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has maintained its dominance in consumer devices and built up a $4 trillion market cap despite largely sitting on the sidelines of the artificial intelligence boom. But investors won’t remain patient forever, and they’ll be looking to new CEO John Ternus for a clearer strategy when it comes to playing in the hottest market on the planet.
Tim Cook’s 15-year tenure as Apple CEO comes to an end on Sept. 1, the company announced on Monday. Ternus, Apple’s longtime hardware boss, is taking over, becoming just the second leader since Steve Jobs departed in 2011, less than two months before he died from cancer.
As Cook exits, Apple faces numerous challenges, including an intricate supply chain that’s complicated by geopolitical tensions and soaring prices for memory due to unprecedented demand from the AI buildout. But for Ternus, perhaps the most critical aspect of his new job will be pushing the company deeper into AI, where it’s lagged many of its megacap peers.
So far, Apple’s AI strategy has involved avoiding hefty capital expenditures while Microsoft
