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First modification: 04/21/2026 - 04:51 Last modification: 04/29/2026 - 23:22

A hardware expert will take the reins at Apple as the iPhone maker faces the industry's transformation driven by artificial intelligence. The current CEO, Tim Cook, will leave his position - but not the company - and will hand over to John Ternus, who has been working at the bitten apple firm for 25 years.

Apple CEO Tim Cook will hand over to John Ternus in September the role he inherited from the late Steve Jobs, ending a nearly 15-year tenure during which the company's market value more than doubled in an era of iPhone-driven prosperity.

But Cook, 65, won't be leaving the Cupertino, California, company. He will continue to be part of its board of directors as executive president, a high-power position from which, among others, he will continue to be in charge of the company's relations with the Government and Congress.

It has been the greatest privilege of my life to be the CEO of Apple and to be entrusted with the leadership of such an extraordinary company (…) I love Apple with all my being and I am very grateful to have had the opportunity to work with a team of such ingenious, innovative, creative and deeply committed people - Tim Cook, CEO of Apple

Read also50 years of Apple: from bankruptcy to leading the technological world between innovation and global power

From operation to product: Apple changes its focus

By naming a new CEO, Apple goes from a supply chain guru who helped it become a global brand with hundreds of millions of units sold annually to a hardware expert who has long focused on product design.

John Ternus, the newly appointed CEO, is the current vice president of hardware engineering. He joined Apple in 2001 and has been a quiet but constant presence in improving its products over the years.

For example, it has played a key role in the rebound in sales of products such as Apple's Mac computers, which have gained market share over PCs. He was also behind product launches ranging from iPhone, to iPad, iMac, Apple Watch and Airpods.

Read alsoAt 50, Apple must face a new challenge: AI

'AI or die'

With this phrase, - cited by analyst Jamie McGeever of the Reuters agency - the managing director of the International Monetary Fund, Kristalina Georgieva, wanted to explain last week from Washington the challenges that companies, industries and economies around the world face in the face of the transformative power of artificial intelligence.

His comments are also applicable to the stock market, especially to the technology companies that have been dominating Wall Street for years.

That is why it is believed that one of Ternus' most pressing challenges will be to compete with Nvidia, which has announced its own personal computer and is developing chips for laptops, as well as rivals such as Meta Platforms, whose augmented reality glasses have become an unexpected success with capabilities and price much lower than those of Apple's Vision Pro headset.

With growing demand for energy driven by AI and limited supply, the prices that Big Tech will have to assume will undoubtedly be higher than expected, according to Reuters. This could undermine the huge profits the market anticipates for these companies.

The technology industry is transforming

Apple's transition is similar to that carried out by companies such as Amazon and Netflix, whose CEOs resigned after ending their successful management.

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For one thing, Bezos left his role as CEO of the e-commerce giant to become executive chairman in 2021, a kind of shadow power.

For his part, streaming company Netflix CEO Reed Hastings said last week that he is leaving the service he co-founded 29 years ago, an announcement that coincides with the failure in February of a potentially transformative merger with Warner Bros. Discovery.

With Reuters, AP and EFE

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