In his first keynote address as Apple’s chief executive, John Ternus moved decisively to dispel growing speculation that the iPhone’s dominance is waning, declaring the device the superior platform for the emerging era of artificial intelligence. “There’s no product in the world better designed to be your intelligent personal hub than iPhone,” Ternus stated, marking a distinct shift from his predecessor Tim Cook, who frequently sought to demonstrate to investors that Apple’s portfolio extended well beyond its flagship smartphone.
The new CEO’s message serves as a direct counterargument to recent industry narratives predicting the imminent decline of smartphones. Headlines from outlets such as Fortune and Axios have questioned whether the smartphone’s days are numbered due to the rise of AI wearables, suggesting that Apple faces an existential challenge in defining its post-iPhone future. Ternus, however, is anchoring his vision in what he describes as an “intelligent personal assistant” strategy, with the iPhone firmly at its core.
This approach mirrors a pivotal moment in Apple’s history back in 2001, when Steve Jobs rallied support for the Macintosh at a time when many analysts believed personal computers were obsolete. During a Macworld New York keynote, Jobs referenced pessimistic commentary from industry figures like Walt Mossberg and executives from Compaq and Gateway, who claimed the PC was dying. Jobs countered this by projecting that the computer was entering its “third great age,” driven by the proliferation of digital peripherals such as camcorders, digital cameras, and DVD players. He envisioned the Mac as a “digital hub” that would connect these devices and enhance their utility.
That strategy proved prescient; later that year, Jobs unveiled the iPod, a device that answered critics’ questions about the necessity of a PC by creating a massive new product category. The iPod’s success fueled Apple’s profits for years and ultimately paved the way for the iPhone. Now, as the iPhone approaches its 20th anniversary, Ternus is confronting a similar skepticism regarding the device’s long-term relevance.
Ternus argued that the ideal hub requires a powerful processor, high-resolution cameras, persistent connectivity, and on-device AI capabilities—qualities he believes the iPhone already possesses. He highlighted that the device is among the most potent personal computing tools available, giving it a significant advantage in the compute-intensive AI landscape. While consumers may own laptops or tablets, the iPhone remains the one device they rarely part with, offering a unique combination of portability and performance that wearable competitors have yet to match.
By leaning into the iPhone rather than displacing it with unproven hardware, Ternus is effectively aligning Apple’s corporate strategy with the everyday reality of its user base. As the company navigates the AI transition, the message is clear: the iPhone is not going anywhere, and it remains the foundational element of Apple’s future.
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