Why read this: This B2 profile gives students a clear way into a real news story about leadership at one of the world's most famous companies. The article keeps the original spine — Tim Cook is preparing to step down, and John Ternus is the most likely successor — and lets students see how a single leadership change connects to bigger issues like AI strategy, US tariffs and the public image of powerful figures. Reading it builds awareness that business news is rarely just about one person; it is about the choices that person will have to make.
What to notice: Notice how the journalist uses small details to make larger points. The wired-headphones moment, for example, is not just a charming story — it is evidence that Apple still cares about its older customers and that its leaders pay attention to what is on the shop wall. Pay attention to hedging language too, such as 'probably', 'reportedly', 'seems' and 'may need to'. These words show that the writer is being careful with claims rather than uncertain. Finally, notice how the analyst's quote shifts the article briefly from reporting to expert opinion.
Skills practised: Students practise inferring a writer's view when it is not stated directly, and weighing evidence from anecdotes alongside expert quotation. They work with B2-level subordinate clauses, modal hedging ('may', 'could', 'would') and concessive linkers such as 'even with', 'however' and 'nevertheless'. Vocabulary work focuses on multi-word business terms — 'stepping down', 'product launch', 'defensive strategy', 'AI bubble' — which are common in news writing but often opaque to learners. The comprehension questions ask students to reread specific sentences, identify the article's main idea, and evaluate Apple's AI strategy with evidence.
Apple's Next Boss: Can John Ternus Keep the Magic Going?
Apple's likely new CEO is calm and product-focused, but he must handle AI competition, Trump's tariffs and a public hungry for personality.
Tap any green word in the article to see its meaning.
Apple has probably been planning this change for years. Tim Cook, now 65, is reportedly thinking about . Several possible successors were mentioned in the press, but one name has stuck: 51-year-old John Ternus, the firm's of hardware, who has worked at Apple for 25 years.
I met Ternus informally in the UK and asked him whether he was really the next CEO of Apple. He laughed and gave a smooth, polite reply that did not actually answer the question, then began praising Cook's leadership. He was friendly and well prepared, but he never once said anything unplanned. Apple is famously good at controlling its message, even in small private meetings.
Even with its enormous success, Apple faces serious challenges, and how Ternus handles them will shape the company's future. The firm has chosen a leader much like Cook: calm, steady and reliable. Co-founder Steve Jobs was famous for being brilliant but also angry and difficult to work with, while Cook and Ternus appear far quieter. Like many large tech firms, Apple has also still never appointed a woman as its chief executive.
Ternus is affectionately called a , and he says he likes to be with the design teams. Cook was first known as the operations expert, but he too follows hardware closely. When we met, Ternus was fascinated by my old BBC audio recorder, turning it over and admiring its buttons. I joked that I had borrowed from his team, and he replied, very seriously, that Apple still sold them. A colleague later said Cook had spotted the same headphones in a European Apple Store and confirmed they were still popular.
Cook's last major , the Vision Pro , has not been a success. It arrived years after rivals and cost roughly ten times more. The bigger test for Ternus, however, is artificial intelligence, an area where Apple has been criticised for reacting too slowly. The company usually moves with great care, and that patient approach helped the 2007 iPhone redefine the smartphone market. Eventually Apple added ChatGPT and Gemini to its , choosing partners rather than building its own AI.
Susannah Streeter, an investment expert at Wealth Club, said Apple has not spent heavily on AI. She expects Ternus to continue this , which seems sensible if the bursts. Other tech giants have placed enormous bets on AI, and one of the next stages may be physical: robots designed to look and move like humans. Should Apple build one? Its devices are famous for their elegant design, but a working robot does not need to look beautiful — it simply needs to work.
Ternus also has a political challenge: he must work with a US president who often changes his mind without warning. Cook has carefully described himself as politically neutral, but he still donated to Trump's and gave him a statue with a 24-karat gold base. Apple was nevertheless hit by Trump's tariffs, since it has not fully moved its production out of China. Even so, Trump praised Cook warmly in a long this week, calling him an incredible guy.
Finally, Ternus must decide how much of his private life he is willing to share. Cook revealed in 2014 that he was gay but has otherwise kept his personal life out of view. Ternus, a former swimming champion, once admitted he was not much of a for . In a culture that wants its most powerful figures to seem real, he may need to more — or at least learn to play the part convincingly.
Apple has probably been planning this change for years. Tim Cook, now 65, is reportedly thinking about . Several possible successors were mentioned in the press, but one name has stuck: 51-year-old John Ternus, the firm's of hardware, who has worked at Apple for 25 years.
I met Ternus informally in the UK and asked him whether he was really the next CEO of Apple. He laughed and gave a smooth, polite reply that did not actually answer the question, then began praising Cook's leadership. He was friendly and well prepared, but he never once said anything unplanned. Apple is famously good at controlling its message, even in small private meetings.
Even with its enormous success, Apple faces serious challenges, and how Ternus handles them will shape the company's future. The firm has chosen a leader much like Cook: calm, steady and reliable. Co-founder Steve Jobs was famous for being brilliant but also angry and difficult to work with, while Cook and Ternus appear far quieter. Like many large tech firms, Apple has also still never appointed a woman as its chief executive.
Ternus is affectionately called a , and he says he likes to be with the design teams. Cook was first known as the operations expert, but he too follows hardware closely. When we met, Ternus was fascinated by my old BBC audio recorder, turning it over and admiring its buttons. I joked that I had borrowed from his team, and he replied, very seriously, that Apple still sold them. A colleague later said Cook had spotted the same headphones in a European Apple Store and confirmed they were still popular.
Cook's last major , the Vision Pro , has not been a success. It arrived years after rivals and cost roughly ten times more. The bigger test for Ternus, however, is artificial intelligence, an area where Apple has been criticised for reacting too slowly. The company usually moves with great care, and that patient approach helped the 2007 iPhone redefine the smartphone market. Eventually Apple added ChatGPT and Gemini to its , choosing partners rather than building its own AI.
Susannah Streeter, an investment expert at Wealth Club, said Apple has not spent heavily on AI. She expects Ternus to continue this , which seems sensible if the bursts. Other tech giants have placed enormous bets on AI, and one of the next stages may be physical: robots designed to look and move like humans. Should Apple build one? Its devices are famous for their elegant design, but a working robot does not need to look beautiful — it simply needs to work.
Ternus also has a political challenge: he must work with a US president who often changes his mind without warning. Cook has carefully described himself as politically neutral, but he still donated to Trump's and gave him a statue with a 24-karat gold base. Apple was nevertheless hit by Trump's tariffs, since it has not fully moved its production out of China. Even so, Trump praised Cook warmly in a long this week, calling him an incredible guy.
Finally, Ternus must decide how much of his private life he is willing to share. Cook revealed in 2014 that he was gay but has otherwise kept his personal life out of view. Ternus, a former swimming champion, once admitted he was not much of a for . In a culture that wants its most powerful figures to seem real, he may need to more — or at least learn to play the part convincingly.
Questions
Check your understanding
- 01
According to the article, why did the journalist's meeting with John Ternus suggest he is likely to become the next CEO?
- 02
Why does the analyst Susannah Streeter describe Apple's AI approach as sensible?
- 03
What is the main idea of the article as a whole?
- 04
How does the journalist suggest that Apple controls its public image, even in private meetings? Use evidence from the article.
Suggested length: ~80 words
- 05
Evaluate whether Apple's slow, careful approach to artificial intelligence is the right strategy for John Ternus to continue. Support your answer with evidence from the article.
Suggested length: ~80 words
Questions
Check your understanding
- 01
According to the article, why did the journalist's meeting with John Ternus suggest he is likely to become the next CEO?
- 02
Why does the analyst Susannah Streeter describe Apple's AI approach as sensible?
- 03
What is the main idea of the article as a whole?
- 04
How does the journalist suggest that Apple controls its public image, even in private meetings? Use evidence from the article.
Suggested length: ~80 words
- 05
Evaluate whether Apple's slow, careful approach to artificial intelligence is the right strategy for John Ternus to continue. Support your answer with evidence from the article.
Suggested length: ~80 words