John Ternus could borrow from Microsoft’s playbook to reinvigorate Apple

Apple's hardware chief John Ternus could take a page from Microsoft's playbook to breathe new life into the company's product lineup, according to industry analysts watching the company's trajectory.

Microsoft's resurgence under Satya Nadella was built on a willingness to embrace change — abandoning failed strategies, betting big on cloud computing, and creating a culture of collaboration rather than internal competition. Ternus, who is widely seen as a potential successor to CEO Tim Cook, faces a similar inflection point at Apple.

The iPhone maker has been criticized for incremental updates and a lack of groundbreaking new products. While the Vision Pro represents a bold bet, its high price and limited app ecosystem have slowed adoption. Ternus could apply Microsoft-style thinking by focusing on ecosystem integration rather than standalone hardware plays.

Key areas where Ternus could make an impact include deepening AI integration across Apple's product line, creating more seamless handoff experiences between devices, and potentially expanding into new product categories that the company has been eyeing.

The transition from Cook to the next CEO will be one of the most consequential in tech history. Whether Ternus is that person — and whether he'll bring a Microsoft-style transformation — remains to be seen, but the pieces are in place for a significant shift.

**What This Means For You:** Apple's next chapter depends heavily on who leads it after Cook. If you're invested in the Apple ecosystem, Ternus's approach could determine whether the next decade brings genuine innovation or more of the same incremental updates. Keep an eye on leadership changes and product strategy shifts.