苹果CEO交接：Cook留任顾问，Turnis主导AI战略

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Well, it's the end of an era. Or is it? The reason I say is it is because the question I think a lot of people have. Is John Turnis, the new CEO who officially takes the reign starting tomorrow of Apple. Is he going to be an extension of Tim Cook? It's a good question to pose to Mark German. He's managing editor for global consumer tech for Bloomberg News. joins us from Los Angeles. He's the author of today's big take.

It is one of the most read stories on the Bloomberg terminal. Uh we have been waiting for this day. I know you've been waiting for this day. I encourage everybody to check out your big take. It's it's chalk full of like a great retrospective on what Tim Cook did over the last 15 years and also the challenges that John Turnis has over let's say the next 15. I guess maybe I'll pose the question to you about this. Um and you you write about this in your piece, Mark.

Is this is this going to be like a um Bob Chapeek, Bob Iger situation or like an Andy Jasse, Jeff Jeff Bezos situation? I

think it'll be more of a Andy Jasse uh Jeff Bezos type of situation, right? Where Tim Cook is still there. He's there to do the so-called dirty work on the government relations side while Turnis is running and setting the agenda for the company in a day-to-day basis. But Cook has a lot of experience. He'll be there in executive meetings. He'll be there going through numbers for Apple. Uh he'll be working on important things like trying to fix the memory shortage.

And he'll be there as an adviser to Turnis as well as that whole executive team and really the whole company if you think about it, helping Turnis work through the through these decisions. I would expect that they're going to have a one-on-one uh still on the calendar, maybe something, you know, once a month, once a week, but this is going to be an ongoing transition uh for the next several months. And I expect Tim Cook to be there in a really intimate way uh likely through 2029 or through 2028 into 2029 when Trump's tenure ends.

Yeah. I mean very interesting time for Apple Mark, isn't it? Because this handover from Tim Cook to John Turnis isn't like the handover from Steve Jobs to Tim Cook, right? In terms of the composition of the executive seuite uh uh ranks, right? I mean, there was a lot of continuity from the jobs to the Cook era, uh, but perhaps less so from the Cook to the Turnist era. I mean, he's going to have to replace a bunch of senior positions over the next three years.

How do you think, uh, Tim Cook's continued presence will help with that transition?

Yeah, that's all true. And you know what Tim Cook had uh, was a blessing and a curse, right? the blessing um was that he was able to chart his own path and set his own agenda uh without anyone being able to really question what would Steve Jobs do. People posed that question, but Steve Jobs unfortunately had passed away. He wasn't there anymore. He wasn't there to get involved, right? And so from that standpoint, it was a a clean break, so to speak.

Uh John Turnis is not going to get that uh because Tim Cook is going to still be around. Now on the other side of the coin, Apple and the world lost one of its greatest visionaries in world history with the passing of Steve Jobs. Apple lost its CEO, its founder, its leader, the person who set that agenda in almost a singular way. And so Tim Cook did not have unfortunately for him and for Apple and the world that type of figure to to lean on.

Now the benefit for Turnis on the other side of the coin is he will have that benefit to be able to lean on Tim Cook. obviously a great businessman, someone who was able to expand Apple. Uh, one interesting stat in my big take was that the services revenue alone that Apple generates today because of expansions into new things like Apple Music, uh, Apple Pay, Apple TV, uh, the growing app store, right? That business was bigger uh, that business now is bigger than Apple was in its entirety when Tim Cook took over at the end of 2011.

So, a lot to like about Cook's tenure and a lot to like if you're turnist being able to lean on him, but we'll see how quickly he's able to reshape Apple in his own image uh as Tim Cook was able to when he took over.

Yeah, I love I love that stat in your piece. I mean, it's just mindboggling. And we're looking right now, if you're watching on YouTube or Bloomberg Originals, if you go back to August of 2011, the return on shares have been under Tim Cook over 2200%. You put it a different way in your story. You've said 15x. This is a company that under Tim Cook quadrupled in global revenue. I mean up more than up to more than 400 billion dollars per year.

More than just over half of that is the iPhone. Mark, I think the the question that that I have for you um is about new products and charting that that new path forward. you make the point in in your piece that you know these two even I don't know if we have the picture of this if these guys like and you've talked about this and I'm so glad you put a picture of this in your piece at the what Ted Lasso season 4 premiere or whatever a few weeks ago these two guys are wearing the like the exact same thing.

I mean the message to investors is is really like okay perhaps this is this is Tim Cook 2.0. All that said, there's room, you argue, for some from some serious improvement when it comes to some devices and and new devices. What's on the docket for Apple in the coming years?

Well, you'll see the foldable iPhone. You'll see the smart home device, that smart home hub, uh, facial recognition. You walk up to it, it can load up your content. You'll see a tabletop robotic version of that. So, a version of that the display can move over your space with a robotic arm. Uh, you'll see a new Apple TV, a new HomePod mini, a new big HomePod, uh, a touchscreen MacBook Pro, AirPods with cameras, smart glasses with cameras, potentially a pendant that you could wear as a necklace or on your person on your shirt as a clip-on.

So, there's a lot of new stuff coming, a lot of new AI related products both in the home and in terms of wearables. So, you're going to see a ton over the next year and a half, two years. It's a really exciting time for Apple and of course customers and it's also going to be a very expensive time for me. [laughter]

I feel like you can expense some of these things. I'm just I'm not your manager, but I feel like you know just for research purposes. But anyway, sorry Christine, go ahead. [laughter and gasps]

Oh, well I mean good point about all these cool new products, right, that is going to be in the pipeline and seems like that is very much uh within Turtis' wheelhouse. He's a hardware guy, but as you mentioned, Mark, you know, the biggest challenge in some ways for Apple is really all about AI. It's it's a software side of things. So, you know, how does his strength in hardware play into that? Does he bring kind of a fresh perspective to it?

What do you think? How's that going to play out?

Well, Apple's a company that makes money off of the hardware. They have not shown an ability to roll out AI products that you're going to be willing to pay for on a standalone basis like people pay for Claude or Chat GPT. uh those guys are making the bulk of their money, I believe, on enterprise and bulk purchases and working with businesses on AI distribution. Apple's not going to do that. How are they going to make money?

By making AI at the very core of the hardware and software and services features that people are willing to pay for. An

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