约翰·特努斯（John Ternus）于9月1日正式接任苹果公司执行长，随即面临秋季新品发表会的考验，产品线涵盖首款折叠iPhone与具备辨识功能的智慧萤幕等雄心计划。尽管在硬体领域深耕25年，特努斯在财务、供应链与政商关系等领域经验相对不足，需高度依赖其他高层协助。与此同时，卸任CEO的提姆·库克（Tim Cook）将转任执行董事长，持续协助维持与政府的关键关系并支援过渡期，使权力交接呈现渐进与合作的样态。
特努斯上任后必须应对诸多核心业务的严峻挑战，包括扭转服务业务因游戏消费疲软与反垄断法规造成的成长放缓，以及解决持续的记忆体短缺与晶片成本问题。此外，硬体团队面临人才流失与官僚化危机，部分顶尖人才甚至被竞业及OpenAI挖角。在产品线布局上，特努斯对商业表现低迷的Vision Pro持保留态度并推动了相关裁员，但他仍坚信iPhone在未来产品策略中的核心地位，并规划了涵盖折叠与20周年全玻璃机型的三年改革蓝图。
在人工智慧浪潮中迎头赶上是特努斯面临的最重大考验。在内部自研模型受挫后，苹果借由结合Google Gemini技术全面重建Siri，并预计于秋季正式推出以抗衡ChatGPT，同时设法克服使用者过往对其效能的刻板印象以实现商业变现。特努斯亦致力于将AI导入硬体研发流程以提升产品可靠性，并透过不储存可视影像等隐私保护策略推动相机AirPods与智慧眼镜等新品，积极带领苹果在AI时代重塑竞争力与设计影响力。
John Ternus officially steps into the role of Apple Inc.'s CEO on September 1, immediately facing the critical test of the annual fall product launch featuring ambitious devices such as the first foldable iPhone and an intelligent display. While bringing 25 years of hardware engineering expertise, Ternus has less experience in finance, government relations, and supply chain logistics, requiring him to rely heavily on key senior executives. Meanwhile, outgoing CEO Tim Cook transitions to executive chairman, remaining actively involved in managing government relations and supporting a gradual leadership succession.
Ternus must navigate several immediate operational hurdles, including a slowdown in Apple's services revenue caused by changing entertainment trends and regulatory pressures, as well as an ongoing global memory shortage. Additionally, Apple's hardware division faces talent retention issues and team departures to rivals such as OpenAI. On the product strategy front, Ternus is skeptical of the struggling Vision Pro platform and has overseen workforce reductions within the division, while firmly asserting that the iPhone will remain the cornerstone of Apple's ecosystem through foldables and 20th-anniversary redesigns.
Catching up in the generative AI race represents Ternus's most pressing challenge following the rocky initial rollout of Apple Intelligence and subsequent reliance on Google's Gemini to rebuild Siri. The full-scale launch of the revamped Siri AI serves as a pivotal test to restore user confidence and establish new monetization avenues without compromising Apple's strict privacy standards on upcoming hardware like camera-equipped AirPods and smart glasses. Ternus is also leveraging AI internally to streamline hardware development and reinvigorate Apple's design and engineering prominence.