John Ternus has officially completed his first week at the helm of Apple, succeeding Tim Cook who stepped down as CEO on September 1. According to reports from 9to5Mac, the former hardware engineering chief has already begun to imprint his vision on the company's future, but Cook has not fully stepped away. Internal sources reveal that the former CEO will remain as a special adviser, ensuring a smooth transition at a crucial time for the imminent launch of the iPhone 18 lineup.
Tim Cook's role in the new Apple era
Tim Cook will not disappear from the scene, but his involvement will be more limited compared to the past. According to early reports, Cook will support Ternus mainly on high-level strategic issues and institutional relations, leaving the new CEO full operational autonomy. This choice echoes the previous handover from Steve Jobs to Cook in 2011, when the founder remained as an adviser until his passing. The continuity provided by Cook could prove invaluable as Apple faces regulatory challenges in Europe and increasingly fierce competition in the artificial intelligence sector.
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iPhone event rumors and Apple Watch Series 12 health features
With the iPhone 18 event looming, the latest rumors focus on some health features for the Apple Watch Series 12. According to industry analysts, the new smartwatch could introduce a hydration monitoring sensor and an improved electrocardiogram capable of detecting signs of stress. Speculation about a September event is growing, with possible announcements also for new AirPods Pro and an upgrade to the A20 Pro chip. Those who follow Apple news closely know that every detail matters, as demonstrated by the media attention on the technical specifications of the iPhone 18 Pro, already discussed in our analysis of the A20 Pro chip.
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Apple TV+ price hike for the second time in two years
This week Apple announced an increase in the monthly subscription fee for Apple TV+, the second in as many years. The increase, bringing the subscription to $12.99 per month in the US, reflects rising costs for producing high-profile original content. Despite mixed reactions from users, the move appears in line with Cupertino's strategy to position the service as a direct competitor to Netflix and Disney+. It remains to be seen whether the growing catalog, with successful series like Foundation and Severance, will justify the extra expense for consumers.
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Prospects for Apple's new course
With John Ternus at the helm, investors are watching the new CEO's first moves with interest, as he must balance innovation and profitability. His experience in managing the supply chain and developing key products like Apple Silicon chips could prove decisive in maintaining the competitive edge. While Tim Cook leaves a legacy of unprecedented growth, with a market value surpassing $4 trillion, Ternus must now demonstrate he can navigate the complexities of a mature market. The coming weeks, with the launch of the new iPhone generation and the fall event, will be the first real test for his tenure.
