The direction is clear
The signs clearly point to growth. Apple’s hardware is selling at record levels, while at the same time the company appears to be increasingly able to attract new customer groups with cheaper products – without compromising on quality or user experience. There are three main reasons for this:
- the high service revenue per customer that Cook has built;
- the huge iPhone sales as a legacy of Steve Jobs;
- the introduction of Apple Silicon, driven by Ternus and Johny Srouji.
Srouji will take over hardware responsibility for Ternus, reuniting the hardware technologies and development teams that were separated in 2012. “I look forward to integrating these teams more closely to enable even more innovation. There are no limits to what we can achieve together,” he writes.
This confidence is not unfounded. Apple’s own processors will be crucial to how quickly the company can expand its hardware offensive. With 1-nanometer chips on the horizon, processors are smaller, more powerful and more energy efficient than ever before – and thus provide the basis for completely new devices that don’t even exist today.
Making the impossible possible
Under Ternus, Apple will consistently exploit these opportunities. This means: The company will not only open up new markets with better-priced quality products, but will also expand its portfolio to include completely new product categories.
It’s no coincidence that Ternus temporarily led Apple’s robotics team as the company prepares to unveil its first robotics products in the coming months.
Of course, Apple’s hardware will continue to be closely linked to its own software. And although Apple develops its own AI solutions as part of “Apple Intelligence,” the company does not necessarily have to build the AI itself. What’s more important is providing the best hardware on which the AI runs – and that’s exactly what Ternus will focus on.
