Steve Jobs introduced the iPad in 2010 not as a bigger iPhone or a sidekick to the Mac, but as a revolutionary “third category” of device — a magical slate of glass that would usher in the post-PC era. He envisioned it as a primary computing device: intuitive, touch-first, powerful enough for everyday creation and consumption, yet simpler and more approachable than a traditional laptop with its mouse-and-pointer model. Jobs famously compared PCs to trucks and tablets to cars — the future belonged to the more personal, portable form factor.
Under Tim Cook, the iPad evolved into a capable but often frustrating “in-betweener”: computer-like when docked with a Magic Keyboard, yet held back by iPadOS limitations that prevented it from fully supplanting the Mac for many users. Now, with hardware engineering veteran John Ternus set to become Apple’s CEO in September 2026, there’s a real opportunity to steer the iPad back toward Jobs’ bolder vision — and the timing couldn’t be better.
Why Ternus Is Uniquely Positioned to Revive the iPad’s Ambition
Ternus has deep roots in Apple’s hardware story. He played key roles in the original iPad, the shift to Apple Silicon that supercharged the Mac, and recent products like the wildly successful MacBook Neo — a budget-friendly machine that proves Apple can deliver premium experiences at accessible prices without compromise.
As an engineer-first leader – a “product guy,” hurray! – Ternus obsesses over details and has shown willingness to make decisive hardware bets. Recent comments from him emphasize making “the best iPad we can possibly make” while keeping Macs and iPads distinct — not mashing them together, but pushing each to its strengths.
His excitement about AI unlocking “unlimited potential” for products suggests he sees software-hardware integration as the path forward.
Unlike Cook’s operations-focused era, Ternus’ hardware background could bring a renewed focus on bold product reinvention rather than incremental updates.
How Ternus Could Return the iPad Closer to Jobs’ Vision
Here’s how the incoming CEO might bridge the gap between the iPad’s current “computer-like but not quite” reality and its original promise as a primary device:
1. Evolve iPadOS into a Truly Flexible, Touch-First Computing Platform: iPadOS 26 already introduced more desktop-like features — better windowing, a menu bar, improved pointer support, and enhanced multitasking. Ternus could accelerate this without turning the iPad into a Mac clone. Imagine a smarter “desktop mode” that activates seamlessly with the Magic Keyboard (offering pointer precision and full keyboard shortcuts) but defaults to pure touch when undocked. Full external display support with independent app spaces, advanced file management, and background task handling would make the iPad feel like a complete computer for students, creators, and professionals — all while preserving the intuitive, app-centric touch experience Jobs championed.
2. Hardware Innovations That Prioritize Portability and Versatility: Ternus oversaw the MacBook Neo’s ground-up design for quality at lower cost. Apply that thinking to a refreshed iPad lineup.
3. Deep AI Integration to Make the iPad Feel Magical Again: Jobs’ iPad was about simplicity and delight. Ternus has highlighted AI’s potential to create “entirely new opportunities.” On-device Apple Intelligence could supercharge productivity: context-aware writing tools, intelligent app orchestration, voice-driven creation that reduces reliance on precise pointer input, and seamless integration across devices. This could make the iPad excel at tasks where touch and voice outperform mouse-and-keyboard workflows — turning it into the go-to device for idea capture, content creation, and daily computing without the friction of traditional desktops.
4. Clearer Differentiation and Ecosystem Synergy — Without Cannibalization: Ternus has stressed that Apple isn’t trying to merge Mac and iPad. Instead, he could position the iPad as the primary personal computer for most people (light creation, media, browsing, education) while the Mac remains the powerhouse for pro workflows needing maximum precision or legacy software. Features like enhanced Universal Control, shared storage, and effortless handoff would make owning both feel complementary, not competitive — but the iPad would finally stand on its own as a full-fledged daily driver.
Why This Shift Makes Sense Now — And Why It Matters
The computing landscape has changed dramatically since 2010. Touch interfaces are ubiquitous, AI is reshaping how we interact with devices, and younger users expect fluid, portable experiences over clunky desktops. The MacBook Neo’s strong demand shows appetite for accessible Apple hardware. Meanwhile, the iPad’s sales have lagged in its “in-betweener” state.
Returning closer to Jobs’ vision isn’t about nostalgia — it’s smart business. A bolder iPad could reignite growth in tablets, attract switchers from Windows/Android, and position Apple as the leader in personal computing again. Ternus’ hardware expertise combined with his stated excitement for the “incredible road map ahead” suggests he understands the need for decisive moves in the AI era.
Of course, challenges remain: balancing pro features without alienating casual users, maintaining strict separation from macOS, and executing on software polish. But if anyone at Apple can thread that needle, it’s the engineer who helped birth the iPad in the first place.
Steve Jobs saw the iPad as the future of computing — intimate, powerful, and liberated from old paradigms. Under John Ternus, Apple has the chance to finish what was started: making the iPad not just a great tablet, but the primary computing device for a new generation.
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