This is confusing. The article last week said that Tim was the one making decisions, now we're being told he didn't. Which is it?
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Report: Ternus to Bring Jobs-Era Decisiveness Back to Apple
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Mac Fly (film)
macrumors 68040
He won’t be CEO until later in the year.
Ternus didn’t build the pyramids nor did he invent time travel—beyond speculative articles the only way to judge his leading of Apple will be with hindsight. Give him three years for a better idea of what’s going on with him at the top.
My hopes are he has Apple produce two smaller iPhones around 5.7-inches (a regular and a prosumer), and he cuts the complexity of the lineup down to several distinct iPhone models focusing more on sizing options across a streamlined lineup.
iPhone and iPhone Ultra
Apple Fold and Apple Fold Ultra
The two non-folding phones, iPhone and iPhone Ultra in three sizes. While the consumer non-fold (iPhone) would shed some weight, the prosumer model (iPhone Ultra) would become thicker aiming to eliminate the need for external battery packs. Apple Fold Ultra would add better cameras, bigger battery, bigger screens and faster chips for a higher cost over the regular model, offering a similar trade-off in its category.
For the laptops for MBA I’d like to see better display size options, such as 13-inch and 14.5-inch, with the medium (smallest) MBP model in the same 14.5-inch "sweet spot" size to make purchasing a laptop easier. You’d have 13-inch, 14.5-inch and 16.5-inch to choose from, and after that the customer's concerns would be budget allocation and feature needs with two key 13-inch options in the Neo and Air, two 14.5-inch options with the Air and the Pro, and one large costly Pro to finish things off.
For the iPad lineup he should kill the Air, focusing on an increased distinction between the regular and the Pro, with also the possibility of a future large size regular iPad model in addition to the 11-inch—and for the iPad Pros contrastingly more power and more ports and things. Further, I would forgo adding touch to any Mac and instead would give iPad Pros the ability to optionally switch to macOS when the right peripherals or case were connected.
To me the only sensible way to add touch to Mac isn’t by adding it to a laptop (hence why iPad Pros in laptop orientation should have the option to switch to macOS) but if the hardware itself is a hybrid device, such as an iMac “Studio” with a floating “G4” style display that can be physically pulled down to the desk surface for a totally different physical setup that calls for a transition into touch interaction. A kind of artist’s “easel mode.” For this, touch makes sense since the intention is to get intimate with the display and probably to draw, schematic or paint on it. Simply adding touch to a MacBook because some might want it is the wrong approach.
Just some things I would hope Ternus would see and consider.
Ternus didn’t build the pyramids nor did he invent time travel—beyond speculative articles the only way to judge his leading of Apple will be with hindsight. Give him three years for a better idea of what’s going on with him at the top.
My hopes are he has Apple produce two smaller iPhones around 5.7-inches (a regular and a prosumer), and he cuts the complexity of the lineup down to several distinct iPhone models focusing more on sizing options across a streamlined lineup.
iPhone and iPhone Ultra
Apple Fold and Apple Fold Ultra
The two non-folding phones, iPhone and iPhone Ultra in three sizes. While the consumer non-fold (iPhone) would shed some weight, the prosumer model (iPhone Ultra) would become thicker aiming to eliminate the need for external battery packs. Apple Fold Ultra would add better cameras, bigger battery, bigger screens and faster chips for a higher cost over the regular model, offering a similar trade-off in its category.
For the laptops for MBA I’d like to see better display size options, such as 13-inch and 14.5-inch, with the medium (smallest) MBP model in the same 14.5-inch "sweet spot" size to make purchasing a laptop easier. You’d have 13-inch, 14.5-inch and 16.5-inch to choose from, and after that the customer's concerns would be budget allocation and feature needs with two key 13-inch options in the Neo and Air, two 14.5-inch options with the Air and the Pro, and one large costly Pro to finish things off.
For the iPad lineup he should kill the Air, focusing on an increased distinction between the regular and the Pro, with also the possibility of a future large size regular iPad model in addition to the 11-inch—and for the iPad Pros contrastingly more power and more ports and things. Further, I would forgo adding touch to any Mac and instead would give iPad Pros the ability to optionally switch to macOS when the right peripherals or case were connected.
To me the only sensible way to add touch to Mac isn’t by adding it to a laptop (hence why iPad Pros in laptop orientation should have the option to switch to macOS) but if the hardware itself is a hybrid device, such as an iMac “Studio” with a floating “G4” style display that can be physically pulled down to the desk surface for a totally different physical setup that calls for a transition into touch interaction. A kind of artist’s “easel mode.” For this, touch makes sense since the intention is to get intimate with the display and probably to draw, schematic or paint on it. Simply adding touch to a MacBook because some might want it is the wrong approach.
Just some things I would hope Ternus would see and consider.
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m4mario
macrumors 6502a
Comparing to Steve Jobs would put an unnecessary burden on John. No one can be compared to him.
Jobs made decisions, but it was combined with an obsession to execution, along with his ability to convince that this idea is the best thing since sourdough bread.
Jobs made decisions, but it was combined with an obsession to execution, along with his ability to convince that this idea is the best thing since sourdough bread.
IIGS User
macrumors 65816
Cautiously optimistic.
Cook is a bean counter with roots in IBM. Ternus is a hardware guy who cut his teeth at Apple.
Having a genuine "hardware" guy back at the helm has to be an improvement. I'm actually more excited than I am leading on, but I simply don't want to be disappointed.
But after the Cook years, things have to get better. Like after the Scully years. Get someone in there with a passion for technology and the grapes to make a decision.
Cook is a bean counter with roots in IBM. Ternus is a hardware guy who cut his teeth at Apple.
Having a genuine "hardware" guy back at the helm has to be an improvement. I'm actually more excited than I am leading on, but I simply don't want to be disappointed.
But after the Cook years, things have to get better. Like after the Scully years. Get someone in there with a passion for technology and the grapes to make a decision.
WilliApple
macrumors 68000
Im Curious on what this means for AVP’s future…
Just like a sporting team, you change the coach and different things start to happen.
- Some coaches come up with game plans that change the way the game is played. (Jobs)
- Some coaches are great at building the team list, and having to cut those who don't fit the style of the game, like Forstall. (Cook)
- Some coaches are great at getting the team motivated. This is what I hope Ternus will be.
I don't think anyone can say Cook skimped on the product. The quality has only gotten better. Old Macs used to squeak, Old iPhones used to bend. The quality of the Apple Watch Ultra is next level. Such a level of detail you simply do not see in other comparative brands. Apple is always known for their quality, even if the Original MacBook Air (envelope style) was a boiling hot mess, it was still exceptionally built.
I think he's going to do a great job, but he simply can't live up to all the second-coming-of-steve-jobs hopes and wild rumor mill predictions.
realLucaR
macrumors regular
I haven't really kept up all that much, what did you guys dislike so much about Tim Cook?
Let's hope he fixes the f*** up that iOS26/Tahoe is.
New CEOs dont change things straight away, so it might take a couple of years before we see an impact/change
HouseLannister
macrumors 68040
Go nuts, Ternus! Day 1: iPhone renamed Apple Phone, half the products discontinued, buy Anthropic, buy Peacock, ban X/Grok from the App Store, kill Liquid Glass.
Radeon85
macrumors 68000
There has been a bean counter in charge for far too long, one that cares more about shareholders and profits and to hell with the consumer.
It’s about time Apple had someone decent in charge again. As he was against the Vision Pro I also liked him already, I could see that being a flop from day one, and it has been.
It’s about time Apple had someone decent in charge again. As he was against the Vision Pro I also liked him already, I could see that being a flop from day one, and it has been.
Decisiveness is only good if you make the right decisions.
That sometimes also requires getting lucky and being in the right place at the right time.
...and, all credit to Jobs, you don't hit a string of home runs like he did without a good dollop of luck and serendipity. There's no guarantee that there's a "next iPhone" hole in the market that Apple could easily grab. Apple Vision and the Apple Car could have been without the benefit of 20:20 hindsight.
I think Apple Vision is potentially the new Newton (not Jobs, of course), Lisa or NextStep... Commercial flops, but give it 5-10 years. (Lisa flopped, but generated massive interest in GUIs which probably made the Mac an easier sell, NextStep didn't gain much traction for years until it turned into MacOS X, Newton was ahead of its time and fizzled, but played a significant role in the history of ARM, and hence the iPhone and Apple Silicon).
Plus, I'm sure that Apple have built a nice little patent portfolio out of their Apple Vision and Car work.
Holding back on AI and licensing third party tech could look like the best non-decision ever if there's a massive bubble burst in the near future.
As for technical innovation under Cook: Apple Silicon anybody? I mean, both the M series and the development of the A-series that led up to it, rather than using off-the-peg ARM designs.
That sometimes also requires getting lucky and being in the right place at the right time.
...and, all credit to Jobs, you don't hit a string of home runs like he did without a good dollop of luck and serendipity. There's no guarantee that there's a "next iPhone" hole in the market that Apple could easily grab. Apple Vision and the Apple Car could have been without the benefit of 20:20 hindsight.
I think Apple Vision is potentially the new Newton (not Jobs, of course), Lisa or NextStep... Commercial flops, but give it 5-10 years. (Lisa flopped, but generated massive interest in GUIs which probably made the Mac an easier sell, NextStep didn't gain much traction for years until it turned into MacOS X, Newton was ahead of its time and fizzled, but played a significant role in the history of ARM, and hence the iPhone and Apple Silicon).
Plus, I'm sure that Apple have built a nice little patent portfolio out of their Apple Vision and Car work.
Holding back on AI and licensing third party tech could look like the best non-decision ever if there's a massive bubble burst in the near future.
As for technical innovation under Cook: Apple Silicon anybody? I mean, both the M series and the development of the A-series that led up to it, rather than using off-the-peg ARM designs.
kotaKat
macrumors regular
"In a new Bloomberg report, reporter..."
Stop it. Find some other goddamn hack to report from.
Stop it. Find some other goddamn hack to report from.
everlast3434
macrumors 6502a
Oh boy. MacRumours is going to get SO MANY articles out of this lol.
Happy_John
Suspended
Not a chance. The best hope will be a closer relationship between Apple and Ubiquiti, with Apple selling a Ubiquiti Small NAS + Small router solution through their stores and online.
rorschach
macrumors 68020
The price is absolutely what killed it. Only $1,000 less would put it in the price range of a decently specced MacBook Pro, which tons of people buy. If they truly wanted to establish an entirely new platform, they should have gone for volume.
Happy_John
Suspended
Probably no future for the AVP as is, but a future for the "Vision" line.
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This is not true. He can easily make impactful a decisions very soon. One would be to stop with the recorded keynotes and go back to live events
HouseLannister
macrumors 68040
This is going to be the most fascinating first month or two of any CEO. Did Cook leave at the perfect time and set Ternus up for success or did Cook get off the sinking ship before it was truly catastrophic?
Scenario 1: Ternus announces a folding phone, introduces the world’s best AI and how it will completely transform our lives, launches a new AppleTV, security camera, smart doorbell, HomePod with a screen, maybe something with a robot arm… all built around AI, a touchscreen MacBook, a folding iPad, etc. Biggest single quarter ever.
Scenario 2: Everything is delayed or was a Gurman fever dream. Here’s an iPhone in red(ish).
Scenario 1: Ternus announces a folding phone, introduces the world’s best AI and how it will completely transform our lives, launches a new AppleTV, security camera, smart doorbell, HomePod with a screen, maybe something with a robot arm… all built around AI, a touchscreen MacBook, a folding iPad, etc. Biggest single quarter ever.
Scenario 2: Everything is delayed or was a Gurman fever dream. Here’s an iPhone in red(ish).
I have nothing against Tim and thoroughly believe that the contributions he’s made to Apple success are astronomical from a business standpoint.
I still do and have always loved Apple’s hardware but I do feel it is time for a change.
The bean encounters and marketing department have been in charge for too long.
It’s time to get back to a hardware and design centric approach.
I still do and have always loved Apple’s hardware but I do feel it is time for a change.
The bean encounters and marketing department have been in charge for too long.
It’s time to get back to a hardware and design centric approach.
Wake me up in 5 years. It's gonna take a while for some reshaping to take place. The boat is now a cruise ship and one man at the wheel is gonna need a lot more than muscle to steer that thing.
KnowsHowItWorks
Suspended
So getting some input from the actually competent people is a weakness now. Ok.