In-Depth Analysis Report on Apple's CEO Succession and Technological Innovation Prospects

Let me present a systematic and comprehensive analysis report for you:

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Apple is at a critical strategic turning point. After 15 years of leading Apple, Tim Cook is facing a major leadership transition. According to multiple sources, the 65-year-old Cook has told the management that he feels fatigued, and is expected to step down as CEO as early as 2026, possibly serving as Chairman of the Board in the future [1][2][3]. John Ternus, the current Senior Vice President of Hardware Engineering, is seen as the most likely successor [1][2].

Apple during the Cook era has achieved historic financial results—its market capitalization soared from $350 billion when he took over to nearly $4 trillion [1]—but it faces growing criticism regarding product innovation. Especially in two key areas: foldable phones and fast charging technology, Apple lags significantly behind Android competitors. The first foldable iPhone is not expected to be released until September 2026 [4][5], about 6 years later than competitors like Samsung; in terms of fast charging technology, Apple has yet to break the 30W bottleneck [6][7].

This report will systematically analyze this major transformation from five dimensions: the background of CEO succession, evaluation of Ternus’ leadership style, analysis of lag in foldable screen and fast charging technologies, changes in market competition landscape, and future outlook.

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Cook has led Apple for more than 14 years since he succeeded Steve Jobs as CEO in August 2011. As of August 1, 2025, his tenure as CEO reached 5,091 days, officially surpassing Jobs’ 5,090 days, making him the longest-serving CEO in Apple’s history [1]. However, multiple factors are pushing this legendary CEO to consider stepping down:

: Cook has told the company’s management that he feels fatigued, and hopes to gradually step down from daily management responsibilities [2]. At 65 years old, after years of working in the high-pressure CEO position, he has begun to consider devoting more time to the company’s strategic guidance rather than daily operations.

: Apple’s lackluster performance in product innovation in recent years has sparked market expectations for management changes. Discussions about Cook’s upcoming resignation have been rife since the second half of 2025 [1]. In November 2025, renowned tech journalist Mark Gurman revealed that Cook was expected to serve at least until 2028 [1], but the latest reports indicate that the situation may change faster than expected.

also merit attention: Apple’s board of directors has taken a number of measures to prepare for the “post-Cook era”, including waiving the age limit for some elderly directors at the general meeting of shareholders to be held in February 2026 [3]. Currently, two members of the board exceed the 75-year-old age limit, including Ron Sugar, 77, and Art Levinson, 75, Chairman of the Board. Apple has clearly stated that it will waive the age limit for these two directors, allowing them to continue to run for re-election [3]. The financial market interprets this as Apple paving the way for Cook’s official transition.

Apple is accelerating the selection process for a CEO successor. According to a January 8, 2026 report from The New York Times [1], multiple Apple insiders revealed that John Ternus is seen as the top candidate. The current pool of candidates also includes:

Candidate	Current Position	Advantages
John Ternus	Senior Vice President of Hardware Engineering	In-depth control of hardware products, regarded as the “safest choice” [3]
Craig Federighi	Head of Software	Rich experience in software ecosystem
Eddy Cue	Head of Services Business	Strong growth in services business
Greg Joswiak	Head of Global Marketing	Strong marketing capabilities

Apple has not yet announced the specific successor and official timeline. According to the company’s practice, major personnel changes are usually announced after the release of the financial results at the end of January, to allow sufficient transition and adaptation period for the new management [1].

The financial achievements of the Cook era are undisputed. Under his leadership, Apple has achieved the following milestones:

• Market Capitalization Growth
  : Grew from $350 billion in 2011 to nearly $4 trillion, becoming one of the world’s highest-valued companies [1]
• Revenue Expansion
  : Grew from $108.2 billion in fiscal 2011 to $416.2 billion in fiscal 2025 [6]
• Profitability
  : Long ranked among the world’s top three most profitable companies, with a net profit margin maintained above 26% [8]
• Tenure Length
  : Became the longest-serving CEO in Apple’s history

However, the limitations of the Cook era are also obvious. As one analyst commented: “Apple has become an efficient ‘money-making machine’, but its product launches have long lost the stunning appeal of the past.” [9] This comment reflects the capital market’s concerns about Apple’s declining innovation capabilities.

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John Ternus’ career trajectory is closely linked to Apple’s core product lines:

: Ternus was born in 1975 and holds a bachelor’s degree in mechanical engineering from the University of Pennsylvania [1].

:

• 2001
  : Joined Apple’s product design team [1]
• 2013
  : Promoted to Vice President of Hardware Engineering [1]
• 2021
  : Promoted to Senior Vice President, reporting directly to Cook [1]
• Current
  : In full charge of hardware engineering for products including iPhone, iPad, Mac, and AirPods, while leading the hardware teams of Apple’s Visual Products Group (VPG) and robotics research and development department [1]

:

• Led the launch of the new lightweight iPhone Air in September 2025 [1]
• Promoted the Mac chip self-developed transformation project [1]
• Led the research and development of the foldable iPhone [2]
• Established the iPhone product tiering strategy [2]

Ternus’ leadership style can be summarized as “steady and pragmatic”. Multiple Apple insiders describe him as “gentle and calm, a good collaborator”, and he has thus gained wide recognition from many executives and employees within the company [1][3].

:

• In-depth Product Understanding
  : Participated in the engineering design of all of the company’s major hardware products, with in-depth control over products such as iPhone, Mac, and iPad [6]
• Supply Chain Management Capability
  : Continues Apple’s advantages in supply chain optimization
• Cross-departmental Collaboration
  : Skilled in coordinating cooperation between software and hardware teams
• Steady Decision-Making
  : Does not pursue radical product strategies, and focuses more on maintaining the stability of existing products and businesses [6]

:

• Not a Radical Innovator
  : Not a Jobs-style disruptive innovator, more like a Cook-style steady manager [6]
• Priority on Continuity
  : Work thinking is highly aligned with Apple’s current focus on cost control, supply chain management, and incremental innovation [6]
• Lack of AI Background
  : In the current critical period of AI competition, Ternus’ hardware engineering background may be insufficient to meet the challenges in software and AI fields

The market has clear expectations for Apple in the “Ternus Era”. Analysts generally believe [3] that:

1. Continuity of Policies
   : Ternus’ succession indicates that Apple’s subsequent roadmap will not change significantly, and will continue its conservative strategy, focusing on incremental innovation rather than pursuing disruptive technological innovation [6]
2. Return to Engineer-Led Management
   : Ternus’ appointment may mean that Apple will shift from Cook’s “operation-oriented” approach back to a “product and engineering-oriented” one [3]
3. Focus on Hardware Innovation
   : Under Ternus’ leadership, Apple may make breakthroughs in hardware engineering, especially in the implementation of foldable screen technology and the optimization of the iPhone product line
4. Continuation of Supply Chain Advantages
   : Ternus can maintain Apple’s core competitiveness in high profits and supply chain advantages

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Apple’s layout in foldable screen technology can be summarized as “started early but arrived late”:

: Apple’s foldable screen R&D can be traced back many years, with a large amount of experimental R&D work conducted internally [6]. However, Apple’s consistent product strategy is to wait until the technology is fully mature before launching it to the market.

: According to multiple sources, Apple’s first foldable screen product was not an iPhone, but an iPad [9]. However, the latest leaks show that Apple is developing both foldable iPhone and iPad products simultaneously.

According to the latest leaked information [4][5], Apple’s first foldable iPhone is expected to be released in September 2026, alongside the iPhone 18 Pro series:

:

• Adopts a “wide fold” solution, with an aspect ratio close to the 16:10 wide screen of the Huawei Pura X [4]
• External Screen: 5.5 inches, 2088×1422 resolution, 460 PPI, equipped with an ultra-small punch-hole HIAA front camera [4]
• Internal Screen: 7.8 inches, 2713×1920 resolution, 4:3 aspect ratio, adopts UPC under-screen camera technology to achieve a bezel-less full screen [4]
• Supports 1-120Hz ProMotion adaptive refresh rate

:

• New hinge structure with built-in metal stress dispersion plate [4]
• Achieves a “nearly crease-free” display effect [4]
• Self-healing coating applied to the screen surface to enhance scratch resistance [4]

:

• Chip: A20 series chip, TSMC 2nm process, 15% performance improvement and 30% energy efficiency ratio improvement compared to A19 [4]
• RAM: LPDDR5X memory
• Storage: UFS 4.0 flash memory
• Camera: 48MP large-sensor main camera, supports sensor-shift optical image stabilization [4]
• Biometric Authentication: Face ID is removed, returning to Touch ID integrated into the side power button [4]
• Communication: Apple’s second-generation self-developed C2 baseband, supports eSIM only [4]

: The starting price in the U.S. market is expected to be $1,800-$2,500, equivalent to approximately RMB 13,000 to 18,000, making it the most expensive iPhone model in Apple’s history [4].

Apple lags behind competitors by about 6 years in the foldable screen field. Android manufacturers such as Samsung and Huawei began launching foldable phones as early as 2019, and have iterated multiple generations of products so far [9]. Market analysis shows:

• Samsung
  : Has launched more than 6 generations of foldable screen products, with high technical maturity
• Huawei
  : Has launched multiple foldable screen products, including the Mate X series and Pocket series
• OPPO, vivo, Xiaomi
  : All have launched their own foldable screen products
• Market Share Forecast
  : According to IDC’s prediction, after entering the market, Apple will directly rank among the top three in the global foldable screen market with a 22% market share, surpassing Huawei which has laid out for many years [4]

The reasons for Apple’s lag in foldable screen technology are multifaceted:

: Apple has always adhered to the product philosophy of “not launching new technologies first, but launching them only after perfecting the technology” [6]. While this strategy ensures product quality, it also causes Apple to miss opportunities in the rapidly changing market.

: Apple needs to ensure that the supply chain for foldable screens can meet its strict quality requirements, including the application of Samsung’s CoE packaging technology [2]. Apple is currently evaluating whether to adopt Samsung’s CoE packaging technology to make the body thinner.

: Apple may believe that the foldable screen market is not yet fully mature, and has chosen to wait for further market validation before entering. However, this judgment may be seen as overly conservative by the Android camp.

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Apple’s performance in fast charging technology has also disappointed consumers. In stark contrast to the aggressive development of the Android camp, Apple’s fast charging technology has progressed slowly:

:

• The iPhone 16 series supports up to approximately 27W wired fast charging [7]
• MagSafe wireless charging supports up to 15W [10]
• The iPhone 17e is expected to be equipped with MagSafe magnetic wireless charging, increasing the wireless charging power from 7.5W to 15W [10]

: While the Android camp has achieved 20-30W fast charging, and some brands have even broken through 100W [7], Apple still adheres to the 27W charging specification. This gap is very obvious in actual user experience—Android phones can be fully charged within 30 minutes, while iPhones may take an hour and a half or even longer.

The reasons for Apple’s conservative attitude towards fast charging technology are multifaceted:

:

• Apple focuses more on charging safety and battery life, and fast charging may have a negative impact on battery health
• Apple hopes to maintain product consistency, and is unwilling to sacrifice other user experiences in pursuit of fast charging power
• Apple’s accessories business (MagSafe, chargers, etc.) is also one of its considerations

:

• Higher-power fast charging requires more complex power management systems and heat dissipation solutions
• Apple needs to ensure that fast charging technology can work stably under various environmental conditions
• This may increase product costs and affect profit margins

:

• Apple prefers to optimize the overall battery life rather than solely pursuing charging speed
• Apple’s fast charging strategy is “just enough” rather than pursuing extreme performance

The lag in Apple’s fast charging technology has had a substantial impact on consumer experience:

• Charging Experience Gap
  : While Android users enjoy “5 minutes of charging for 2 hours of talking”, iPhone users still endure long charging times
• Accessory Ecosystem Dependence
  : Apple has created a lucrative ecosystem through accessories such as MagSafe, but this also means that consumers need to purchase additional accessories
• Market Competitiveness
  : At the same price point, the fast charging experience of Android phones has become an important differentiated advantage

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Apple in the Cook era faces a fundamental paradox: while its financial performance has hit record highs, the company’s innovation capability is increasingly questioned [6]. This dilemma is reflected in the following aspects:

:

• iPhone upgrades have shifted from “revolutionary innovation” to “incremental improvement”
• Foldable screen technology lags behind the Android camp by about 6 years
• Fast charging technology has been stagnant for a long time
• AI function launches lag behind competitors

:

• In 2016, Apple’s legendary designer Jonathan Ive announced his departure, which meant the weakening of the design team’s voice within Apple, and the company has marginalized industrial design [6]
• AI team turmoil: In August 2025, Pang Ruoming, head of AI basic models, resigned to join Meta; in September, Robbie Walker, in charge of Siri and search, resigned; in October, Yang Ke, head of AI-driven web search, resigned; in December, Senior Vice President Giannandrea announced his resignation [6]

:

• Apple’s basic logic is “willing to sacrifice appearance and endure criticism of lack of innovation to ensure that the Apple products delivered to users are of passing quality” [6]
• While this conservative strategy protects the brand reputation, it also leads to lagging behind competitors in key technological fields

The lag in the AI field may be the most severe challenge facing Apple. Commenting on the progress of Apple’s AI projects, an analyst pointed out: “Their AI strategy is a disaster. Look at OpenAI, Microsoft, Meta—every other major tech company is pouring money into the AI race, but Apple is far behind. It’s like there’s an F1 race going on right now, and Apple and Cook are just sitting there drinking cappuccinos and watching.” [6]

:

• Siri has been released for 15 years, but its functions have been limitedly improved
• The launch of Apple Intelligence has been repeatedly delayed
• After the introduction of third-party large models, the original AI team has been marginalized
• Team morale has hit rock bottom, with serious loss of core talents

:

• Apple has selected Google as its AI partner
• The next generation of Apple’s basic model will be built directly based on Google’s Gemini model and cloud technology [6]
• This means that Apple has shifted from a “self-research-focused” approach to a “cooperation-dependent” one in the AI field

Apple faces increasingly fierce competition in multiple fields:

:

• Huawei’s return to the Chinese market has created direct competitive pressure on Apple
• Samsung maintains technological leadership in the foldable screen field
• Chinese domestic brands are encircling Apple in the mid-end market

:

• On January 8, 2026, Apple fell for seven consecutive trading days, and its market capitalization was surpassed by Google, the first time since 2019 [6]
• The stock price fell from $280.15 on December 15, 2025 to $257.21 on January 14, 2026, a drop of 8.19% [8]

:

• Tech giants such as Google, Microsoft, and Meta have invested far more in the AI field than Apple
• Apple is willing to spend $700 billion on share repurchases to maintain its stock price, but has repeatedly cut the budget for purchasing NVIDIA GPUs [6]

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If Ternus takes over as CEO, he will face a series of severe challenges:

:

• Needs to demonstrate Apple’s engineering strength in the implementation of foldable screen technology
• Needs to make breakthroughs in fast charging technology to respond to consumer expectations
• Needs to re-plan the AI strategy to cope with competition

:

• Reconstruction and restructuring of the AI team
• Attracting and retaining top technical talents
• Reconstructing the innovation culture

:

• Wall Street’s high expectations for Apple’s innovation capability
• Consumers’ expectations for “revolutionary innovation” in Apple products
• Investors’ concerns about Apple’s lag in the AI field

Despite numerous challenges, Ternus still has some potential advantages:

:

• In-depth hardware product background can ensure that Apple continues to maintain leadership in the hardware field
• In-depth understanding of the supply chain can help Apple adopt new technologies faster
• Successful experience in innovative products such as the iPhone Air proves its hardware innovation capability

:

• Has wide recognition and support within the company [1]
• Long-term cooperation with Cook enables a smooth transition
• Understands Apple’s culture and operating methods

:

• The foldable iPhone is already in the late stage of R&D, and is expected to be released during his tenure
• Has a clear plan for the iPhone product line
• Understands consumer needs and market trends

Whether Ternus can reverse the technical lag depends on the following key factors:

:

• Needs to formulate a clear AI development roadmap
• Needs to decide whether to continue cooperating with Google or increase self-research investment
• Needs to reconstruct the AI team and attract top talents

:

• Needs to find a balance between “steady conservatism” and “radical innovation”
• Needs to reactivate