Although Cook was often criticized for not being a product savvy, he oversaw the launch of the Apple Watch, AirPods, Apple Silicon and Vision Pro, and helped grow Apple’s services revenues to become its second-largest product category, diversifying Apple’s revenues and creating financial stability. This is not an easy task.
Creating your own team
Can Ternus improve on this? He’s definitely being positioned as someone who can. His deep expertise in hardware has led to expectations that Apple will double the number of products under his leadership, so much is expected of him. He is also assembling a hardware team that includes Laura Legros, former vice president of hardware engineering, as her direct report.
What will we see from this tomorrow? To be fair, while Ternus will be making the announcement at the keynote stage, the development of this first batch of products was led by Cook, and while Ternus had a big hand in the development, this year’s Apple event should be seen as a moment of transition.