John Ternus, who became Apple CEO on September 1, 2026, faces significant challenges despite his deep hardware experience. The analysis covers his main priorities: catching up in the AI race where Apple trails rivals, determining the strategic direction of the Vision Pro spatial computing platform, managing App Store dynamics and regulatory pressures, and maintaining iPhone revenue dominance. Ternus brings 25 years of Apple experience, including leadership of iPad, AirPods, and recent iPhone hardware development. His hardware-first approach signals a potential shift from Tim Cook’s strategy, but the AI competitive landscape requires immediate attention. The piece examines how Ternus’s engineering background shapes his CEO priorities and the technical challenges ahead.