After Steve Jobs and Tim Cook, which way will John Turnus take Apple?

Artificial intelligence is the big challenge facing Apple's new CEO John Turnus. With 25 years of experience in engineering and product innovation, John Turnus will have to get up to speed this time. In addition, the global supply chain, investor expectations and the politics of the technology sector must be dealt with. It remains to be seen how he takes Apple after Steve Jobs' legacy of innovation and Tim Cook's business leadership.

John Turnus took over as Apple's CEO on September 1. His career in this company is 25 years. Utilizing his engineering and product innovation skills, he has contributed to the development of products such as Mac computers, iPads, AirPods and iPhones. These products have played an important role in changing the use of technology and the consumer experience. After becoming Apple's senior hardware executive in 2021, his responsibilities in the company's product development expanded.

But leading product development and serving as the head of one of the world's largest technology companies are not the same thing. In his new role, he will not only have to keep an eye on technology and design; At the same time investors, politics, rival company heads and global business partners have to be dealt with.

An image of that change can be seen at Apple's unveiling of its new foldable phone 'Duo' in Silicon Valley last September. The price of the phone is 1 thousand 999 dollars. Technology lovers, journalists and social media stars were present at the event. Among them was 21-year-old YouTube star Eyespeed, who has 61.1 million subscribers.

After taking a few pictures with the phone in hand, John Turnus spoke to Eyespeed. This YouTube star expressed excitement after seeing the phone. However, a moment of their meeting caught the attention of the audience. As Turnus tried to send a picture message with the phone, his hand was seen shaking. The event was being broadcast live on Eyespeed's YouTube channel.

John Turnus later told Time magazine that he had not slept well the night before. Along with that, there was an attempt to stay strong by drinking coffee. As a result, he was very excited. The incident does not infer anything about his leadership abilities. But it is clear that the importance of public presence and communication has increased as the head of Apple.

The reality is that Turnus is using his own skills and experience rather than trying to be like his predecessors. Apple's strength is also there. That is, to create beautiful products. Products that make people's work easier and increase creativity. At the same time, inventing products that make people happy.

The purpose of this meeting of Turnus with Isospeed is to highlight that. It also aims to increase pre-orders of new products by attracting a large number of young followers of Eyespeed.

But critics see the story the other way around. According to them, Apple may be using its old reputation and charm instead of focusing on future technology innovations like artificial intelligence. That is, they are trying to sell expensive products.

Legacy of Jobs and Cook

One of the biggest questions facing John Turnus is how he will continue the succession of Apple's two previous CEOs.

Steve Jobs shaped Apple into a technology company whose products are not only about functionality, but also about design, user experience and personal emotion. He had the ability to beautifully highlight how technology can change people's lives. Under his leadership, Apple's products became known around the world.

On the other hand, Tim Cook's leadership characteristics were the ability to handle the complexities of global business management, supply chain and international markets. Apple's manufacturing and commercial operations are scattered across countries. Cook's leadership has been instrumental in maintaining the company's global position in these areas.

John Turnus is different from the two of them. He is a detail oriented engineer. He was relatively little known outside the institution. Now he has to become the main face of Apple's products, business strategy and future plans.

When John Turnus took over, the world's technology sector was changing rapidly. Advances in artificial intelligence, competition to innovate new technologies, uncertainty in international trade and geopolitical pressures on supply systems have become new challenges for big tech companies.