Apple’s next chief executive, John Ternus, has promised to accelerate the company’s AI ambitions while maintaining the design-led philosophy that has defined the tech giant for decades.

Speaking to employees at a recent all-hands meeting, Ternus described AI as offering “almost unlimited potential” across Apple’s products and services, signalling a more confident tone from a company often seen as cautious in the current AI race.

The leadership transition, confirmed this week, will see Ternus take over as CEO on September 1, with long-time chief Tim Cook stepping into an executive chairman role after 15 years at the helm.

Ternus inherits Apple at a pivotal moment. While rivals including Google, Microsoft and Meta have aggressively invested in AI infrastructure, Apple has taken a more measured approach, leaning on partnerships and on-device processing rather than building large-scale models.

Despite that restraint, investor pressure is mounting for clearer direction. Ternus is expected to outline a more defined AI strategy in the coming months, particularly around how the company plans to compete without compromising its tightly integrated hardware and software ecosystem.

Crucially, Ternus has made it clear that any AI expansion won’t come at the expense of Apple’s core principles. He reaffirmed commitments to privacy, security and environmental goals, while emphasising that design will remain central to the company’s identity.

With Apple still heavily reliant on iPhone sales and facing questions about its next breakthrough product, Ternus’ early messaging suggests continuity rather than disruption. But in an industry rapidly reshaped by AI, the challenge will be proving that evolution is enough.