New CEO reshapes Apple's strategy

John Ternus became Apple's CEO on September 1 and has begun implementing changes, starting with a reorganization of the mergers and acquisitions division. This move signals a new direction for the company under his leadership.

Leadership changes in key departments

Adrian Perica, who previously led the mergers and acquisitions department, has been reassigned to oversee commercial operations related to online services. Steve Smith, Perica’s deputy, is now responsible for enterprise development under financial management.

Shift in strategic priorities

The reorganization is viewed as one of Ternus’s first major decisions and may signal a more aggressive approach to acquisitions. Reports suggest that Perica was seen as cautious in his approach, while Smith may bring a more dynamic strategy to the division.

Apple's focus on artificial intelligence

Apple has been acquiring smaller companies to enhance its artificial intelligence capabilities. Recent acquisitions include Kuzu, a database specialist, and Ascend.io, which focuses on AI-driven data automation. The company is also reportedly interested in PromptAI, a small startup.

Upcoming financial report and analyst meeting

Ternus will meet with financial analysts for the first time since becoming CEO during the release of Apple’s quarterly results. The results are expected to be announced around 10:30 PM Paris time, followed by a traditional telephone conference at 11:00 PM.

New leadership style in focus

Unlike Tim Cook, who was known for optimizing Apple’s supply chain, Ternus’s leadership may be defined by his ability to identify and acquire key technologies at the right time, reflecting a strategic shift in the company’s priorities.