Steady, not showy: first impressions of Apple’s new CEO
John Ternus took over the lead as CEO of Apple in September. The iPhone keynote was the first time he got to publicly show what he’s all about. His main focus at the event was technology and team spirit.
Apple’s keynote marked not only the launch of the first foldable iPhone but also John Ternus’s debut as CEO. After 15 years with Tim Cook at the helm, a new leader has stepped into the spotlight to represent the company in the outside world. How does he come across on stage and what effect does this have?
As Ternus takes the stage, it’s striking how understated he is. For one, there’s his distinctly casual look: dark sweater, black jeans, sneakers. No iconic uniform like Steve Jobs’ turtleneck, no flashy executive outfit. The new CEO comes across as a regular, approachable guy. His body language is calm, and he avoids sudden movements. For the most part, Ternus is standing still or taking leisurely strolls across the campus. His gestures are deliberate without being over the top. This is no showman, but a calm character who doesn’t do extravaganza.
His entrance at the keynote emphasises this approach. After Tim Cook hands over with the words «This is your guy», Ternus expresses the «extraordinary privilege it is to represent [...] Apple» and speaks about all the years he’s spent with the company. He highlights team spirit, curiosity and invention without being sentimental or giving off the impression that a new age is dawning. His message is stability. People watching should feel that this is no outsider taking the reins, but someone from within the well-oiled machine.
Ternus underscores this with his manner of speaking. His sentences are clear, borderline unemotional. He’s doesn’t go overboard with rhetorical devices, holds back with punchlines and uses fewer buzzwords than his predecessors. His pace is steady, his voice and facial expressions friendly. There’s no obvious attempt to win over the audience with sheer volume or intense emotions. Although his performance isn’t as captivating as Steve Jobs’, it’s more natural than Tim Cook’s, which often came across as overly rehearsed.
One more thing
Ternus conveys competence and reliability. This makes one deliberate showy element stand out all the more: the «One more thing» moment towards the end of the presentation – Steve Jobs’ legendary line before the star product is unveiled. So far, so predictable. The point is that Ternus isn’t trying to imitate the Apple founder. There’s no forced excitement, no dramatic pauses, just a controlled smile and an elegant transition back to the AI Hub he mentioned at the beginning of the keynote. And then it’s right back to focussing on the product.
Source: Screenshot Apple Keynote
For longtime Apple fans, the «One more thing» moment has a reassuring quality. Namely, that the stage is still a place for important announcements, and that traditions are being upheld. And yet, Ternus refrains from seizing the moment to put himself in the spotlight. Instead, he stays in the role of product spokesperson, not performer. Although this makes the keynote less entertaining in the short term, it enhances his credibility as someone who prioritises content over spectacle.
The rest of the event dramaturgy also aligns with this image. The visuals are minimal: a few icons, clear terms and few effects. Combined with his steady delivery, this creates an impression of technical professionalism. Ternus presents the products as the result of excellent engineering. Wording that’s something of a small revolution for a company that likes to throw around terms like «magic» and make exaggerated marketing promises.
Focus on the team rather than individuals
The internal impact of this is difficult to measure, but easy to imagine. A CEO recognising the product teams by highlighting their work? For developers and designers, this will definitely create a sense of recognition. In line with this, most shots aren’t of Ternus alone, but of him wandering through the Apple Campus, employees bustling around in the background.
Source: Screenshot from Apple Keynote
From an outside perspective, this changes the company’s character. Under Jobs, visions and storytelling took centre stage; under Cook, efficiency and financial success. Ternus now embodies a third focus: technological advancements and well-designed products. This reduces the idolisation of individuals without affecting the brand’s significance. It also leaves less room for criticism at a time when tech companies around the world are under regulatory and social scrutiny, and flamboyant personalities are highly divisive.
From a stock market’s perspective, the impact of Ternus’s debut is a mixed bag. Anyone hoping for an impressive show generating a short-lived buzz will be left wanting. By contrast, anyone who views reliable products as the foundation of a company’s success can rest assured. So far, the new CEO hasn’t been promoting any grand visions that might later prove to be overblown. Instead, he gives the impression that the company is built on a stable process in which people at the top are replaceable.
Source: Screenshot Apple Keynote
Essentially, this first keynote has one main message: Apple doesn’t want to be defined by celebrity worship. John Ternus views himself as the spokesperson for a collective and places products at the centre of his work. He comes across as less flamboyant than Steve Jobs and less calculated than Tim Cook. It will be interesting to see how his personality shapes Apple’s identity in the coming years.
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