Apple has a new CEO. But should John Ternus try to change Apple —
or protect what already works? Chris Deaver, former Apple and
Disney leader and co-founder of BraveCore, joins Aaron Wolpoff and
Melissa Eaton to unpack one of the biggest questions facing Apple's
next chapter: how do you evolve a company without losing the
culture that made it great? Chris brings an unusually close
perspective to the conversation. He worked in leadership
development at Apple and worked extensively with John Ternus over
more than a decade as Ternus developed into the leader Apple
ultimately chose to succeed Tim Cook. The conversation explores why
Steve Jobs and Tim Cook were so different, why that difference
actually helped Apple, and why John Ternus doesn't need to become
either one. They discuss Apple's collaborative culture, the shift
from "Think Different" to "Different Together," the company's
approach to AI and privacy, the future of AR, the challenge of
creating Apple's next major product category, and the pressure on a
new CEO to deliver a "mic drop" moment. Chris also explains why
Apple's current transition is less about fixing a broken company
and more about preemptively positioning a healthy company for its
next phase. In this episode: Why Steve Jobs chose a fundamentally
different successor in Tim Cook What Apple actually needs from John
Ternus Why culture may be Apple's most important product The shift
from "Think Different" to "Different Together" Why Apple promotes
people based on principles, not just results The danger of a CEO
trying to control every function Apple's "category one" philosophy
What Disney's succession problems can teach Apple Why Apple's
approach to AI is different Privacy vs. AI's dependence on massive
amounts of data Why Apple doesn't need to be first The future of AR
glasses What would make consumers actually want Apple's next
wearable Why Apple's next major product doesn't have to replace the
iPhone The pressure on John Ternus to deliver a major signal Why
Apple should preserve its culture while evolving its operating
mechanics Why Apple needs to sell the thesis, not just live it What
you will learn Why Steve Jobs and Tim Cook were intentionally
different leaders Why Apple needs the right leader for the right
phase, rather than another Steve Jobs Why Apple's culture may
actually be its most important "product" How Apple shifted from
**"Think Different" to "Different Together" Why John Ternus's
biggest challenge isn't hardware — it's becoming a truly
enterprise-wide CEO Why Apple promotes leaders who demonstrate its
principles, not just performance How Apple's "category one"
philosophy allows leaders to own their expertise while trusting
other leaders to own theirs Why CEOs can damage companies by trying
to have their hands in everything What Apple's approach to AI
reveals about its commitment to privacy Why Apple may deliberately
refuse to be first in AI Why "we don't care about being the first,
we care about being the best" is central to Apple's strategy Why AR
could become Apple's next meaningful product category What Apple
needs to prove before consumers will actually want AR glasses Why
Apple's biggest challenge may be explaining the use case, not
building the technology Why the pressure for a "mic drop" product
announcement could become a problem for Ternus What Apple can learn
from its failed succession stories Why Chris sees the current
situation as preemptive positioning rather than fixing a broken
company Why Ternus needs to become a deeper collaborator rather
than trying to impose a singular vision Why Apple should "sell the
thesis, don't just live it" Why the best future for Apple may
involve preserving its culture while changing the mechanics around
it Notable quotes "The culture is the gift that keeps on giving." —
Chris Deaver "For Apple, incremental is revolutionary." — Chris
Deaver "Apple's always been a company that is first about getting
the principles right." — Chris Deaver "We don't care about being
the first, we care about being the best." — Chris Deaver "You don't
want to be educating the consumer about this. You want them to
experience it." — Chris Deaver "There's not really a broken per
se." — Chris Deaver "It's almost a preemptive, like, let's not let
it break." — Chris Deaver "Do you really wanna rush Michelangelo's
sculpture?" — Chris Deaver About our guest Chris Deaver is the
co-founder of BraveCore, a leadership and culture consultancy
focused on helping organizations build cultures around co-creation
and collaboration. His LinkedIn describes his work as spanning two
decades inside organizations including Apple and Disney Connect
with Chris Deaver: Linkedin - LinkedIn Website -
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