Apple's Next CEO Needs to Launch a Killer AI Product

A striking development has emerged in artificial intelligence. Steven Levy Business Apr 24, 2026 11:00 AM Apple's Next CEO Needs to Launch a Killer AI Product Tim Cook was a great CEO, but he didn’t crack AI. It’s job number 1 for John Ternus. Photo-Illustration: WIRED Staff; Getty Images Comment Loader Save Story Save this story Comment Loader Save Story Save this story Sometime in the next year or two, Apple’s new CEO, John Ternus, will step onto a stage and tell the world that his company has a revolutionary product.

This product, he’ll say, will put the full and awesome power of AI into everyone’s hands. It probably won’t represent a breakthrough in AI research, and it might not let people automate work or perform tasks any better than a lot of technically minded people are doing today. It may or may not involve a new device, though if it doesn’t, one should be in development.

Technical Details

But if it all works out, that keynote will mark the moment when Apple did to AI what it has done for desktop computers, the internet, mobile technology, wearables, and music distribution. That is, it’ll offer a solution to a troublesome technology that’s so delightful and right that it seems obvious in retrospect. This isn’t optional for Ternus.

While AI is clearly the future and millions of people use it, even more are suspicious of it. Powerful new AI agent technologies such as Claude Code and OpenClaw are still too risky or technical for most people to adopt. If Apple doesn’t decode this for the masses, someone else will.

Current CEO Tim Cook, who announced this week that he’ll vacate his role in September and become the company board’s executive chairman, has done a superlative job guiding the company after Steve Jobs, but he left this important box unchecked. Apple Intelligence, rolled out with much fanfare in 2024, was underwhelming and uncompleted. Can Ternus shepherd such a product?

Industry Implications

It’s hard to say, because the current SVP of hardware engineering has spent so much of his career out of the public eye. He only recently started doing more press interviews when it became apparent that he was the top candidate to assume Cook’s job. People see him as a methodical operator like Cook as opposed to a visionary like Jobs, but that might be because of a similar low-key demeanor.

Maybe once he’s in the top job, he’ll be liberated to reach for the skies. My own interactions with him have been sparse. A decade ago I spent a day at Apple’s Input Design Lab with him and his team.

“I started in 2001 and have had the good fortune of working on many of our products throughout the years,” he told me by way of introduction. That day he got deep into the weeds on subjects like quantum dots, the environmental impact of cadmium, and the fact that “not all white light is created equal. ” It was clear that he was likable; there was a lot of fun banter between him and his team.

This advance offers important signals about the future of the sector, and the tech world is watching closely.