In a significant moment for the tech giant, John Ternus, Apple's newly appointed CEO, led the company's annual iPhone launch event on September 10, 2026. The move marked a symbolic passing of the torch from long-time CEO Tim Cook, who made a brief appearance at the keynote's outset before playfully deferring to Ternus, stating, “That's your guy. That's your opener.”
This transition is particularly notable as Apple's September events, especially those unveiling new iPhone models, have historically been fronted by Tim Cook. Ternus's leadership signals a fresh era for Apple's hardware innovation and public-facing strategy.
New Era, New Products Under Ternus
Under John Ternus's inaugural presentation as CEO, Apple introduced a range of new products, showcasing the company's future direction. The event highlighted five key new devices:
- iPhone 18 Pro and iPhone 18 Pro Max: These flagship smartphones boast significant upgrades in design, camera capabilities, performance, and software, though they also come with a substantial price increase.
- iPhone Duo: The most anticipated announcement was Apple's first-ever foldable device, the iPhone Duo. Positioned as Apple's most expensive iPhone, it launched with a price tag of Rs 2,99,900 in India.
- Apple Watch Series 12 and Apple Watch Ultra 4: The latest iterations of Apple's popular wearables offer upgraded specifications and new features, catering to both general users and outdoor enthusiasts.
- AirPods 5: The newest generation of Apple's wireless earbuds was also unveiled, promising enhanced audio and connectivity.
The shift in leadership and the introduction of a foldable iPhone underscore a pivotal turning point for Apple, with John Ternus at the helm to guide the company into its next chapter of technological advancement and market presence.