Apple's incoming CEO, John Ternus, is facing a challenge to improve the company's AI strategy. Despite building up a $4 trillion market cap and maintaining dominance in consumer devices, Apple is expected to face challenges in the AI market. Ternuss, who has been Apple's hardware boss since 2011, will be tasked with pushing the company deeper into AI, where it has lagged behind peers like Microsoft, Google, Amazon, and Meta. He will also face the challenge of pushing AI in the services area of Apple's business, where customers pay for subscriptions to AppleCare, iCloud, Apple TV+ service, and Apple Pay. Analysts predict that the coming years will be turbulent for Apple, particularly focusing on its focus on personalization rather than AI-driven personalization.