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Apple is reportedly about to unveil its first ever folding phone . What makes this moment genuinely bigger than just one product, though, is that it's happening right as the company just quietly changed leadership for the first time in fifteen years. John Ternus, previously Apple's hardware engineering chief,...

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John Ternus, Apple's incoming CEO, on the Steve Jobs story that shapes every product decision at Apple: Ternus recalls the moment in his own words: "I think you know one of my favorite stories... It was about Steve when he was moving a piece of furniture, a chest of drawers and pulled it away from the wall and looked at the back and was just reflecting on, you know, the carpenter had made it beautiful. It finished the back as beautifully as the rest of it, even though nobody was going to see it." For Ternus, the story is a working philosophy: "I think about that all the time because I think that perfectly exemplifies what we do here." He points to Apple's most affordable Mac as proof that this standard applies across the entire product line, not just the premium tier: "We've been talking about the MacBook Neo. I mean, here is our most affordable Mac we've ever made, and it's absolutely beautiful. And if you open it up and look inside, it's just as beautiful, right?" Ternus continues: "That's true on an iPhone Pro Max or a MacBook Pro or an iPad Pro, but it's also true on a MacBook Neo. That's what we do." The takeaway is a clear signal about the direction Apple is heading under his leadership: "It's just been really good to kind of think about that and reflect on that because that is probably the best kind of clue as to where we're going in the future is we're going to keep pushing in that same way." The lesson? Excellence isn't about what people see, it's about what you refuse to compromise on, even when no one's looking. That principle shaped Apple under Jobs and Cook, and it's the standard Ternus is committing to carry forward.

Big Brain Business

164,871 Aufrufe • vor 4 Monaten

John Ternus, Apple's SVP of Hardware Engineering, explains why Apple deliberately made the iPhone harder to repair, and why the math says it was worth it: In a conversation with MKBHD, John frames the design challenge by asking you to imagine two extremes: "Sometimes for me I find it helpful to kind of think about the book ends. Like if you imagine a product that never fails, right? That just doesn't fail. And on the other end, a product that maybe isn't very reliable but is super easy to repair." His position is clear: "Product that never fails is obviously better for the customer. It's better for the environment." When pushed on whether infinite repairability and infinite durability have to be mutually exclusive, John acknowledges they aren't always, but explains why the tension is real, using the iPhone battery as an example. Batteries wear out. If you want to extend the life of the product, they need to be replaced. But in the early days of iPhone, one of the most common failures wasn't the battery, it was water: "Where you drop it in the pool or you, you know, spill your drink on it and the unit fails. And so, we've been making strides over all those years to get better and better and better in terms of minimizing those failures." That work led Apple to an IP68 rating, the point where customers fish their phones out of lakes after two weeks and find them still working. But there was a cost to achieving that level of durability: "To get the product there, you've got to design a lot of seals, adhesives, other things to make it perform that way, which makes it a little harder to do that battery repair." That's the deliberate tradeoff. Apple chose tighter seals and stronger adhesives, knowing it would make battery replacement more difficult, because the reliability gains were worth it. John argues the math backs this decision: "It's objectively better for the customer to have that reliability and it's ultimately better for the planet because the failure rates since we got to that point have just dropped. It's plummeted, right? The number of repairs that need to happen and every time you're doing a repair, you're bringing in new materials to replace whatever broke." His conclusion reframes the entire repairability debate: "You can actually do the math and figure out there's a threshold at which if I can make it this durable, then it's better to have it a little bit harder to repair because it's going to net out."

Big Brain Business

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September 1997. Steve Jobs stands before Apple employees and tells them he's been up until 3am finishing an ad. He's been back at the company for eight weeks. Apple lost $1 billion that year. Three months earlier, WIRED put Apple's logo on its cover, wrapped in barbed wire, with the word "Pray." He starts by saying what he's found since coming back. He couldn't figure out Apple's own product line. He spent weeks trying to understand which model was which and how they fit together. He talked to customers. They couldn't figure it out either. He cut 70% of the product roadmap. People whose projects were canceled were, in his words, "three feet off the ground with excitement" because, for the first time in years, someone told them where the company was going. Then he says something about marketing that changed how every tech company thinks about advertising. He says Nike sells a commodity. They sell shoes. But when you think of Nike, you feel something different than a shoe company. Nike never talks about their products in ads. Never tells you why their air soles are better than Reebok's. "They honor great athletes. And they honor great athletics. That's who they are." He compares it to the dairy industry spending 20 years trying to convince people milk was good for them, failing, and then running "Got Milk," which doesn't even mention the product. Focuses on its absence. He says Apple spends a fortune on advertising. "You'd never know it." Then he fires the ad agency. Not just fires them. Apple was running a competition with 23 agencies. He scrapped the whole thing and hired Chiat/Day, the agency he'd worked with a decade earlier on the 1984 Macintosh commercial that advertising professionals voted the best ad ever made. The question they asked themselves: "Our customers want to know who is Apple and what is it that we stand for?" His answer: "Apple at its core, its core value, is that we believe that people with passion can change the world for the better. And that those people who are crazy enough to think they can change the world are the ones that actually do." Then he plays the ad. In this room. To Apple employees. For the first time. "Here's to the crazy ones. The misfits. The rebels. The troublemakers." He says almost none of these people had ever appeared in an advertisement before. He personally obtained Yoko Ono's permission to use John Lennon. He says the estates and living subjects agreed because of their feelings toward Apple. "I don't think there is another company on Earth that could have done this campaign." The ad broke that Sunday during the network premiere of Toy Story on ABC. Two 60-second spots. Newspaper ads in the Wall Street Journal, New York Times, and USA Today. Billboards in major cities. Buses in five cities featuring Rosa Parks. Painted walls. The whole thing. Apple's stock was around $0.10 split-adjusted when this meeting happened. The company is worth $3.68 trillion today. Think Different ran for five years. Every product that came after, the iMac, iPod, iPhone, iPad, was built on the identity this campaign established by a guy who'd been back at the company for eight weeks and finished the ad at three in the morning. Video: Steve Jobs internal staff meeting at Apple, September 1997. This is the first time the Think Different campaign has been shown to employees. Jobs had been back at Apple for eight weeks. Footage leaked from an internal recording.

Anish Moonka

1,153,104 Aufrufe • vor 5 Monaten

Everyone wrote Apple off as the AI loser, but one hardware spec might flip that story upside down (Save this). @jason called Apple a screaming buy on the back of a single chip detail. The rumored M7 Ultra, expected around 2028, is designed to support up to 1.5TB of unified memory, enough to run frontier class trillion parameter AI models locally, with no cloud required. The Street's bear case on Apple is straightforward. Apple has no frontier model of its own, Siri has stumbled for years and the company effectively rents OpenAI's models for its hardest queries. That narrative treats Apple as the one Magnificent Seven name that missed the AI wave entirely but the bull case flips that framing on its head. If frontier AI models keep shrinking and getting cheaper to run, Apple doesn't need the smartest model in the world, it just needs to own the device that model runs on. And unified memory is the mechanism that makes this possible. Unlike traditional systems where the CPU and GPU each need separate memory, Apple's architecture lets the CPU, GPU and Neural Engine draw from one shared pool. A fully specced M7 Ultra could theoretically run something on the scale of a 1.2 trillion parameter model locally and that capability plugs directly into the one advantage Apple has spent over a decade building: privacy. Apple has already shipped Private Cloud Compute, a system designed so even Apple can't access user data processed off device. Apple doubled down on this at WWDC 2026, framing on device privacy as non-negotiable while rivals default to the cloud. If the best AI models get small enough to run on Apple silicon, the moat stops being the model and becomes the hardware it has to sit on. Milk Road Pro remains bullish on Apple and it remains as one of our core positions, if you want the full thesis + our full AI trades, come join us using the link below for just a $1.

Milk Road AI

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