Apple CEO revives Steve Jobs playbook to defend iPhone's future

techcrunch.com

Apple CEO John Ternus, in his first keynote on Wednesday, declared the iPhone central to Apple's AI-era strategy, directly rebutting speculation about the device's decline. Ternus positioned the iPhone as the ideal "intelligent personal hub," contrasting with former CEO Tim Cook's efforts to diversify Apple's narrative beyond the smartphone. He emphasized its processor, cameras, networking, and on-device AI as key advantages. This approach mirrors Steve Jobs' 2001 defense of the Mac against predictions of its demise, which preceded the iPod's launch. Ternus is betting the iPhone remains indispensable, though whether he has a similar surprise product is unknown.


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