{"id":67172,"date":"2026-04-24T16:24:24","date_gmt":"2026-04-24T14:24:24","guid":{"rendered":"https:\/\/www.apfelpatient.de\/?p=67172"},"modified":"2026-04-24T16:25:36","modified_gmt":"2026-04-24T14:25:36","slug":"ternus-via-vision-pro-we-are-only-at-the-beginning","status":"publish","type":"post","link":"https:\/\/www.apfelpatient.de\/en\/news\/ternus-ueber-vision-pro-wir-sind-erst-am-anfang","title":{"rendered":"Ternus speaks about Vision Pro: \"We are only at the beginning\""},"content":{"rendered":"

In an interview, Apple's designated CEO John Ternus spoke openly about the future of the Vision Pro and spatial computing. His assessment is remarkably positive \u2013 despite the Vision Pro's well-known sales problems. The first indications of his leadership style are emerging.<\/strong><\/p>\n\n\n\n

Since the CEO transition<\/a> from Tim Cook to John Ternus was officially announced on Monday, Apple observers worldwide have been gathering clues about how the new CEO will lead the company. A recently published<\/a> Tom's Guide interview now provides a particularly interesting detail: Ternus's assessment of the Apple Vision Pro \u2013 the product that has been one of the most controversial in Apple's portfolio to date.<\/p>\n\n\n\n

Cook had repeatedly defended the Vision Pro in the past, even when its weak sales figures became apparent. He described it as an "early adopter product" at the end of 2024 and repeatedly emphasized his own daily use of the device. Now the question is: Will Ternus continue this stance \u2013 or might the new CEO bring a more realistic view of the product?<\/p>\n\n\n\n

Ternus' statements verbatim<\/h2>\n\n\n\n

The answer is clear. When asked for his assessment of Vision Pro and the spatial computing segment as a whole, Ternus said in the interview, in essence:<\/p>\n\n\n\n

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I think we\u2019re still very much in the early innings of spatial computing. We are super excited about it. The Vision Pro is an extraordinary product. As Joz said, it\u2019s like we reached into the future and pulled it into the present. And people are continuing to find exciting new use cases for it. There\u2019s a lot of compelling stuff in enterprise, in medicine, in other things, and that\u2019s going to continue to grow. It\u2019s fun, we\u2019re at the beginning of the journey.<\/p>\n<\/blockquote>\n\n\n\n

The core message: Ternus does not see the Vision Pro as a failed experiment, but as the beginning of a long-term product segment. This fits the picture emerging from other statements about Ternus' leadership style<\/a>: he thinks in product roadmaps, not in short-term balance sheets.<\/p>\n\n\n\n

Continuity instead of strategy change<\/h2>\n\n\n\n

What is particularly notable is how closely Ternus' assessment aligns with Cook's line. The outgoing CEO addressed the same core themes at the town hall meeting earlier this week<\/a>: long-term thinking, focus on exciting new use cases, strategic patience. Ternus is evidently positioning himself deliberately within this continuity line.<\/p>\n\n\n\n

This sends a clear signal. Anyone hoping for a radical change of course under Ternus is likely to be disappointed. However, those who \u2013 as we predicted in our analysis of the Ternus era<\/a> \u2013 are banking on continuity will find further evidence of this. Apple will probably pursue the same pace, the same patience, and the same long-term strategy under Ternus as it did under Cook.<\/p>\n\n\n\n

The Vision Pro as a pioneer for the Apple Glasses<\/h2>\n\n\n\n

This assessment is particularly interesting in the context of the upcoming Apple Glasses. Apple is currently working on various smart glasses designs<\/a> and plans a launch in late 2026 or early 2027. The Apple Glasses are expected to be significantly lighter, cheaper, and more suitable for everyday use than the Vision Pro \u2013 and thus potentially bring about the breakthrough that the premium headset failed to achieve.<\/p>\n\n\n\n

Ternus' positive stance on the Vision Pro doesn't mean Apple won't change its current product strategy. Rather, it appears Apple will further develop the category: the Vision Pro as a high-end product for enterprises and early adopters, and the Apple Glasses as a mass-market product for the general public. This two-pronged strategy isn't new for Apple \u2013 it already works for the iPhone (Pro and Standard) and Apple Watch (Ultra, Series, SE).<\/p>\n\n\n\n

What this means for Vision Pro users<\/h2>\n\n\n\n

For the still relatively small group of Vision Pro users, Ternus's statement is a positive sign. Apple will not abandon the product \u2013 neither quietly nor through an official announcement. Instead, the category is expected to grow, with further investments in software, use cases, and potentially successor products.<\/p>\n\n\n\n

Anyone currently considering buying a Vision Pro has a certain degree of investment security \u2013 Apple will maintain the ecosystem. At the same time, prospective buyers should remain realistic: the Vision Pro remains an "early adopter product" in the strictest sense, not the mass-market product Apple originally envisioned.<\/p>\n\n\n\n

The context: Ternus' first public statements<\/h2>\n\n\n\n

The Tom's Guide interview is one of the few documents in which Ternus publicly discusses strategic issues before his CEO announcement. The interview was conducted just before the official CEO announcement, thus offering a rare glimpse into his thought process.<\/p>\n\n\n\n

There are several other quotes from the interview that we have already reported on separately \u2013 for example, regarding Apple's biggest flops and the MacBook Neo<\/a>. Together with the now-published Vision Pro comments, a clearer picture emerges of Ternus's views on Apple's product strategy.<\/p>\n\n\n\n

What Ternus will actually make of the Vision Pro division will only become clear over the coming years. Apple typically plans its products for the long term \u2013 much of what is to be released in the near future was initiated long ago under Cook. It will likely be some time before Ternus's influence is truly visible in the products. Until then, short interview excerpts like this one will remain the most important indicators of his direction. (Image: Apple)<\/p>\n\n\n\n