the bit in brackets ain't even necessary since we all know Tim is the CEO
They’ve coasted too long on consistent visual identity, and even that’s been slipping. Time to focus on actual user needs.
I know between Moore's Law and Gate's Law which one I would prefer to be the industry standard... https://en.wikipedia.org/wiki/Andy_and_Bill%27s_law
Honestly, the thing that pushed me into software dev was the fact that hardware tools were absolutely garbage. Verilog felt like a joke of a language designed to torment rather than help the user.
It’s really amazing that at least there are some fully open flows for FPGAs these days, unfortunately they don’t support system Verilog. (I think this is still the case?)
There are so many little bugs in consumer-facing apps that hit the ‘sweet’ spot of being incredible little annoyances that just aren’t worth putting an engineer on for a week to fix, but which are totally worth having an engineer throw an agent onto them.
I have to think some of that attitude would be good for apple's software division.
It's not as if ternus will be writing code directly, he's managing managers. Hopefully that means he'll demand and budget more for QA.
But HW is at least improving (eg. they added anti-reflective screen option), and SW is very much not.
There's also software component. It has improved by now, but early libinput was giving some good trackpads bad rep.
I don't know about Thinkpads, but the utterly pleasant glass trackpad is still one of the things I cannot find on most non-Mac laptops, despite every manufacturer being able to copy it for years.
The closest I've found are the Surface laptop/cover trackpads, but they have their own set of reliability and repairability issues.
As a MacBook user, I very rarely want to use a mouse except for gaming. THe trackpad is delightful enough for the bulk of my use cases.
I was never a trackpad person until I finally got a Mac at work maybe 10 years ago. But since the trackpads stopped really clicking in favor of haptics, they're a lot worse than they used to be. I get false/double clicks and inconsistent feedback.
ThinkPads have nicer keyboards, but they stopped doing the more traditional IBM layout several years ago, which is really unfortunate. I'd be willing to pay for a more traditional keyboard layout with a slightly smaller trackpad and/or a sizeable bottom bezel (which is actually preferable for me because of my posture when I use a laptop most of the time).
> But HW is at least improving (eg. they added anti-reflective screen option), and SW is very much not.
And I would disagree with the idea that I should be running Linux on my primary machine. As a developer, I've faced enough "death by a thousand cuts" situations from running Linux on my personal router and servers to let it anywhere close to my main computer.
Don't even get me started on the hardware quality of Mac laptop including their stellar trackpads, screens and the smallest details like the quality of the hinge. I can still open my 5 year old Mac with a single finger and the hinge is as solid as the day I bought it.
As someone who's also particular about user experience, Linux always fails at this. If you have good UX, that means you can critically think for what a user wants from a computer, and can determine what should and shouldn’t be prioritized. UX is never a first-class citizen on Linux, and for all the issues with Tahoe, macOS still has enough residual quality left in it to not feel like I'm constantly fighting the operating system.
Simple example: I want HDR on Linux. Should be easy right? Just switch to Plasma under Wayland? Then do a one time config so mpv can play HDR. Oh and no browsers support it so good luck. Games need gamescope and flags to be set.
I want my computer to work, not for me to work as an integration engineer. So I use my Mac and it just works™. So I just let Linux live where I feel it works best, in servers and headless environments.
hardware - afaik only lenovo(some say asus is worth to try - but no official linux support, framework is sturdy but feels cheap) is well know for quality hardware - others are questionable.
unfortunately AMD AI Max 390/2/5+ nor Qualcomm Elite 2 Lenovos are not here.
> “When we started out with maps, it was an ambitious undertaking. It was bumpy,” said Ternus. “But the team had just been over the years just pushing and pushing and pushing. And Apple Maps today is absolutely amazing. If you have the vision and you're persistent and you keep working at it, you can take something you know that has a rocky start and turn it into something great.”
Here's hoping he recognizes that Apple's current generation of software is in the "rocky start" phase, not the "pushing and pushing" phase and definitely not the "absolutely amazing" phase. Time will tell...
https://www.tomsguide.com/computing/apples-joz-and-ternus-on...
> Ternus recently gave an interview where he said this about the initial flop of Apple Maps:
While it is great now, it did flop because it was terrible.
In general, for all it benefits from globalization, Apple disappoints on global markets.
If it weren't for that, I'd use Citymapper for practically everything.
And I know many engineers within Apple that had been testing Maps before it shipped and they were filing bugs about it. It shipped anyway.
“Real artists ship”
No product worth using is bug free.
I do wish that some day someone will tell the story of what happened during that time. Maps was bad at launch yes, but it also wouldn't get better without people contributing more data, and the fact that it took a decade to slowly improve implies that there's nothing anyone could have done to get it right "off the bat". It still feels to me Forstall was set up as the fall guy, especially considering no one was fired for antennagate.
Also, the UI for it keeps getting more cluttered, and they announced that in-map ads are coming Q2-3 2026.
The advances that made Apple Silicon possible were, fundamentally, TSMC and ARM. These were the material conditions that had to exist in order for a tech company to capitalize on a new generation of vertically integrated chip design. Now what's the conditions for next generation Mac OS? What research advances or software engineering paradigms that are mature enough for adoption? The state of Apple software isn't just due to mismanagement, it is, but the success of the hardware entails technology nodes as a confounding factor.
*John Ternus to become Apple CEO*
Talk about burying the lede, lmao.
Among the dup stories submitted, this one has the best content but the worst title.
I'm interested to see what Ternus' first few moves are and how much he will avoid (or hopefully embrace) reversing some of the things Cook is responsible for.
He has a long row to hoe when it comes to things like developer relations but from what I've heard, he is one of the best options we had for the next CEO.
As it happens with most big corp c-suite transitions (see: Amazon), a lot of powerful executives will have to make way for the new CEO's chosen ones, and what those chosen few do (in lieu of asserting new found power) will dictate the short-term.
Srouji stays to lead hardware, https://www.macrumors.com/2026/04/20/srouji-chief-hardware-o...
Johny is one of the most talented people I have ever had the privilege to work with. He has played a singular role in driving Apple's silicon strategy, and his influence has been felt deeply not just inside the company, but across the industry. He has always led his organization with remarkable deftness and judgment, and time and again, his team has delivered breakthrough innovations that have transformed our products. We are incredibly fortunate to have him as Apple's chief hardware officer.Me thinks Apple software is the problem—I put Asahi Linux on my Mac.
There is no question many of Apple's business experienced significant, impressive growth during his tenure. Amazing capital efficiency.
There is also no question Apple lost product velocity. Few new products were launched, and those that were had mixed success.
Tim was, at the end of the day, an elite financial operator. Apple shareholders were lucky to have him. Customers like myself probably have mixed opinions, and it remains to be seen how he set the company up for the future.
* Apple Silicon, the most far-reaching technical transformation in the company's history (probably a bigger deal than macOS itself)
* Apple Pay
* The Watch and Airpods product categories, both of which Apple now dominates.
All while holding on to its position in phones and improving (drastically) its computers.
It feels like a pretty successful term.
I'm just pointing out product velocity slowed. I'm far from the first person to say it, it's just a fact. In the five years before Cook we got first generation Apple TV, iPhone, iPad, and MacBook Air. Your list spans 14 years.
The reality is everyone just wants another hit product like the iPhone, but its success was based on it being a personal convergence device. You can't really create a second carryable/wearable convergence device and expect it to be wildly successful at the level of the iPhone without it killing off the iPhone.
So far that revolutionary approach by third parties has not succeeded against the iPhone, and the evolutionary approach apple takes with the iPhone means there is no clear inflection point anywhere in the future where the phone form factor goes away.
Tim oversaw the launch of the Apple Watch, Airpods, Airtags, Apple Pay, the Beats acquisition (which lead to Apple Music) and the launch of the M series chips.
He's had quite a few product launches under his belt, many of them company-defining products.
Cook absolutely deserves credit for the successful desktop ARM transition, but building ARM processors in-house was in no way something he directed as CEO.
https://www.npr.org/sections/planet-money/2025/06/17/g-s1-72...
We’ll see how the new CEO sees it.
I don't think this is true. Apple Watch is basically in a market of its own. iPad might have existed before Cook but he turned it into something people actually use for stuff. Vision Pro may not be a financial success but the tech is impressive and it's clear that work will pay off in the near term in other wearables. Apple Silicon is a phenomenal success. Apple TV is no longer a hobby and he's been at the helm while they've developed their entire services business. AirPods rule the headphone market. Not mention the numerous Mac variants he presided over.
EDIT: I also want to say I really appreciate Tim Cook’s emphasis on user privacy and I hope John Ternus can continue this trend.
It would be unusual for a leader of such a thing not act in accordance w/ shareholders' best interests, as well to defy likely board guidance.
That said, I'd love to enlightened to how it's myopic, or rather, what course(s) of action you would take, keeping in mind that Apple is a multi-trillion dollar public company.
---
[1] https://www.cnn.com/2025/11/05/business/video/jp-morgan-chas...
[0] https://www.theverge.com/news/737757/apple-president-donald-...
Apple has led the industry on hardware but is woefully behind on the software and services front. Focusing on device-level privacy controls turns what would be a gap into a moat, and it helps deprive Google and other services from monetizing their customer base.
Not to say that it's not something the company is passionate about - but it's also good for their business. Especially when you compare it to things like human rights, transparency, and security research where Apple could take a stronger stand but don't.
It is a market position, but companies do have some choice in which market positions they choose to take. And I wouldn't underestimate the effect of the personal views of the CEO in that.
The payment Apple gets from Google for being the default search might help explain this. It would be hard to turn down the sums Apple gets.
https://9to5mac.com/2025/09/03/just-one-word-in-the-google-a...
iOS is ahead on software security compared to Android, Windows, Desktop Linux, etc.
Apple software isn't bad, but it is often obtuse and buggy. And, with iOS 26, usability has taken a big hit.
I'd need another hand to fully count all the Apple apps that have burned me in the past.
Giving a golden statue of Trump has no effect on you and me, and a very large effect on Trump. He is gaining significant political capital while giving up nothing that matters (feel free to correct if I am wrong). Contrast with every other tech executive, lawyer, and university dean in America, most of whom have been cowed into compromising on their deepest values, or even worse, have done so without hesitation. I cannot think of many tech execs whom history will be kinder towards.
No effect on you, really. You aren’t affected by gas prices or tariffs? They are bowing down and participating in Trump’s patronage schemes. Every powerful person who does this is complicit with all the horrible things done by the Trump administration. They are endorsing Trump and his ilk with their behavior if not their words, which allows and encourages him to continue his fraud and abuse.
Everyone in the United States is complicit to the horrible things done by the Trump administration by your logic. I partially agree, but I also think burning Apple to the ground will not be Tim Cook's legacy and he is in no place to go against the executive branch.
It is not about Trump, it is about the corrupted executive branch. Tim didn't do any crime against humanity in his act.
But they're still responsible for their own personal piece of the rot in the system.
If a cop says your problems go away for $100, you pay it, because the downside is huge by comparison. The problem is the cop getting away with it, not that you paid the bribe.
Having the prize doesn’t make you the winner. But it feeds Trumps ego sooooooo muuuuuch, it’s probably the “best” thing you can do to get on his good side without actually giving him anything.
This is a ridiculous strawman. I’ll give you the benefit of the doubt and assume ignorance instead of malice.
I wrote that going above and beyond to curry favor with an autocrat in order to protect your profits is collaboration.
And you read, what? Existing under a government means you necessarily support it because there was an election? You do understand an election means some people voted the other way, right?
Every complicity is another nail in the coffin of our democracy.
He personally donated at least a million dollars to Trump's inauguration, plus whatever to the campaign.
> Contrast with every other tech executive
What contrast is there? Tech executives capitulated to Trump's demands, and Tim Cook did the exact same thing. The problem doesn't start and stop with the gold trophy, it encompasses things like European legislation, labor/union laws, and complex supply chains that Apple needs federal support to manage. There are convoluted motives here, and the bizzaro FIFA trophies are only the tip of the iceberg.
Cynically speaking, Cook is wise to keep the DEI and climate commitments as bartering chits for Apple's next leadership to forfeit. He knows that Apple needs leverage to get their druthers from the Fed.
The USA has the best government that money can buy.
Bribery hurts everyone else following the law. It erodes public trust. All of us are definitely hurt by Trump's extreme and obvious levels of corruption.
It didn't.
> In that lens, this bribery, while bad, is the least destructive form it could have taken.
Its not.
> It being so gaudy actually helps this case.
It doesn't.
Normalizing corruption to this level is a bad thing. Period.
The people engaging in this should be in prison. Including Trump.
Perhaps. Assuming it actually keeps existing:
Usability wise (UI/UX/design), they are in the gutter.
goto fail was relevant in 2014 - perhaps not the most useful point in 2026.
However, it's bad. I much prefer the rare, elusive, postfix if:
goto fail if (condition);
https://security.it.miami.edu/stay-safe/sec-articles/macosx-...
[1] Actually, the defect was that creating a root account was a unprivileged action, so anybody could create a root account on your machine with a password of their choice. The most obvious presentation is that you could login to root by pressing enter twice with the empty password; the first time creating root with the empty password and the second time logging you in.
I'm using both Linux and macOS close to 20 years (Linux is even more than 20, IIRC), and macOS (aka Mac OS) used to be snappier, more stable, more uniform and had incredibly low number of papercuts around the UI. Now it has some nasty thorns here and there, while Linux is improving steadily and not regressing much as macOS.
Apple needs to overhaul their software stack. They can use a lot of sanding and polishing to bring the shine back. They need another "Snow Leopard" release, as many people say.
On the other hand, even with all these bells and whistles, they can't even get close to the composability of Linux systems. Doing so will also damage their bottom line, so they won't, and that's OK.
https://www.macrumors.com/2026/03/15/ios-27-will-reportedly-...
Improving interface response times is the single best thing Apple can do to improve their UX. I don't need an interface which throbs, wiggles, jiggles, shines, and refracts, I need an interface that's snappy and fast.
As far as I know, MacOS is the _only_ desktop OS with this problem. The only way to fix this problem on MacOS is to do everything inside a virtual machine running anything but MacOS.
You can turn down the animation times for most of this with "defaults write" commands. Set them to 0 or as small as you want. Here's a good list to get started:
https://gist.github.com/j8/8ef9b6e39449cbe2069a
> I don't need an interface which throbs, wiggles, jiggles, shines, and refracts, I need an interface that's snappy and fast.
System Settings -> Accessibility -> Reduce Motion: Enabled System Settings -> Accessibility -> Display -> Reduce Transparency: Enabled
So true. I run into so many little and annoying bugs I sometimes wonder if Apple Execs actually use their own devices.
Both those ecosystems are rapidly enshittifying (apple cannot even reliably process keystrokes with subsecond latency, and google is banning sideloading).
We need a third, actually user-serving and open alternative. Maybe the new CEO will slow or reverse the bleeding on the iOS / MacOS side.
I'd go further and say I am constantly frustrated by how difficult their software can make basic tasks. I often find many of their UX patterns unintuitive, or even feel user hostile at times. Small example, I really want to view passwords as I type them in. I constantly miss type passwords on touch screens. User error maybe, but frustrating experience.
XCode is my least favourite IDE that I use regularily.
My favourite example being looking for the volume mixer, and after looking online the top advice seemed to be to pay for a 3rd party application for that... Wtf?
The fact that the tie the mobile version to the OS version is just ridiculous.
20+ years ago, software was so horrible that we were just tolerating it, and every new OS release was a big deal because there was hope things would get better! Today an OS release comes out and I have to be bothered by automatic "you must upgrade messages" to even care.
People forget how horrible it used to be, and if you still use windows, how much worse it could be when vs. Apple (and let's not get started on Linux).
I've used basically all of the major operating systems for 30+ years and I cannot stand macOS. I use a Mac as one of my work devices, and off the top of my head:
* Basic things such as window management require third party tools to get things that are table stakes everywhere else. Even with third party tools doing anything with a "full screen" mode is not going to work the way you expect.
* You can't have separate scroll directions for your trackpad and your external mouse.
* External peripherals in general are a disaster. Every time I connect or disconnect from a docking station my windows are left in awkward positions sized larger than my screen and I need to drag them around
* macOS seems to store a different set of monitor orientations based on what USB port I connect my dock to - same dock, same monitors, 2 different layouts I had to configure independently. I don't even know how you could accomplish that if you wanted it - and absolutely no one wants that.
* Multiple monitors is constantly an afterthought, whether it's menus, the dock, layouts, what have you
* The Settings app is impossible to find anything in. You have to search, and that works OK sometimes, but the layout has no rhyme, reason, or comprehensible order
* Safari. Enough said.
I could keep going, but I absolutely do not associate Apple with quality software.
Apple's iOS is hot garbage. The macOS is not far behind on how horrible the UX is
- Apple Music's UI/UX is quite rough on MacOS.
- Trying to use my iPhone to type a long password on my Apple TV is hit-or-miss.
- For some reason trying to view a password using Keychain requires you to enter your credentials twice, every time, for as long as I can remember.
But it's worst in the Apple software world compared to Apple's. In fairness, Microsoft has also been in steady tragic decline for a while. I don't know about Google.
Honestly, that's such a low bar to hit.
The Vision Pro software team did an incredible job. Its software is more impressive than its hardware.
What did you think you were asking? Or was this just a lame, ill-conceived gotcha that probably needed another few hours in the oven before being chucked in the garbage?
I killed a Finder process that was at 1.2 G ram consumed today...
> As executive chairman, Cook will assist with certain aspects of the company, including engaging with policymakers around the world.
This gives me the impression that at least for the near-term, Cook will still be the one groveling to the Trump White House. Whatever you think about that, that's probably helpful for Ternus' dealings with the next administration.
MacOS reliability has slowly gotten worse and worse, but the UX drop with liquid glass was profound.
Or more generically answer the question: how can I get an arbitrary audio file into my iTunes music? (hint: good luck)
Music 'synced' with iTunes but not appearing on my other devices? There must be some kind of arbitrary difference between 'synced with iTunes' and 'synced with iCloud'. I guarantee this is some kind of (barely) maintained legacy syncing to keep the iTunes workflow alive specifically so Apple can avoid giving users a modern 'import to my cloud library' feature.
iOS comes with a text editor built in. Memo.
Ssh server doesn't make sense for an iPhone. How would that even work? It wouldn't be able to do anything or be a worse experience than something properly designed for the user rather than trying to force a 50 year old computing model onto a phone.
For decades it has been speculated they intentionally make that shit so people will be more likely to switch to apple
For example, on MacOS, you can set an app to be on all spaces. But on reboot, despite that setting, it will stick to a single space, until you relaunch the app. It has been this way for 4-5 major OS versions.
There are PLENTY of examples just like that.
Sure it's gross but it does not necessarily signal an abandonment of values from Apple.
But somewhere in the mix, Apple could also really use another great product mind, like the other Steve. It has been too long since the last era-defining product from Cupertino.
I have no idea what that next big thing would be. And of course, a bad product mind in charge is worse than none at all! If the next big leaps come from other companies while Apple just keeps doing what it does best in the hardware categories that it already dominates, then I guess that's fine, too.
The privacy focus is why Apple is dominant today, keep that up.
If we're paying $1000 for a Chinese phone that we'd pay $2000 for, we'll end up paying that price when the manufacturers have finally starved the professional capability to compete from the rest of the world. As we get closer to that point, the urgency to onshore is increasing.
Exploitation when we can get away with it is in our social nature as humans. So this isn't about the Chinese, or any other culture. It's just necessary for this to be onshored because it's critical.
And his "kind of glib"
No, Zuck, you're just mad Apple introduced fine grained control so you can't constantly scrape people's credentials
When is the last time you used Windows 11? I begrudgingly have to run it on my gaming PC and almost every time it's a frustrating experience where I want to put my fist through my monitor. Absolutely awful, zero taste, that will-do software. Windows explorer I believe is still single threaded, the integration of OneDrive into everything (my desktop is stored in OneDrive for some reason) with little to no way to undo it. Don't even get me started on Copilot. My blood pressure just rose off the charts.
That's a wild claim.
I think you're attributing a lot more agency to a CEO role (for a publicly listed company, at the least) than they actually have.
Quite successful.
Even if that figure might somehow be inflated, it is impressive nonetheless.
The real disconnect IMO is TSLA.
Why so soon?
Apple Maps really needs to up their POI game. They have some native data, but I’m still regularly seeing images from 3rd party sites and get prompted to download the app. I understood it in year 1, but we’re 13 years in now. This is the primary reason I keep Google Maps around.
As the world undergoes increasing supply chain issues, wouldn’t it be in Apple’s best interest to keep Tim Cook as CEO for a while? Or is he the one who’s looking to transition to a less demanding position?
[0] https://www.spencerstuart.com/research-and-insight/2021-ceo-...
To support this I was thinking about (and obviously Googling these names because I definitely don't know them by heart, only that they recently left) the change of CFO Luca Maestri to Kevan Parekh, John Giannandrea being removed, Alan Dye leaving and being replaced with Steve Lemay.
So I take those 4 months more as like an FYI to the public than anything else. Though I am definitely not someone that knows corporate politics all that well (or at all), just mostly thinking out loud in response to your comment.
They are all still there.
But here’s to hoping that change comes. Apple is already a rich company. But isn’t that boring?
“Making money is art, and working is art and good business is the best art” — Andy Warhol
you could say apple silicon was almost 2 years ahead of its time, or you could say that intel lost years on bad bets. there are only 3 consumer-scale, leading node foundries in the world!
is apple a, "making good commercial terms with poor counterparties" company? yes, to their core. whether it is their employees whom they worked to the bone, their suppliers in the ASEAN trade network, or the US politicians who starkly are too broke to regulate giant US corporations, for whom too little money goes too long of a way.
my point is, who the hell knows! there are many, many points of view. it's not any one thing. but one thing's for sure, i don't think i'm upgrading my phone until it blows up anymore, and this is the simple, greatest risk to their business.
so they're going to become a company that breaks phones to get people to replace them, regardless of what they are today :)
Not saying that Ternus wouldn’t have been involved in or part of the decision making process in moving the Mac to Apple-designed silicon, but I haven’t seen any indication he was any more involved than other execs at the company.
Yes, I get that the iPad is supposed to be a "casual computing device" or whatever. Yes, I know Apple has delivered significant improvements to iPadOS's capabilities in those five years. But using it still feels like wearing a straitjacket a lot of the time.
I have almost no use for the keyboard that's attached to my macbook. I use an external one. On the plane it's in the way. The only use for the keyboard is when taking it with me somewhere which is not my regular spot. And even then a portable bottomcase (keyboard+touchpad) would be great.. Basically an iPad
These new devices will combine Arm performance-per-watt, thousands of Linux OSS packages, ChromeOS desktop SaaS and Google Play Store touch-optimized local apps. Apple could compete by enabling MacOS and/or Linux VMs on iPad Pro, without forcing Pro users to jump through JIT-enabling hoops for iSH or UTM.
MacOS already runs on iPhone SoC in Macbook Neo.
Tech in general has changed quite a bit though. I don't know how Steve Jobs would have reacted to AI, and I don't know where tech itself would be if Jobs were still around. But I do think the next evolution is due and yet to be seen. It's not clear that Tim Cook would be the one to effectively see that through. And so I think his timing is impeccable and probably aligned with what is best for Apple. I have a lot of respect here: time has shown that a lot of leaders don't let go until its too late.
I say this as someone who hasn't worked there, but has a large number of friends and peers who currently do or have in recent years.
I'm not just being snarky — I don't think it's reasonable to say the profit-maximizing service-oriented Apple is the best possible version of itself without losing its values of personal computing and individual empowerment.
I don't think even Steve Jobs would've been able to imagine that Apple can get this big.
Over the time I developed the instinct to not take pundit's opinions too seriously.
https://www.apple.com/community-letter-from-tim/
As far as I can see, that's the only way to have a prayer of scaling without too much damage, which is the key issue humanity faces today.
Also want to second your point about the need for having good people leading large organizations like Apple. Especially so as things are changing so fast in technology, with a widening impact across more and more aspects and parts of lives of people and society. We certainly see the negative impact that comes with questionable and/or short term decisions (see social media), so I too am hopeful that above all else, Ternus is a good person and makes (for the most part) good decisions for people and society first and foremost.
You see this most obviously in software and marketing - the kinds of decisions where only a few people sign off at the end, and where "good enough" is whatever those few people decide it is. You see it less in hardware and procurement where there's a powerful review cycle and scrutiny at every level of the stack. Work there is more immediately measurable: benchmarks for performance, dollars for cost.
The "vibe" of software, or of a PDF [^1], is much harder to catch that way. There's no benchmark that flags it and most conventional executives aren't drilling down in that level of detail to see it either.
You want distributed decision-making, of course. But that only works well if it's distributed to people who've cultivated their own taste and who will make good calls under pressure. I'm not sure how much of that gets fixed by leadership change at the top. Taste isn't really something a CEO can decree into a 60,000 person org. But I've only heard good things about Ternus, so I'm optimistic. Fingers crossed for a bright new chapter.
[^1]: https://www.apple.com/promo/pdf/US_FY26_Earth_Day_Promo_Tand...
Software is easier given the shorter cycles. Caveat is, the shorter cycles also benefit competitors.
So, the Tim Cook era lasted 15 years (2011 - 2026). He's 65yo, and he could have easily hung in there for a few more years. But I believe he's leaving at the peak -- both Apple's and his own -- and this might be the best time to leave, rather than being forced out (as many too-long-in-the-tooth CEOs have been) when the company inevitably grows slower, or has a crisis.
Ternus is 50-51 yo, roughly the age when Cook himself took over Apple. There the similarities disappear. Ternus is a HW guy through-and-through. I hope he has solid SW and Design team with him. He's gonna need it, given all the big/small design snafus in the recent past. [Not including Mac Neo in there, which looks stellar by any means]
Wishing him luck; he's gonna need it. (and me too, my $$$ are invested in AAPL, and I ain't selling anytime soon, so well ¯\_(ツ)_/¯ )
Personally, I have lost all interest in Apple and been slowly switching off their hw/sw/saas for some time.
Thanks for making all that money, Tim. Now please retire. Please.
(actually I doubt this- Demis does not want to run a big company whose main business is Ads)
Tim gifted Donald a trophy 8 months ago doing his legacy no favors. You wouldn't do this if you knew you were on your way out. Makes me wonder if something happened between August 2025 and now.
Marco has enough standing within our world that it's actually a clever idea to appeal to Ternus on these terms. He'll probably be aware that it was written and the appeal is somewhat generic in its call to reverse course on some Cook-era policies.
We're all very hopeful but there's not enough information available on the outside to predict with any certainty how he'll lead.
It will redefine the way we watch TV and that's exactly your job, to make something truly unique. And I'll tell you the secret sauce, the remote. I know you'll come up with something totally different, a marvel of engineering that will drop jaws around the world. Different aluminum colors and extra flat? Check. But that's not what this new generation needs. They want to watch tiktok and instagram in their TV and nobody right now offers an out-of-this-world experience. Social media consumption on a big screen. Excel at that and you will sell millions at whatever price you set.
My credit card is ready...
Also, going over his past statements as recent as during this year, it seems like he didn’t want to leave his CEO position, so he got forced out?
But I cannot argue with the results the man achieved. Especially the transition to A-series and then M-series chips has been an incredible success. Perhaps the biggest flop was the Apple Vision Pro, but it is hard to really call him out on that since it wasn't that Apple lost a battle, it was that the product category just hasn't caught on (yet). Siri is another place where Apple has lagged but they could very easily catch up with the massive interest in local AI on the mac minis.
I think it will be difficult to look back on his legacy without giving him a large share of credit for Apple's continued success.
he knows when to be conservative - and knows when to push hard.
qualities very few CEOs have shown to have in practice.
all his contemporary competitors have ridden on certain waves e.g A.I to increase company valuation - while he did sorely on just pure operations not hype.
[0] As Steve Jobs said in 2005: "OS X is the most advanced operating system on the planet and it has set Apple up for the next 20 years."
How incredibly prophetic that 21 years later, MacOS is suddenly showing its age.
This period in Apple’s history will be the cold ice bath post Jobs.
There may be serious fanboy energy to this but Apple has so much dry powder going for it still, and to put that in the hands of someone who actually builds, along with what looks to be a strong rumor mill year with VR stuff and the foldable to create a big tailwind… it seems like a pretty intentional move.
Also if they dropped one more subscription on us before expanding categories they might’ve caused an avalanche in lack of confidence.
Cook did an excellent job of raking in cash for bet the company size bets that he wouldn’t be guaranteed to see through. The dude is clearly a salt of the earth, values guy, should enjoy a proper retirement era.
Before we had many groundbreaking features that redefined how you use smarphone:
- gps
- flashlight (yes everybody with flashlight in the pocket!)
- front selfie camera + video calls
- compass + accelerometer + gyroscope
- good wide and ultrawide (video) camera
- nfc + apple pay
- fingerprint / faceid
- esim
- magsafe
Now you can have iphone 12 pro and don't miss much from iphone 17 pro.
zeristor•1h ago
kylec•1h ago
cocacola1•1h ago
DerekL•51m ago
https://atp.fm/live