Apple's new CEO puts iPhone at the heart of his AI strategy
In his first keynote as Apple CEO, John Ternus declared the iPhone will remain central to the company's artificial intelligence strategy, pushing back on claims that the smartphone era is fading. The approach echoes Steve Jobs' 2001 defense of the Mac as a digital hub.
Apple CEO John Ternus used his first keynote in the role on Wednesday to firmly establish the iPhone as the centerpiece of the company's strategy for the artificial intelligence era. He argued that no device in the world is better suited to serve as a person's "intelligent personal hub" than the iPhone.
This marks a shift from predecessor Tim Cook's approach, which repeatedly emphasized to investors that Apple was more than just an iPhone company. Ternus's remarks also directly countered recent commentary suggesting the smartphone's relevance is declining, including headlines claiming the device's days are numbered.
An echo of Steve Jobs' 2001 pitch
Ternus's framing recalls a similar moment 25 years ago, when Steve Jobs defended the Mac at a time many believed personal computers were becoming obsolete. In 2001, Jobs rejected pessimistic industry commentary, insisting the PC wasn't fading but evolving into a "digital hub" that would connect devices like camcorders and digital cameras. Later that year, Jobs unveiled the iPod, which became a massive commercial success and eventually helped pave the way for the iPhone's development.
Why the iPhone still fits the AI era
According to Ternus, an ideal hub device needs a powerful processor, high-resolution cameras, persistent connectivity, and on-device AI capabilities — all features the iPhone already offers. He noted that the iPhone ranks among the most powerful personal computing devices available, and its combination of power and portability makes it the one device many people can't do without, even when they also own a laptop or tablet.
Several companies have tried to displace the iPhone with various wearable devices, but none have succeeded so far. It remains unclear whether Ternus has a new, iPod-like product in development, but for now he has made clear the iPhone remains central to Apple's strategy.
