Apple: what challenges lie ahead for John Ternus after Tim Cook?

A new chapter is beginning at Apple. After fifteen years at the helm of the company, Tim Cook is handing over to John Ternus, who takes the reins at a time when the group is facing several challenges, including artificial intelligence, geopolitical tensions and rising component costs.

Speaking to RTS’s La Matinale, Daniel Steck, Head of Equity Research at Piguet Galland, discussed the challenges facing the new CEO, particularly against the backdrop of a shortage of memory chips.

This situation is putting pressure on costs across the consumer electronics industry. At the end of June, Apple raised the prices of some Macs, iPads and accessories by between $30 and $300, while leaving iPhone prices unchanged for the time being.

According to Daniel Steck, the new CEO could therefore face a challenging situation in the short term, with the risk of slowing sales or shifts in market share.

Nevertheless, he highlights Apple’s long-standing ability to reinvent its business model and product offering. The stock’s recent performance also appears to reflect investors’ confidence in the company’s ability to maintain its growth trajectory.

Read Daniel Steck’s full contribution to RTS’s La Matinale (french only)