Apple’s new CEO is reviving a Steve Jobs strategy from 25 years ago
John Ternus made the case in his first keynote as Apple CEO that the iPhone isn't going anywhere.
Apple CEO John Ternus is positioning the iPhone as the cornerstone of Apple's product strategy for the AI era, echoing a strategy that Steve Jobs employed 25 years ago with the Macintosh. Speaking during his first keynote as CEO, Ternus emphasized the iPhone's role as an "intelligent personal hub" and dismissed doubts about the product's future.
This approach contrasts with former CEO Tim Cook's efforts to convince investors that Apple was more than just the iPhone. Ternus' strategy revolves around integrating advanced features such as powerful processors, high-resolution cameras, and on-device AI to enhance the iPhone's functionality and make it an indispensable tool for users.
Just as Jobs did in 2001 when he defended the Mac by highlighting its evolution and future potential, Ternus is countering the notion that the iPhone is obsolete. He argues that the iPhone's portability and versatility make it an essential device for many, even those who own laptops and iPads. By focusing on the iPhone's strengths and potential, Ternus is positioning Apple to thrive in the AI-driven future, much like it did with the Mac in the past.
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