Apple’s new CEO is reviving a Steve Jobs strategy from 25 years ago

In his inaugural keynote address as the CEO of Apple, John Ternus signaled a strategic shift by emphasizing the enduring relevance of the iPhone. During the presentation, Ternus drew parallels to a pivotal strategy employed by Steve Jobs over two decades ago, suggesting that Apple intends to refocus its efforts on its core hardware product rather than diversifying into experimental categories. By highlighting the iPhone's central role in the company's ecosystem, Ternus aims to reassure investors and consumers alike that Apple remains committed to its flagship device. This move marks a departure from recent trends of aggressive expansion into new product verticals, signaling a return to the company's roots. Analysts suggest that this back-to-basics approach is designed to stabilize the brand's market position amidst increasing competition in the smartphone sector, effectively leveraging the legacy of Apple's most successful product to drive future growth.