Day 1 for the new Apple CEO. What will be the keys to his success?
Tim Cook leaves Apple after 15 years having transformed it into a larger and more profitable company, but missed opportunities in AI and other emerging technologies leave major challenges for successor John Ternus. Reuters explains.
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After 15 years as the CEO of Apple, Tim Cook has left it a much bigger company.
But is it a better company?
Tim Cook took over from Apple co-founder Steve Jobs, who is a product visionary that introduced
to the world products like the Mac, the iPod, and the iPhone.
When Cook took over, there were many questions about how an executive who'd made his name
in the supply chain would shepherd the company through its next phase.
Cook had some massive wins.
Number one, he was able to deliver hundreds of millions of products year in and year out
without many disruptions.
Number two, he grew the services business into a huge revenue generator from things
like Apple TV, Apple Music, that really helped lessen Apple's dependence on the iPhone for
all of its profits.
But he also had some significant misses.
He missed things like smart speakers, where Amazon got to the market with the Alexa home
speakers faster than Apple.
Smart glasses, where Meta Ray Bans have really taken off while Apple has tried to figure
out how to respond.
But perhaps the biggest product miss has been artificial intelligence, where Apple has tread
much more cautiously than rivals such as Google or upstarts like OpenAI, the creator of Chet
GPT.
That brings up the big challenge for the new CEO, John Czernas, who will be taking over
for Tim Cook.
Apple's lost hundreds of employees to OpenAI who've gone over to OpenAI to work on AI hardware.
What is Apple going to deliver to the market that will take the new capabilities it's trying
to put into its Siri voice assistant and bring that to you in a more personal way?
And how will Apple carry over its commitment to privacy that carried from Steve Jobs to
Tim Cook and now to John Czernas to this new market where AI becomes more useful when it
knows more about you?
It's a huge set of challenges for Apple's next phase in the AI era.

