Is the post-Cook era approaching? Four powerful figures within Apple enter the succession spotlight

Apple CEO Tim Cook, although showing no signs of retirement, has sparked widespread market attention regarding the succession plan for the world's most iconic company due to his age of 65. Despite Cook's strong desire to continue leading Apple and the absence of a mandatory retirement age for executives, analysts, investors, and industry observers have turned their focus to four internal power executives.

On November 25, media reports indicated that there are currently four executives within Apple viewed as potential successors, each responsible for different core business segments of the company. These candidates include hardware engineering head John Ternus, software engineering chief Craig Federighi, services head Eddy Cue, and marketing chief Greg Joswiak.

The succession issue is crucial for investors, as a leadership transition could impact Apple's strategic direction and market performance. Although the company has faced setbacks in the artificial intelligence sector recently, its integration model of hardware, software, and services remains a core competitive advantage.

Since taking over as CEO in 2011, Cook has created immense value for shareholders, driving Apple's market capitalization to grow more than tenfold. The 75-year-old Apple chairman Art Levinson has reached the typical retirement age for board members, which could provide Cook with the opportunity to ascend to the chairman role, thereby making room for a new CEO.

Hardware Engineering Head: The Core of Product Integration

Reports indicate that John Ternus oversees the hardware engineering department, responsible for coordinating all of Apple's products, including the critically important iPhone. Although relatively young, he has worked at Apple for 24 years and is seen as one of the frontrunners, partly because Apple is fundamentally a hardware company.

Ternus's responsibility is to ensure seamless integration of the work between the design team, chip team, and software team. He was involved in the development of the iPad, subsequently took charge of the Mac and AirPods, and eventually assumed responsibility for all product lines.

His significant achievements include leading the transition of Mac computers from Intel chips to Apple’s self-developed chips. These chips are more energy-efficient, faster, and generate less heat, allowing Mac laptops to operate without cooling fans. Since the transition began in 2020, Mac sales have surged significantly, although they have since declined, they remain above pre-pandemic levels.

Software Engineering Head: Key to AI Strategy

Reports highlight that Craig Federighi is one of Apple's most well-known executives, and as the software engineering chief, he often takes center stage at the annual developer conference, announcing new operating systems and application features. He is responsible for all software running on over 1 billion devices worldwide, holding a position equivalent to Ternus's role in hardware.

Those who have worked with Federighi describe his management style as decisive, adept at gathering teams to discuss and finalize directions in meetings, ensuring members clearly understand delivery goals.

His ability to deliver software products has led to him gaining more responsibilities related to AI after another executive failed to improve the company's AI offerings. Most notably, Apple's personal assistant Siri, which still can only handle basic queries 14 years after its launch, while competitors' chatbots like ChatGPT can engage in more human-like conversations

Head of Service Business: The Biggest Winner of the Cook Era

According to reports, Eddy Cue has been working at Apple since the late 1980s and has long been responsible for the services division—arguably the most successful business of the Tim Cook era. The iPhone is like Disneyland; once users enter, it's hard for them not to spend a significant amount of money.

Games, subscriptions, storage, search—whatever users need, Apple provides services or charges high fees from partners.

Cue is extroverted, loves sports and cars, and currently serves on the board of Ferrari, known as Apple's dealmaker. He has negotiated agreements with music companies, book publishers, film studios, and most recently, Formula 1 racing. He has also acted as the company's firefighter, rebranding the failed data synchronization service as iCloud and taking over the business after the disastrous launch of Apple Maps.

Cue had a close relationship with Steve Jobs; according to Tripp Mickle's book "After Steve," he was one of the few executives who went to say goodbye to Jobs the day before he passed away. Given that he is only a few years younger than Cook, it is unlikely he will serve as CEO for the long term even if selected.

Chief Marketing Officer: Guardian of Brand Premium

Reports indicate that Greg Joswiak will celebrate his 40th year at Apple next year, leading the company's long-standing core function: marketing. Apple meticulously crafts its brand just like it designs products, which helps it charge a premium and drive excess profits, making Joz one of the company's most important executives.

He is also a well-known face outside the company, taking center stage at the annual iPhone launch and promoting the company's latest devices during subsequent media tours. He plays a key role in the production of the company's keynote speeches, which were live-streamed before the pandemic and have since been pre-recorded.

He also handles the tricky media situations Apple finds itself in due to brand expectations. A recent example is addressing the company's AI dilemmas, including some features promised for 2024 but not delivered