, not very smart. And they're trying to update that, but they're playing from behind.”

“The other thing that presents challenges for Apple, their commitment to privacy. Apple has a ton of personal data on its users, but company policy prohibits them from using it. And you talk to people inside Apple, that's actually frustrating for them, because there's a lot of stuff they'd like to be able to do, but they don't have access, right? Your stuff's encrypted, they have to jump through lots of hoops to get permission to do anything with data, to train a model.”

“Most recently, he ran hardware engineering for all of Apple's products. Historically, Apple has the people who design the products, who wanted to have a certain look and feel, and it has the hardware guys who figure out how to make the design team's dreams come true. He's the one who makes the products come alive on that team. He solves problems, you know, they go to the meeting, he keeps it focused, let's not waste time, he gets to a solution.”

“Jobs was the iconic technology CEO. He had defined the way humans interact with computing devices for 30 years almost, maybe more. So that was quite a legacy for Tim to match. And he didn't try. He didn't try to be the innovative product visionary that Jobs was. He handed that off to others, and he really focused on operations.”

“There's a couple different things happening in terms of the services business. First off, the most lucrative that nobody really appreciates is Google Search in the Safari browser. Google pays Apple over $20 billion a year to be the default search in the Safari browser. That's somewhere around a fifth of the company's profits, which is really remarkable when you think about it.”

“One innovation that is underappreciated by a lot of people outside the industry is Apple Silicon. The chips in the devices are all Apple chips. And that's been true for iPhones for a long time. It wasn't true for Macs. Macs ran on Intel chips until 2020, when they started ripping them out and putting in Apple chips. Apple chips are really great.”