Can John Ternus Turn Apple Into a 40 Trillion Dollar Company?

Apple has been a pioneer not only in consumer electronics but also in business. It was the first public company to be worth more than $1 trillion, way back in 2018, when it was never thought to be possible. Today, there are more than 10 companies worldwide that have a market capitalization of more than $1 trillion, and the majority of them are in the United States.

John Ternus, the incoming CEO who will take the reins of the company starting in September, has his work cut out for him. In the modern era, the second coming of Steve Jobs has put Apple from the brink of death to a stable multi-billion dollar company with its future prosepect secured. Tim Cook, the 2nd CEO in the mordern era exploded Apple from a multi-billion company selling iPhones to a multi trillion dollar company selling entire user experince ecosystem with technologies that accompany you from the moment you wake up to the moment you sleep. Can John Ternus do what it takes to turn this multi trillion dollar company into tens of trillions??

Apple’s Track Record

As mentioned before, the previous two Apple CEO is perhaps the greatest two CEOs that ever lived. They delivered products that are beloved by many, on time, and in quantity. Just like Apple is no longer known as the company that makes Macs, the time for the iPhone to be the biggest product in the world might come to an end one day. Apple CEO’s job is to ensure that Apple will have the future product that everyone wants.

According to the grapevine, John Ternus is the complete opposite of Tim Cook. Some say he is closer to Steve Jobs than Tim Cook. John Ternus, unlike Tim Cook, is to ensure that everything is in order.

How Apple Can Be a 40 trillion company

Apple’s real product is not iPhones, Macs, or AirPods. It is the experience that the product brings. Building a laptop, a smartphone, a tablet, or a pair of Bluetooth headphones is tough, but almost anybody can do it with the advent of cheap labour and manufacturing. The secret sauce of Apple is the attention to detail when you are using it. Their products feel premium, quality, and expensive. More importantly, their products just work. The bigger secret is their products works well with their other products in their lineup.

Your iPhone automatically unlocks your Apple Watch. Your Apple Watch can automatically unlock your MacBook Pro. You write something in your notes or take a picture with your iPhone, and every device in your orbit has your copy instantly.

Traditionally, Apple’s focus is more on the high-end market where the profit margins are fat, but the numbers are small. With the MacBook Neo, you have a hint of what John Ternus will make Apple into: selling low-cost, high-quality products to attract people in the long tail of the equation. Yes, the profit margin of a MacBook Neo is far less than that of an M5 Max 16-inch MacBook Pro, but Apple, without a doubt, can easily sell 6 MacBook Neos.

The introduction of the MacBook Neo has quietly upended the low-end PC market. Apple had now taken a step toward making high-quality but low-priced products, which had been the domain of PCs. We will have to see if Apple’s strategic step is to corner the PC market (and eventually the smartphone) with high-quality but low-cost offerings.

Conclusion

Can Apple actually be the first company to be worth more than $10 trillion? 30 years ago, everyone thought Apple was done for. 10 years ago, there was no way a company would be worth more than $1 trillion. Now, the most valuable company is breaking the $6 trillion mark by selling massively overpriced but in-demand GPUs to make AI models. Maybe Apple’s strategy to be the most valuable company is to make the most in-demand product in human existence.

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Other Ecosystem Items

• Apple TV (Amazon) / Apple TV 4K (Amazon)
• AirTags (Amazon)
• HomePod Mini (Amazon)