The Wall Street Journal • 1:46 • intermediate • Technology
Q1. What is one of the major challenges John Turnis faces as the new CEO of Apple?
6 words to learn — tap cards to flip and save favorites.
/ˈtʃælɪndʒɪz/
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Definition
difficulties or obstacles that require effort to overcome.
Example
The challenges faced by the new CEO will test his leadership skills.
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/ˈlæɡərd/
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Definition
a person or entity that is slow to act or respond, especially in adopting new technologies.
Example
Apple has been labeled a laggard in the AI industry compared to its competitors.
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/kəmˈpoʊnənts/
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Definition
parts or elements that make up a larger system or device.
Example
The components inside the new smartphone are more advanced than ever before.
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/ˈprɒfɪt ˈmɑrdʒɪnz/
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the difference between the cost of producing a product and its selling price.
Example
Increasing prices is a strategy to maintain profit margins amid rising costs.
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/ˌrɛvəˈluːʃənɛri/
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involving or causing a complete or dramatic change.
Example
The company aims to create revolutionary products that redefine the market.
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/ˈɪnəˌveɪtɪv/
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introducing or using new ideas or methods.
Example
The innovative design of the new iPhone has attracted a lot of attention.
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John Turnis has officially replaced Tim Cook as Apple's CEO. People want to know everything about John. He just [music] posted on X for the very first time. He's got hundreds of thousands of followers in the first couple hours.
You know what that first tweet said? Hello. But he's going to face his fair share of challenges. Here are three important ones to pay attention to. The first challenge, AI. Apple is a lagard. It's not as advanced in
the revolutionary technology of today compared to Robs like OpenAI, Anthropic, Google, Meta. What is Apple going to do to bring this company into the AI future? They have got one thing up their sleeve, which is a new Siri,
which is finally updated and due with the next version of the company's operating system coming in a couple weeks after it announces its next phones. Another problem for John Turnis, price increases. Apple is raising prices across all of
its devices [music] because the costs for components inside of them have skyrocketed. And so to maintain its profit margins, it's having to lift prices for consumers, $200, $300 in some cases. And will consumers stop upgrading at the same
rates? If they don't upgrade their iPhone as often, that's bad for Apple's business. Another challenge for John Turnis is [music] can he make cool devices? Right out of the gate, he's gonna have something that could be cool, which
is a foldable iPhone. [music] That's coming in about a week when Apple announces its next generation of iPhones. It's going to be really expensive. It's going to be really new. Can he make cool revolutionary things returning Apple to
its innovative roots from the Steve Jobs days? That's something that a lot of people are really hoping for under his leadership.
