CUPERTINO, California: John Ternus took over as Apple CEO on September 1, succeeding Tim Cook after a 15-year tenure that saw the technology giant's value soar to US$4.6 trillion, driven by the iPhone's enormous popularity.

The leadership change comes as Apple faces a major shift in the technology industry caused by artificial intelligence, the biggest upheaval in the sector since Steve Jobs unveiled the first iPhone in 2007.

Apple has had a rough start in AI after stumbling in its efforts to deliver new features built on the technology that it promised nearly two years ago.

Earlier this year, the company unveiled new artificial intelligence advances, including upgrades to its Siri assistant. Apple emphasized privacy and day-to-day uses of the technology as it sought to catch up with rivals.

Ternus will also have to deal with issues beyond his background in hardware engineering. In addition to keeping Apple competitive in the artificial intelligence race, he will need to navigate supply chain questions and relationships with figures such as President Donald Trump, who offered public praise for Cook on September 1.

The CEO role will also require Ternus to build relationships with important figures. Cook cultivated ties with Trump while steering Apple through business challenges, including Trump's trade and tariff war targeting countries in Asia, where the company has extensive manufacturing supply chains.

Although Cook is handing over the CEO position, he is widely expected to help Apple maintain a good relationship with Trump after moving into his new role as executive chairman.

Ternus worked on some of Apple's signature products during Cook's tenure, including the Apple Watch, AirPods and Apple Vision Pro.

His first major product event as CEO will come next week, when he will headline the launch of the latest iPhone at Apple's headquarters in Cupertino, California.