Apple just handed John Ternus the toughest CEO gig in tech. The newly appointed chief executive takes the reins with one glaring problem looming over Cupertino - the company still hasn't cracked AI. According to Wired's Steven Levy, while Tim Cook masterfully scaled Apple into a $3 trillion juggernaut, he left his successor with unfinished business that could define the company's next decade.
Apple is betting everything on a hardware guy to solve its AI problem. John Ternus, who spent years perfecting the company's chip strategy and product engineering, now faces a challenge that stumped his predecessor - building an AI product that actually matters.
The timing couldn't be more critical. While Meta embeds AI across Instagram and WhatsApp, and Google weaves Gemini into every service, Apple's AI efforts remain largely invisible to consumers. Siri still fumbles basic requests, and Apple Intelligence - the company's attempt at on-device AI - hasn't sparked the revolution Cupertino promised.
"Tim Cook was a great CEO, but he didn't crack AI," writes Steven Levy in his Wired analysis. The assessment is blunt but hard to dispute. Cook transformed Apple into the world's most valuable company, crossing the $3 trillion market cap threshold and building an unmatched services empire. But he never delivered the AI moment that defined this era of computing.
That's now Ternus's problem. The 49-year-old executive built his reputation on shipping products that work - the M-series chips that left Intel in the dust, the seamless transition to Apple Silicon, the industrial design prowess that keeps competitors scrambling. His engineering chops are unquestioned. Whether he can translate that hardware brilliance into AI magic remains the industry's biggest question mark.
The pressure is mounting from every direction. Microsoft turned OpenAI into a $157 billion partnership that's reshaping productivity software. Google is racing to make AI search the default experience for billions. Even Samsung beat Apple to market with on-device AI features that actually impress users.
Apple's traditional playbook - wait, watch, then perfect - isn't working this time. The company famously arrived late to smartphones, tablets, and wearables, then dominated each category. But AI moves faster than hardware cycles. Every month Apple waits, competitors train better models, lock in more users, and set expectations higher.
The irony is that Apple has the pieces. Its custom silicon gives it an edge in on-device processing that rivals can't match. The ecosystem lock-in means hundreds of millions of users would adopt an AI product instantly. Privacy-focused AI could be Apple's differentiation. But those advantages mean nothing without execution.
Industry insiders are watching for signals. Will Ternus double down on Siri, effectively admitting years of missteps? Does Apple build its own large language model or partner with an external provider? Can the company that perfected touch interfaces create something equally intuitive for AI interaction?
The CEO transition itself reveals Apple's thinking. Ternus isn't a software visionary or AI researcher. He's a product builder who understands manufacturing at scale and hardware-software integration. Apple is betting that AI's next phase isn't about bigger models - it's about smarter implementation in devices people actually use.
That's a huge gamble. OpenAI and Google are playing the scale game, training increasingly powerful models that run in the cloud. Apple wants AI to live on your phone, watch, and laptop. The question is whether consumers care about that distinction or just want AI that works.
Levi's framing cuts to the heart of it - this is job number one. Not services growth, not new product categories, not expanding into emerging markets. Ternus needs to ship an AI product that makes people rethink what their Apple devices can do. Anything less means watching the company's relevance slowly erode as AI becomes the primary interface for computing.
The clock is already ticking. Developers are building for ChatGPT and Gemini, creating network effects that will be hard to reverse. Enterprise customers are committing to Microsoft's AI stack. Consumers are forming habits around AI assistants that aren't made in Cupertino.
Apple has stumbled before and recovered. The company survived Mobile Me, the first Apple TV, and early HomePod failures. But those were side bets. AI is the main event. Get it wrong, and Apple risks becoming the premium hardware maker that missed the platform shift - a cautionary tale instead of a triumph.
John Ternus inherits Apple at its most paradoxical moment - financially dominant but strategically vulnerable. The company that defined mobile computing now finds itself playing catch-up in the technology that's replacing it. Ternus has the engineering talent, the resources, and the ecosystem to build something remarkable. What he doesn't have is time. The AI race is already well underway, and Apple's late entry means the new CEO's first product launch might be his most consequential. Cook's legacy was operational excellence and financial discipline. Ternus will be judged by a simpler metric - can he make Apple relevant in the age of AI?
