A day-one briefing for Apple’s new CEO

Executive Summary, Day One
📁 Inbox 5:05AM
To: Ternus, John <[email protected]>
Reply-to: [email protected]

Welcome to your first time arsenic CEO! Hopefully you’re uncovering your caller agency freely and comfortable. If you person problem pinch immoderate of the doors conscionable ping america — being a Jony Ive design, you won’t find thing arsenic unsightly arsenic a doorway grip here!

Today’s memo includes a summary of the business, surgery retired by division. The day’s schedule is besides attached; please statement that the Apple Intelligence squad needed to hold the caller Siri chat until a later date, but they committedness they’re “for real” this time.

Hardware
Everything is successful manus for the upcoming telephone launches. We don’t expect the value hikes will person overmuch effect connected sales, since cipher successful the US knows really overmuch they really salary for their telephone anyway. The squad agrees that calling the camera connected the upcoming AirPods a “sensor” would make it little creepy and is moving guardant pinch that terminology. Morale connected the Vision Pro squad aft their move to the basement is somewhat low, but we’ve scheduled a virtual offsite for them successful Tahiti that we deliberation will help.

Services
Our caller EU app shop rules spell into effect successful precisely 1 month. We’ve compiled a simplified explainer breaking down really overmuch committee app developers will salary and which companies tin run replacement app stores into an easy-to-parse, 300-page PDF (see attached). This does mean that our services gross will return a hit, but connected the agleam side, we conscionable rolled retired ads successful Maps to juice the numbers.

Despite the setbacks, services is still our champion stake for maturation since we, well, ran retired of group to waste iPhones to. It mightiness moreover go a bigger business than the iPhone someday. That could fundamentally alteration the benignant of institution Apple is — a hardware feline successful complaint of a services company? Or will a services institution pivot backmost to hardware nether a caller CEO? Striking that equilibrium without frustrating customers remains an ongoing challenge. Take a hint from your predecessor: Ted Lasso is truthful lovable cipher noticed that we raised Apple TV prices again.

Software
The bully news is that the updated Liquid Glass creation is polling pinch higher support ratings than past year. The bad news is that Brussels is still huffy astatine america for holding backmost caller Siri successful Europe, Google’s kind of eating our lunch successful the EU, and app developers are still unhappy pinch the caller committee structure. We were, uh, not winning immoderate fame contests pinch app developers to commencement with, truthful this whitethorn beryllium thing to consider.

Operation Smarter Siri Take Two has been a success, and we’re yet backmost successful the AI game. Unfortunately, successful the clip that passed since Smarter Siri The First Try, AI became profoundly unfashionable. But it benignant of useful successful our favor; we tin fto Meta and Google return the power connected building retired each those information centers (pun intended?) while we cajole app developers into utilizing app intents truthful Siri tin really do stuff. Once again, spot supra constituent astir developers.

Side note: Alan Dye was seen adjacent field holding a motion that sounds “Liquid Glass is good, actually” but information handled it.

Special Projects
The car laboratory has transitioned nicely into the caller AI wearable testing / smart location facility. There’s a small conflict betwixt the slumber search squad and the Beats squad complete the sound level successful the trial house, but we gave the sleepers immoderate AirPods pinch sound cancellation, which should resoluteness the issue. Oh, and the Pope has expressed liking successful trying the AI Siri pin. He loves his Apple Watch, and apparently His Holiness would for illustration a screen-free measurement to brushwood up connected his White Sox trivia successful his downtime.

Sentiment among beta testers connected the smart glasses is simply a tad debased — “Creepy arsenic F—” tends to travel up a batch successful feedback. The squad remains assured and has immoderate anti-creep modifications planned. At slightest Meta is giving america a beautiful debased hurdle to clear, right? This mightiness beryllium a conception to salary attraction to aft you’re settled in. There are increasing concerns successful really we tin support our stance connected privateness while putting cameras connected people’s ears and successful their glasses.

Upcoming Key Activities
Just a reminder of immoderate upcoming events: The squad is gathering tomorrow nighttime for drinks celebrating Phil’s not-quite-retirement. Tim’s goodbye drinks point is tonight, and arsenic a parting gift, he wants to reappraisal past quarter’s accumulation numbers, for aged time’s sake. He really does person a different thought of “fun,” doesn’t he? He’ll beryllium heading to DC instantly after; President Trump has requested his thief troubleshooting an rumor pinch his iPad. Also, you’ll find Kate’s status party connected your calendar. And Jennifer’s status party. That’s a batch of exits, huh? At slightest Craig still insists he isn’t going anywhere. We’re keeping a adjacent oculus connected him anyway.

Of course, there’s your large debut arsenic CEO coming up adjacent week. Rehearsals person looked awesome — you’ve really been studying the Cook-ian “Good Morning!” bellow. Sure, investors will beryllium looking for immoderate motion of weakness. And a large value hike conscionable arsenic we’re introducing a caller leader isn’t awesome timing. There’s a batch hinging connected this keynote, you could say.

If there’s immoderate measurement we tin thief make your first time better, don’t hesitate. Just relax and retrieve you’re moving the world’s astir profitable institution successful a clip of governmental uncertainty, a historical proviso concatenation crisis, unprecedented governmental scrutiny, and apical executive shuffling. No pressure, Big J! You sewage this. Time to astonishment and shine!