John Ternus signals shift at Apple with teaser for September event

The memo marks a swift transition for the technology giant, framing the upcoming event as a pivotal moment for the firm’s roadmap. Ternus, who previously led hardware engineering, hinted that the September 9th showcase will extend beyond standard updates, with industry speculation centering on the debut of the foldable iPhone Ultra and the iPhone 18 Pro.

Beyond next week’s launch, the new CEO signaled an aggressive approach to research and development. His message suggests the company is doubling down on experimental hardware, potentially accelerating efforts in robotics, advanced OLED integration, and the next generation of wearable audio technology. By highlighting products that the team has not yet imagined, Ternus aims to maintain Apple’s market dominance while leveraging the transition of Tim Cook into the role of executive chairman.