New York (EFE).- John Ternus made his debut on Wednesday as Apple’s new chief executive officer, leading the tech giant’s major annual hardware event.
The pre-recorded presentation, spanning nearly an hour and 20inutes, formalized the handover of power from Tim Cook and set the company’s course in the era of artificial intelligence and foldable smartphones.
The transition at the helm of the Cupertino, California-based company was stage-managed from the opening moments of the broadcast. Following a cinematic intro across Apple Park, Tim Cook appeared briefly on screen to hand over the spotlight to his successor: «Not me. That’s your guy,» Cook said before stepping aside.
Ternus then took center stage wearing an understated outfit, a burgundy long-sleeve shirt matching the new colors of the iPhone 18 Pro lineup and dark jeans, to deliver his first keynote address as CEO.
The executive, a veteran of Apple’s hardware engineering division, reiterated the company’s commitment to innovation and framed the iPhone as the user’s future personal intelligent core, anchored in local data processing and privacy.
In his inaugural event, filmed across various locations on the campus, Ternus took on the challenge of closing two of Apple’s most notable gaps in recent years: artificial intelligence, where it faces intense competition from Google and OpenAI, and foldable form factors, a segment dominated by rivals like Samsung for over seven years.
Under his leadership, Apple unveiled the ‘iPhone Duo,’ its first foldable smartphone priced at 1,999 dollars. The company limited updates to its traditional line exclusively to the high-end iPhone 18 Pro (1,199 dollars) and Pro Max (1,299 dollars) models powered by the A20 Pro chip, skipping a standard model for now.
The presentation also featured the Apple Watch Series 12 (starting at 399 dollars), Apple Watch Ultra 4 (799 dollars), and AirPods 5 with active noise cancellation (129 dollars). EFE
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