--- title: "Apple's 2025 Layout for the Future: Core Major Actions Not Focused on the Artificial Intelligence Field" type: "News" locale: "zh-CN" url: "https://longbridge.com/zh-CN/news/270707717.md" description: "Apple Inc. is facing a significant change in 2025. Despite strong iPhone sales and service performance, the company's market value has surpassed $4 trillion, but the executive team has undergone major personnel changes. Chief Financial Officer Jeff Williams announced his retirement, followed by the departure of AI business head John Giannandrea and Vice President of Design Alan Dye. Cook is grooming John Ternus to succeed as CEO, and Apple is in a transitional period for management and development strategy" datetime: "2025-12-24T09:00:50.000Z" locales: - [zh-CN](https://longbridge.com/zh-CN/news/270707717.md) - [en](https://longbridge.com/en/news/270707717.md) - [zh-HK](https://longbridge.com/zh-HK/news/270707717.md) --- > 支持的语言: [English](https://longbridge.com/en/news/270707717.md) | [繁體中文](https://longbridge.com/zh-HK/news/270707717.md) # Apple's 2025 Layout for the Future: Core Major Actions Not Focused on the Artificial Intelligence Field Author: Daniel Howley For Apple Inc. (AAPL), 2025 is a significant year. With strong iPhone sales, Apple has set a record high in revenue; the services business continues its impressive growth momentum, with sales reaching $109.2 billion; the company's market value has also surpassed the $4 trillion mark, becoming the **second company in the world to join the $4 trillion market value club** after Nvidia (NVDA). However, at the same time, Apple's executive team is undergoing a major personnel change. Chief Financial Officer Jeff Williams has announced his retirement — he had previously been seen as the top candidate to succeed Tim Cook as Apple's CEO. Apple's head of government affairs, Lisa Jackson, and General Counsel Kate Adams will also officially retire at the end of January and the end of the year 2026, respectively. In addition, John Giannandrea, head of Apple's artificial intelligence business, and Alan Dye, Vice President of Design, have also left the company. After Giannandrea's retirement, Apple's artificial intelligence business will be taken over by Amal Sabharwal, who previously worked at Google (GOOGL, GOOG) and Microsoft (MSFT), focusing on AI-related projects. Alan Dye has left Apple to become the head of the new design studio at Meta's Reality Labs. According to sources, Cook is currently working to cultivate Senior Vice President of Hardware Engineering John Ternus, planning for him to succeed as Apple's CEO after Cook steps down. A series of personnel changes combined with strategic adjustments means Apple is in a **transition period for management and development strategy**, paving the way for the post-Cook era. The Financial Times pointed out that Cook may step down as early as the beginning of 2026; Bloomberg journalist Mark Gurman stated that there is currently no clear timetable for Cook's departure. Regardless of when the specific departure time is finalized, Apple will eventually bid farewell to Cook, and the series of arrangements in 2025 have prepared the company for the biggest changes in years. **Cook at the helm of a $4 trillion business giant** Cook joined Apple in 1998 and took over as CEO 14 years ago after the company's founder, Steve Jobs, passed away. Jobs was fired from Apple in 1985 and returned to the company in 1997, rescuing Apple from its precarious situation at the time. He subsequently launched epoch-making products like the iPod and iPhone, and to this day, the iPhone remains the core pillar of Apple's revenue. During Cook's tenure at Apple, he has continued this brilliance. Under his leadership, the Apple Watch and Apple AirPods were successively launched, and Apple's services business has experienced explosive growth; he also pushed for Apple products to be fully equipped with self-developed chips, allowing the company to have greater control over the design and functional development of its devices. Cook's excellent negotiation skills, combined with this series of strategic layouts, have helped Apple navigate one crisis after another: multiple confrontations with the U.S. Department of Justice, the impact of the COVID-19 pandemic, and the ongoing trade war initiated by the Trump administration against China. Ultimately, when Trump announced tariffs on Chinese goods, smartphones and some tech products were included in the exemption list Cook's decisions have driven Apple's stock price to continue rising, with the company's market value climbing from $1 trillion in 2018 to a staggering **$4 trillion by 2025**. Apple's revenue has also steadily increased, with total sales reaching $416 billion in fiscal year 2025, up from $391 billion in the previous fiscal year. It is reported that Apple plans to undertake the largest innovation of the iPhone product line in years in 2026. Gurman revealed that Apple will launch its first foldable iPhone in the second half of 2026, marking Apple's first foray into the foldable smartphone market. This new product is expected to further boost the already record-breaking iPhone sales. Additionally, Apple is preparing to launch a new low-cost laptop, which will help the company reach a broader consumer base. Although the profit margin of the low-cost laptop is far less than that of the high-end Apple professional version, this product can attract more users into Apple's service ecosystem, providing the company with long-term revenue growth momentum. **Challenges Ahead** If John Ternus is ultimately elected as Cook's successor, he will take over a company that is in its prime. Despite the overall slowdown in global smartphone market sales growth, Apple boasts a large existing user base, with these users still updating their devices every few years and showing an increasing willingness to subscribe to various Apple services, allowing Apple to continue reaping rewards. However, at the same time, he will face many tricky challenges. Wall Street is eagerly awaiting substantial progress on Apple's artificial intelligence strategy: although Apple has made some progress in the practical application of AI, it still needs to launch a new generation of voice assistant Siri to prove its technological strength to the market. Ternus will also need to lead Apple in directly facing competition from giants like the metaverse, Google, and Samsung (005930.KS) in the smart glasses field. Currently, there are two smart glasses products on the market in the metaverse, and both Google and Samsung are developing their own smart glasses. However, as of now, Tim Cook remains at the helm of Apple. 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