John Ternus Faces Three Major Apple Challenges

By William Lebovics September 3, 2026 8 views

WSJ Apple Reporter Rolfe Winkler examines the key obstacles ahead for Apple's new CEO, including AI development, component costs, and device pricing.

Rolfe Winkler breaks down the three major challenges facing Apple's new CEO John Ternus, from AI innovation to rising device prices.

Questions & Answers

Who is the new CEO of Apple?

John Ternus has officially replaced Tim Cook as Apple's CEO.

What was John Ternus's first tweet on X?

His first tweet simply said 'Hello.' It garnered hundreds of thousands of followers in the first couple hours.

What are two major challenges John Ternus will face as Apple's new CEO?

Two major challenges are: (1) AI, Apple is considered a laggard in artificial intelligence compared to companies like OpenAI, Anthropic, Google, and Meta. Apple plans to address this with an updated Siri coming with the next version of its operating system; and (2) Price increases, Apple is raising prices across all devices due to skyrocketing component costs.

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