John Ternus will take the helm at Apple on September 1, 2026 – and has now spoken internally for the first time about the future of the services business. What's remarkable is that Ternus is a hardware expert through and through. This is precisely why his remarks to the assembled workforce attracted attention.
In his latest Power On newsletter, Mark Gurman quotes several passages from an Apple employee meeting last week. Ternus spoke at length about the importance of the services division – an area that Tim Cook has built into a cornerstone of the company. The message to the teams in Cupertino: The course remains unchanged, and growth continues.
A hardware chief commits to services
Ternus has spent the majority of his career at Apple in hardware development. He has had little direct contact with the services business. That's precisely why his words were likely interpreted internally as a clear signal.
According to Gurman, Ternus described his own daily routine as a practical example of how all Apple services work together. He mentioned starting his day with Apple Music or podcasts in the car, using Apple Pay for things throughout the day, having iCloud constantly sync his data in the background, and often ending his day with a show on Apple TV.
This account is more than just an anecdote. It shows how deeply services are now woven into everyday Apple life and how Ternus himself perceives this integration.
Hardware, software and services as a unit
In his speech, Ternus emphasized a point that Tim Cook has also repeated at every opportunity for years: Apple's true strength lies in the combination of hardware, software, and services. No competitor possesses this complete integration along the entire value chain.
Ternus announced its intention to further expand precisely these interfaces. The focus will therefore be on those areas where hardware and software together open up new service possibilities.
Apple Pay as a model for future services
Ternus highlighted one specific example in particular: Apple Pay. The payment service is a prime example of how Apple has changed commerce and how hardware, software, and service can be combined to create a coherent product.
In this context, Ternus spoke of "so many possibilities" for the future. He left open what this specifically means. However, it seems likely that Apple will continue to focus on those areas where its own hardware makes a service truly worthwhile – for example, secure payments, health data, or AI-powered features.
Services as a growth driver
Under Tim Cook, the services segment has become a key revenue driver. During periods of stagnant hardware sales, services like Apple Music, iCloud, Apple TV, Apple Pay, and the App Store compensated for the company's losses. This diversification is considered one of the greatest achievements of the Cook era.
Ternus builds on this without making any new promises. His appearance should be understood more as a confirmation of the existing course – coupled with the clear message to the teams that services will not become a secondary concern under his leadership.
What could change specifically?
There is currently no official answer to the question of what "further expansion" means in practice. It is highly likely that Apple's fundamental strategy will remain largely unchanged. However, new emphases are possible – such as a closer integration of services with future hardware products like Apple Glass, the iPhone Ultra, or a new HomePad.
It will also be interesting to see how Ternus handles the major contentious issues: EU App Store rules, advertising in Apple Maps, new subscription models, and the growing regulatory pressure surrounding the Digital Markets Act. Opportunities and risks are closely intertwined here.
Q2 figures provide initial clues
The first reality check will come on April 30, 2026, when Apple releases its second-quarter results. Expectations for the services segment are high: In the previous quarter, services reached a new all-time high of around $30 billion. You can read more about this in our overview of Q2 expectations for Apple.
The transition from Cook to Ternus is drawing nearer
With the transition on September 1, 2026, a defining era in Cupertino comes to an end. Tim Cook has shaped Apple over 15 years as CEO into the world's most valuable company – not least because he consistently expanded the services business. We have compiled a detailed biography covering the background of his successor John Ternus and what direction can be expected from him.
It's already clear that Ternus is handling the transition with a steady hand. He emphasizes that neither the workforce nor the capital markets need fear a disruption. His words to the employees were primarily a promise of continuity.
Here's what's next for Apple Services
Ternus's start as CEO in September is likely to be followed with great interest – particularly regarding how he will shape the services business. His initial internal statements suggest that he will not only continue Cook's course but consider it a personal priority.
The official handover is still about four months away. During this time, Ternus is likely to further solidify his position – also through appearances like this one. One thing is clear: Apple Services will remain a growth engine and a strategic core area. The only remaining question is what new chapters Ternus will open. (Image: Apple)
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