Nobody at Apple wants a revolution
John Ternus takes over as Apple CEO with the hardware and software roadmap already locked in. AI is the one area where he can — and must — change something.
All posts tagged: apple
New CEO inherits Apple’s biggest problem
This analysis was first published in SvD Näringsliv, in Swedish, on April 21st, 2026. This piece was translated from Swedish by Claude. Some phrasing may differ from a human translation. Tim Cook leaves behind a well-run Apple — but without the same lustre. Now his successor John Ternus faces decisive choices. In a bright atrium at Apple Park, hardware chief John Ternus walks past. It is January 2024 and speculation about the Apple succession is […]
Apple’s trump card — hidden in the phone
This analysis was first published in SvD Näringsliv, in Swedish, on April 9th, 2026. This piece was translated from Swedish by Claude. Some phrasing may differ from a human translation. While competitors spend hundreds of billions on AI, Apple sits tight. It looked like a major mistake. But the next phase of AI development could be Apple’s revenge. In a red leather armchair on a stage sits Steve Jobs. It is 2010, the year before […]
The iPhone could be threatened — for the first time
This analysis was first published in SvD Näringsliv, in Swedish, on January 15th, 2026. This piece was translated from Swedish by Claude. Some phrasing may differ from a human translation. A CEO on the way out, a new product that flopped — and an embarrassing concession to a major competitor. Apple faces a stormy 2026. Seen from above, it resembles a kind of round spaceship. With a lake, several parks, and rental bikes inside, Apple […]
Trump’s golden phone will likely still be made in China
This analysis was first published in SvD Näringsliv, in Swedish, on June 17th, 2025. This piece was translated from Swedish by Claude. Some phrasing may differ from a human translation. While Donald Trump tries to get Apple to move iPhone factories to the US, his sons have created an American competitor. But is it even possible to manufacture mobile phones in the US? A gold-coloured mobile phone, “made in America.” That is the Trump Organization […]
Apple’s silence spoke loudest of all
This analysis was first published in SvD Näringsliv, in Swedish, on June 10th, 2025. This piece was translated from Swedish by Claude. Some phrasing may differ from a human translation. Apple’s annual event showcased masses of news. But what made the biggest impression was what the company did not mention at all. If Apple’s annual presentations once resembled a stage performance, they have now become fully Hollywoodified. For many years they were live — now […]
Apple can’t find its next iPhone
This analysis was first published in SvD Näringsliv, in Swedish, on May 22nd, 2025. This piece was translated from Swedish by Claude. Some phrasing may differ from a human translation. Apple is last among all tech giants when it comes to AI. Internally, they are talking about a crisis. Has Apple lost its capacity for innovation? A sinking ship. That is how a person from Apple’s AI team describes the situation to Bloomberg. The major […]
The billion-dollar deal could mean two things
This analysis was first published in SvD Näringsliv, in Swedish, on May 21st, 2025. This piece was translated from Swedish by Claude. Some phrasing may differ from a human translation. The world’s hottest AI company is recruiting the man who designed the iPhone. Price tag: 62 billion kronor. SvD’s tech analyst Björn Jeffery answers three questions about what the deal means. OpenAI has acquired a startup company founded by Apple’s former chief design officer, Jonathan […]
China has become Apple’s biggest challenge
This analysis was first published in SvD Näringsliv, in Swedish, on April 8th, 2025. This piece was translated from Swedish by Claude. Some phrasing may differ from a human translation. Apple is caught in a squeeze as Trump’s trade tariffs hit the tech giant’s manufacturing hard. China has swiftly moved from being Apple’s most important partner — to becoming its Achilles heel. “Designed in California. Assembled in China.” If you use an Apple product, it […]
Apple compromises on its winning strategy
Apple compromises on privacy in its AI debut Published in Svenska Dagbladet, 2024-06-11. This piece was translated from Swedish by Claude. Some phrasing may differ from a human translation. Apple’s AI debut revealed a crack in the facade of the tech giant. The desire to keep pace with the AI frenzy appears to be pushing the company to abandon the privacy-first strategy that made it so successful. It was the worst-kept secret in the tech […]