苹果CEO交接：Ternus接任，Cook留任顾问

We have been waiting for this day. I know you've been waiting for this day. I encourage everybody to check out your big tickets. It's chock full of like, a great retrospective on what Tim Cook did over the last 15 years, and also the challenges that John Turnus has over, let's say, the next 15. I guess maybe I'll pose the question to you about this. Um, and you write about this in your piece. Mark, is this is this going to be like, uh, um, Bob Chapek, Bob Iger situation or like a Andy Jassy, Jeff, Jeff Bezos situation?

I think it'll be more of, uh, Andy Jassy, 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. Well, Turnus is running and setting the agenda for the company in the 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 advisor to attorneys as well as that whole executive team, and really the whole company, if you think about it, helping turn this 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 Turner isn't like the handover from Steve Jobs to Tim Cook, right? In terms of the composition of the executive C-suite, 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 Turnus 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 pose 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 clean break, so to speak. Uh, John Turner 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 and almost a singular way.

And so Tim Cook did not have, unfortunately for him and for Apple in the world, that type of figure to to lean on. Now the benefit for turn is 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, it's 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 your turn is 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 mind boggling. And we're looking right now if you're watching on YouTube at Bloomberg Originals, if you go back to August of 2011, the return on shares have been under Tim Cook over 2,200%. You put it a different way in your story. You've said 15 acts. This is a company that, under Tim Cook quadrupled in global revenue. I mean, up more than, uh, up to more than $400 billion per year. More than just over half of that is the iPhone.

Mark, I think the question that I have for you, um, is about new products and charting that that new path forward. You make the point in your piece that you know these two. Even 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 Ted Lasso season four 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 to point out all that said, there's room. You argue for some from some serious improvement when it comes to some devices 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 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 touch screen MacBook Pro, AirPods with cameras, smart glasses with cameras, potentially a pendant that you can 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 eye 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. 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. 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 her 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 the software side of things. So, you know, how does his strength and 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 is a company that makes money off of the hardware. They have not shown an ability to roll out eye products that you're going to be willing to pay for on a standalone basis, like people pay for Claude or ChatGPT. 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. And so that is going to be their push into the market there. And I think on top of that, you are going to see them try to monetize Siri. I eventually whether that's paying for more advanced versions of those plans, uh, also paying for third party app integrations, taking a slice of revenue from there. So what's Tim?

What's Tim Cook going to be doing now? Mark? Is he going to Palm Springs and just hiking with his new bodyguard? Uh, well, he's itching to fill his plate with responsibilities. I think he's still going to be quite involved, uh, at least for the next several years. Uh, I also believe he'll continue managing the government relationships. He was doing a lot of government meetings and such. Going to the white House, meeting with Trump, going to D.C., meeting with Trump and other officials.

You saw they did the recent meeting, uh, in Texas at that Mac mini facility they had, like Nick there. Uh, you'l