Apple’s new CEO is reviving a Steve Jobs strategy from 25 years ago
Apple CEO John Ternus is doubling down on the iPhone as the company's central 'intelligent personal hub' for the AI era, rejecting claims that the smartphone's relevance is fading. This strategy mirrors Steve Jobs' 2001 'digital hub' vision, which positioned the Mac as the core of a growing ecosystem of devices.
Why it matters
The shift signals a strategic pivot for Apple under new leadership, prioritizing the iPhone's longevity as an AI-powered platform rather than seeking an immediate successor to the device.
Apple CEO John Ternus wants you to know that the iPhone isn’t going anywhere.
Ternus threw his weight behind the venerable device on Wednesday during his first keynote as CEO, placing it firmly at the center of Apple’s product strategy for the AI era.
“There’s no product in the world better designed to be your intelligent personal hub than iPhone,” he said.
This contrasts with the approach taken by former CEO Tim Cook, who tried time and again to convince Wall Street that Apple was more than just the iPhone.
Ternus’ pitch is also a rebuttal to pundits who have recently cast doubt on the iPhone. “The smartphone’s days are numbered,” said one headline . “The Tim Cook era is coming to a close with an existential challenge for Apple: figuring out what comes after the iPhone,” said another article .
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