GoKawiilJohn Ternus positions iPhone as core of Apple's AI strategy in first keynote as CEO
In his debut keynote as Apple CEO, John Ternus declared the iPhone the ideal 'intelligent personal hub' for the AI era, pushing back against predictions that smartphones are becoming obsolete. This marks a shift from Tim Cook's approach of emphasizing Apple's diversification beyond the iPhone, instead echoing Steve Jobs' 2001 defense of the Mac as a 'digital hub' just before the iPod's launch.
GoKawiil's interpretation of the reporting above, not reported fact.
By centering Apple's AI ambitions on the iPhone rather than a new device category, Ternus signals continuity with Apple's most reliable revenue driver rather than betting on unproven hardware. The comparison to Jobs' 'digital hub' strategy suggests Apple may be preparing to position the iPhone as the control center for a growing ecosystem of smart devices, much like the Mac once anchored digital cameras and camcorders.
- Ternus calls the iPhone the best-designed 'intelligent personal hub' for AI, unlike Cook's diversification push.
- The strategy echoes Steve Jobs' 2001 defense of the Mac as a 'digital hub' before the iPod's debut.
- The move counters recent predictions that smartphones are becoming obsolete in the AI era.
Apple iPhone 17 Pro — If the iPhone is staying the center of Apple's AI universe, the Pro is the model built to run it — top-tier chip, cameras, and display in one hub device. It's the exact product Ternus put at the heart of his "intelligent personal assistant" pitch.
See Apple iPhone 17 Pro on Amazon → Affiliate link — we may earn a commission on purchases, at no extra cost to you. Product picked by AI based on this article; it is not a tested recommendation.Source: techcrunch.com — Tim De Chant, 2026-09-09
Published there as: “Apple’s new CEO is reviving a Steve Jobs strategy from 25 years ago”
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