Tim Cook’s Apple era could end with something most CEOs never get to hand over: a product pipeline strong enough to define the next decade. If John Ternus takes over as Apple CEO on Sept. 1, as reported, he will not inherit a quiet company waiting for its next idea. He will inherit a launch calendar packed with new categories, led by Apple’s first foldable iPhone.
Bloomberg’s Mark Gurman reports that Apple wants Ternus to introduce the foldable iPhone shortly after taking charge. That matters because the device would give him an immediate identity as Apple’s new product-focused CEO, not just the executive replacing Cook.
Ternus gets the kind of start Cook never had
Cook took over from Steve Jobs in 2011 with a strong lineup, but most of his early wins came from refining Apple’s existing playbook. Over his tenure, Apple entered three major new categories: Apple Watch in 2015, AirPods in 2016, and Vision Pro in 2024.
Ternus, by comparison, could begin with a much wider runway. The reported pipeline includes a foldable iPhone, smart home hub, tabletop robot, security device, smart glasses, AI AirPods, pendant wearable, touch-screen Macs, AR glasses, and a foldable iPad.
That does not mean every product will ship or succeed, but the scale matters. Apple has spent years looking cautious while rivals moved faster in AI hardware, smart home devices, and foldables. Ternus now gets a chance to change that perception quickly.
“I think this is just the most exciting time to be building that I can ever, ever remember,” John Ternus reportedly told employees while discussing Apple’s AI plans and future product work.
The foldable iPhone becomes his first big test
The foldable iPhone will likely set the tone for the Ternus era. Apple is reportedly focusing on durability, performance, a less visible crease, and a wider iPad-like display when unfolded. These are exactly the areas where Apple needs to convince users that it waited for a reason.
The expected price above $2,000 also makes this a high-stakes launch. It will not be a mass-market iPhone at first, but it can lift Apple’s average selling price and give premium buyers a reason to upgrade.
Hardware alone will not define Ternus. Apple still needs to fix Siri, prove Apple Intelligence can compete, and connect AI with devices people actually use daily.
That is why this transition matters. Cook built Apple into a services and supply-chain giant. Ternus now has to prove Apple can build the next wave of personal technology without losing the trust and polish that made the company valuable.
