Tech Breaking
By September 8, 2026, Apple’s annual fall product showcase is expected to mark two significant milestones: the introduction of the company’s first foldable phone and the debut of its new CEO, John Ternus, who will succeed longtime leader Tim Cook on September 1. Scheduled for 1 p.m. ET on September 9 at its Cupertino, California, headquarters, the event is titled "Surprise and Shine."
The event comes as Apple faces challenges in maintaining iPhone sales growth, with over 158 million iPhones already in use among U.S. adults. Consumers may be hesitant to upgrade due to affordability pressures, including rising costs for everyday goods. Additionally, Apple is under pressure to demonstrate progress in AI, lagging behind competitors like Alphabet. Analysts suggest the company must differentiate its foldable phone and showcase Ternus’ leadership to Wall Street and consumers.
The foldable phone, potentially named the iPhone Ultra, is expected to be a major highlight. While foldable phones are popular in Asia, they are still niche in the U.S. However, IDC projects a 13% increase in foldable sales for Apple in 2026, reaching 22.9 million units. The device is likely to be priced higher than standard iPhones, potentially around $2,000, compared to the current top-of-the-line iPhone Pro Max 17, which starts at $1,200.
John Ternus, who joined Apple’s product design team in 2001, has a background in hardware innovation, including contributions to the iPad and AirPods. His role involves advising on product durability and materials. Analysts view Ternus’ early performance as crucial, as Apple’s revenue and valuation have grown significantly under Tim Cook’s leadership. Ternus is expected to bring a visionary approach to Apple’s product development, addressing concerns about the lack of excitement in recent product releases.
Source: CBS News
