Tim Cook He is already in his last days as CEO. Apple and will be succeeded by John Ternus from September 1st. And although Apple The change is presented primarily as a carefully prepared leadership transition, but analysts say the arrival of the long-time head of hardware development could also bring a relatively significant change in strategy. Bank of America expects Ternus to be more willing to take risks, invest more, and venture into new product categories.
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This is not an expectation of any fundamental revolution in the functioning of Apple. According to analyst Wamsi Mohan, the company should remain a very efficient and profitable machine, but at the same time, under Ternus, it could gain a greater appetite to invest in development, capital expenditures and, above all, acquisitions. It is with them that there is talk of the possibility of significantly larger deals than we were at Apple accustomed to in recent years.
Apple can start looking for the next big product
Even more interesting are the new product categories that could be included Apple could launch faster under the new CEO. Bank of America mentions, for example, smart glasses with artificial intelligence, AirPods with cameras, a smart ring, smart home devices, personal assistants or even robotics. Some of these products are not far-fetched fantasies. About camera systems AirPods has been emerging in recent months with more and more information and Apple is said to be working on smart glasses as well as new home devices at the same time. So it's quite possible that part of what analysts are now calling the future direction Apple, is already on the company's development tables.
This is where Ternus' arrival could be interesting. As head of hardware development, he has many years of experience working on products Apple and unlike Cookand its main domain is not operations and supply chain. It is therefore logical to expect that it will have a slightly different relationship to new products and their development. Apple Moreover, according to Bank of America, it needs to regain its ability to surprise. The company is now huge and relies on incremental improvements for most of its core products. But iPhone, Apple Watch or AirPods can no longer grow donekoneand Apple will sooner or later need another significant product category.
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And that's why I'll be interested in the Ternus era even more than the CEO change itself. If he really gets more room to make bolder decisions, Apple could, after years, relaunch products that will not be clear in advance whether they will succeed. And exactly such products can beonec the most interesting ones.
