JAKARTA - The leadership transition at Apple this week has attracted more attention, after claims from within the company that new CEO John Ternus will bring a more assertive leadership style than his predecessor, Tim Cook.
According to a report quoted by Bloomberg, a number of Apple employees describe Ternus as a figure who is faster in making decisions. One internal source who works closely with the two figures said their style differences were quite contrasting.
"Ternus will make a decision immediately. If you come to the team with an option 'A' or 'B', he will not immediately choose," said the source. "He will ask a series of questions first if there is any doubt."
The same source added that Ternus' approach may be risky, but it is clearer in its direction. "The decision can be right or wrong, but at least it is a decision," he said.
This style has the potential to mark a significant change in the way Apple is run. For more than a decade, Cook has been known for his consensus-based approach - prioritizing discussion and thoughtful consideration before taking strategic steps.
On the other hand, Ternus is said to be more hands-on, especially in the field of hardware engineering, an area that has been his specialty so far. He is also rumored to want to remain directly involved in product development, something that reminds of Steve Jobs' leadership style which is very product-focused.
This comparison is not new. In the biography written by Walter Isaacson, Jobs once called Cook a figure who was able to run almost all aspects of Apple's business, but not a "product person".
Now, with Ternus having a strong background in hardware development, expectations have shifted. Investors and analysts will observe whether this more assertive and product-driven approach is able to accelerate Apple's innovation - especially amid increasingly tight technological competition, including in the AI sector.
Ternus is scheduled to officially take over the position of CEO on September 1, 2026, becoming the eighth leader in Apple's history. His main challenge is clear: maintaining the stability of Cook's legacy, while bringing new breakthroughs that can keep Apple relevant in the next era.
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