Apple recently held its annual iPhone hardware event, marking the first major product launch under new CEO John Ternus, who took over from Tim Cook just over two weeks ago. During the event, Apple unveiled the iPhone Duo, its first foldable smartphone, and emphasized a new direction in its approach to artificial intelligence (AI). Ternus, who is known for making more direct decisions compared to Cook’s collaborative style, outlined a clear vision for AI's role in Apple’s future. The event followed Apple’s traditional product launch strategies, with Ternus seeming to align with the company’s long-standing methods while also introducing new ideas. The iPhone Duo was positioned as a central part of Apple’s evolving AI ecosystem. However, some critics noted that Apple currently lacks native AI devices and relies heavily on the iPhone as its primary AI platform. This has led to speculation about how Apple will expand its AI capabilities in the coming years. Apple has been working on AI features since the introduction of Apple Intelligence at its 2024 Worldwide Developers Conference (WWDC). However, the company has yet to clearly define its narrative around AI. In the near future, Apple is expected to launch a range of AI-native devices, including a smart home hub, a robotic assistant, smart glasses, and AirPods with cameras. These products could significantly reshape Apple’s product lineup and consumer relationships. The transition from Tim Cook to John Ternus has brought about major changes in Apple’s executive leadership. While Cook will remain as executive chairman, several high-ranking executives are either retiring or moving to advisory roles. Phil Schiller, who previously managed the App Store and Apple events, is leaving Apple, reportedly due to disagreements over the company’s monetization strategies. Meanwhile, Ternus is expected to drive a new era of innovation, focusing on AI and new hardware. Structural changes are also underway, including the creation of a new role for Johny Srouji, Apple’s chief hardware officer, who is anticipated to eventually pursue opportunities outside of Apple. This may lead to further reorganization within the company’s hardware teams. Apple’s shift in leadership is also affecting its approach to services revenue. Eddy Cue and Ternus are working to expand the company’s monetization strategies through the App Store and other services. This approach moves away from Phil Schiller’s more developer-friendly stance, though he remains involved in an advisory capacity. As Apple continues to adapt to the AI era, the company is evolving its leadership structure, moving away from the model that defined the Tim Cook era. These changes are expected to have long-term effects on Apple’s culture, product development, and overall strategic direction.