Ternus on Vision Pro: "We're only at the beginning" Apfelpatient

In an interview, Apple's designated CEO John Ternus spoke openly about the future of the Vision Pro and spatial computing. His assessment is remarkably positive – despite the Vision Pro's well-known sales problems. The first indications of his leadership style are emerging.

Since the CEO change Since the official handover from Tim Cook to John Ternus on Monday, Apple observers worldwide have been gathering clues about how the new CEO will lead Apple. A recent published Tom's Guide interview now provides a particularly interesting detail: Ternus' assessment of the Apple Vision Pro – the product that has been one of the most controversial in Apple's portfolio so far.

Cook had repeatedly defended the Vision Pro in the past, even when its weak sales figures became apparent. He described it as an “early adopter product” at the end of 2024 and repeatedly emphasized his own daily use of the device. Now the question is: Will Ternus continue this stance – or might the new CEO bring a more realistic view of the product?

Ternus' statements verbatim

The answer is clear. When asked for his assessment of Vision Pro and the spatial computing segment as a whole, Ternus said in the interview, in essence:

I think we’re still very much in the early innings of spatial computing. We are super excited about it. The Vision Pro is an extraordinary product. As Joz said, it’s like we reached into the future and pulled it into the present. And people are continuing to find exciting new use cases for it. There’s a lot of compelling stuff in enterprise, in medicine, in other things, and that’s going to continue to grow. It’s fun, we’re at the beginning of the journey.

The key message: Ternus does not see Vision Pro as a failed experiment, but rather as the beginning of a long-term product segment. This aligns with the picture painted in other statements about Ternus'’ Leadership style It is becoming clear: He thinks in terms of product roadmaps, not short-term balance sheets.

Continuity instead of strategy change

What is particularly noteworthy is how closely Ternus' assessment aligns with Cook's line of reasoning. The outgoing CEO had, at Town hall meeting earlier this week The same core themes were addressed: long-term perspective, focus on exciting new use cases, strategic patience. Ternus is clearly consciously positioning itself in this direction of continuity.

This sends a clear signal. Anyone hoping for a radical change of course under Ternus is likely to be disappointed. However, those who – as we predicted in our analysis of the Ternus era – are banking on continuity will find further evidence of this. Apple will probably pursue the same pace, the same patience, and the same long-term strategy under Ternus as it did under Cook.

The Vision Pro as a pioneer for the Apple Glasses

This assessment is particularly interesting in the context of the upcoming Apple Glasses. Apple is currently working on various smart glasses designs and plans a launch in late 2026 or early 2027. The Apple Glasses are expected to be significantly lighter, cheaper, and more suitable for everyday use than the Vision Pro – and thus potentially bring about the breakthrough that the premium headset failed to achieve.

Ternus' positive stance on the Vision Pro doesn't mean Apple won't change its current product strategy. Rather, it appears Apple will further develop the category: the Vision Pro as a high-end product for enterprises and early adopters, and the Apple Glasses as a mass-market product for the general public. This two-pronged strategy isn't new for Apple – it already works for the iPhone (Pro and Standard) and Apple Watch (Ultra, Series, SE).

What this means for Vision Pro users

For the still relatively small group of Vision Pro users, Ternus's statement is a positive sign. Apple will not abandon the product – neither quietly nor through an official announcement. Instead, the category is expected to grow, with further investments in software, use cases, and potentially successor products.

Anyone currently considering buying a Vision Pro has a certain degree of investment security – Apple will maintain the ecosystem. At the same time, prospective buyers should remain realistic: the Vision Pro remains an “early adopter product” in the strictest sense, not the mass-market product Apple originally envisioned.

The context: Ternus' first public statements

The Tom's Guide interview is one of the few documents in which Ternus publicly discusses strategic issues before his CEO announcement. The interview was conducted just before the official CEO announcement, thus offering a rare glimpse into his thought process.

There are several other quotes from the interview that we have already reported on separately – for example, regarding Apple's biggest flops and the MacBook Neo. Together with the now-published Vision Pro comments, a clearer picture emerges of Ternus's views on Apple's product strategy.

What Ternus will actually make of the Vision Pro division will only become clear over the coming years. Apple typically plans its products for the long term – much of what is to be released in the near future was initiated long ago under Cook. It will likely be some time before Ternus's influence is truly visible in the products. Until then, short interview excerpts like this one will remain the most important indicators of his direction. (Image: Apple)