--- title: Apple's next CEO is a hardware guy who wants to keep... description: John Ternus is set to become Apple's CEO on September 1, succeeding Tim Cook. Despite being a hardware engineer, his first public appearance as CEO-in-waiting... canonical: https://daily.dev/posts/apple-s-next-ceo-is-a-hardware-guy-who-wants-to-keep-making-movies-crx2giy3g twitter:card: summary_large_image twitter:site: @dailydotdev og:type: website og:site_name: daily.dev og:title: Apple's next CEO is a hardware guy who wants to keep making movies | daily.dev og:description: John Ternus is set to become Apple's CEO on September 1, succeeding Tim Cook. Despite being a hardware engineer, his first public appearance as CEO-in-waiting... og:url: https://daily.dev/posts/apple-s-next-ceo-is-a-hardware-guy-who-wants-to-keep-making-movies-crx2giy3g og:image: https://api.daily.dev/og/posts/cRX2GIY3G.png og:image:alt: Apple's next CEO is a hardware guy who wants to keep making movies og:image:width: 1200 og:image:height: 630 og:locale: en --- > ## Documentation Index > Fetch the complete documentation index at: https://daily.dev/llms.txt > Use this file to discover all available pages before exploring further. # Apple's next CEO is a hardware guy who wants to keep making movies **[Trends](https://daily.dev/sources/trends)** · 2 min read · 10 upvotes · 3 comments ## Summary John Ternus is set to become Apple's CEO on September 1, succeeding Tim Cook. Despite being a hardware engineer, his first public appearance as CEO-in-waiting was at the Ted Lasso Season 4 premiere, signaling that Apple TV+ remains a strategic priority. Apple TV+ has achieved notable critical success — including the first streaming Best Picture win (CODA), 81 Emmy nominations in 2025, and F1's $600M box office — but still loses over $1 billion annually with around 45 million subscribers, far behind Netflix. Cook framed Apple's entertainment strategy around quality and unique technical capabilities rather than volume. Ternus's real test is expected to be on AI and Siri, but his Hollywood debut is a notable early signal. ## Content John Ternus takes over as Apple CEO on September 1, and his first public signal wasn't about chips or Siri. It was at the Ted Lasso Season 4 premiere, where he made clear Apple TV+ stays a priority. That's a mildly surprising flag to plant. Ternus is a hardware engineer by background, and most of the expectations around his tenure center on AI and fixing Siri. But his early public remarks lean into entertainment, which tells you something about how Apple sees the division — not as a vanity project, but as a real part of the brand. The numbers are genuinely mixed. Apple TV+ has had a strong critical run: first streaming service to win Best Picture (CODA), 81 Emmy nominations in 2025, and F1 pulled in over $600 million at the box office. Tim Cook pointed to that film specifically as an example of Apple doing something nobody else could — custom cameras, exclusive US race streaming rights, the whole package. But the service still loses more than $1 billion a year with around 45 million subscribers. For context, that's a fraction of Netflix's subscriber base. The critical wins are real; the business case is still being made. Cook, for his part, framed Apple's entertainment strategy around quality and unique expertise rather than volume — essentially arguing they're not trying to out-Netflix Netflix. He signaled openness to more partnerships where Apple can bring something technically distinctive to the table. Whether Ternus actually drives entertainment strategy or just showed up to a premiere and said the right things is an open question. His real test will be on AI. But the fact that his first visible public moment as CEO-in-waiting was in Hollywood, not a developer conference, is at least worth noting. ## Community discussion Top comments from developers on daily.dev. **@runmedaily** · 1 upvotes > I’m eager to see the route Apple is going to take after he steps in. Maybe we will finally have AI in SIRI **@tokstesla** · 0 upvotes > Goodluck to him --- Tags: [#apple](https://daily.dev/tags/apple) [View this post on daily.dev](https://daily.dev/posts/apple-s-next-ceo-is-a-hardware-guy-who-wants-to-keep-making-movies-crx2giy3g) ```json {"@context":"https://schema.org","@graph":[{"@type":"Organization","@id":"https://daily.dev/#organization","name":"daily.dev","url":"https://daily.dev","logo":{"@type":"ImageObject","url":"https://daily.dev/apple-touch-icon.png","width":180,"height":180},"sameAs":["https://twitter.com/dailydotdev","https://github.com/dailydotdev","https://www.linkedin.com/company/daily-dev-ltd"]},{"@type":"WebSite","@id":"https://daily.dev/#website","url":"https://daily.dev","name":"daily.dev","publisher":{"@id":"https://daily.dev/#organization"},"potentialAction":{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https://daily.dev/search?q={search_term_string}"},"query-input":"required name=search_term_string"}}]} {"@context":"https://schema.org","@type":"TechArticle","headline":"Apple's next CEO is a hardware guy who wants to keep making movies","url":"https://daily.dev/posts/apple-s-next-ceo-is-a-hardware-guy-who-wants-to-keep-making-movies-crx2giy3g","mainEntityOfPage":{"@type":"WebPage","@id":"https://daily.dev/posts/apple-s-next-ceo-is-a-hardware-guy-who-wants-to-keep-making-movies-crx2giy3g"},"datePublished":"2026-07-28T09:58:23.029Z","dateModified":"2026-07-28T22:17:23.769Z","description":"John Ternus is set to become Apple's CEO on September 1, succeeding Tim Cook. 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Maybe we will finally have AI in SIRI","datePublished":"2026-07-28T14:20:56.212Z","url":"https://daily.dev/posts/cRX2GIY3G#c-Tmzb5US8G","author":{"@type":"Person","name":"Rumen Draganov","url":"https://daily.dev/runmedaily","image":"https://avatars.githubusercontent.com/u/252900205?v=4"},"interactionStatistic":{"@type":"InteractionCounter","interactionType":{"@type":"LikeAction"},"userInteractionCount":1}},{"@type":"Comment","text":"Goodluck to him","datePublished":"2026-07-28T11:58:57.574Z","url":"https://daily.dev/posts/cRX2GIY3G#c-jlPefXFNj","author":{"@type":"Person","name":"Tochukwu Okeh","url":"https://daily.dev/tokstesla","image":"https://lh3.googleusercontent.com/a/ALm5wu0M9zC8KvFRBWLakb25xsuWq6eewxwbl6yGQ8Gp=s96-c"}}]} ```