Apple enters a new era on September 9, 2026, as new CEO John Ternus debuts with the launch of the company’s first foldable iPhone and AI-powered ecosystem upgrades, signaling a strategic pivot from operational efficiency back to product innovation .
New CEO & Leadership Transition
- John Ternus officially took over as Apple CEO on September 1, succeeding Tim Cook after 15 years; Cook remains Executive Chairman
- Ternus, a 25-year hardware engineering veteran, faces pressure to close Apple’s AI gap with competitors
iPhone Duo (Foldable) & iPhone 18 Pro
- Apple’s first foldable iPhone (rumored “iPhone Duo”) features a 7.8-inch inner display with book-style design, priced above $2,000
- iPhone 18 Pro and Pro Max debut with A20 Pro 2nm chip (up to 18% faster, 30% more efficient), narrower Dynamic Island, new “Dark Cherry” color
- No standard iPhone 18 model this year—delayed to spring 2027
AI & Ecosystem Upgrades
- Apple reportedly adopting Google’s Gemini AI model after abandoning self-developed LLM
- New Siri 2.0 with multi-modal AI capabilities expected alongside “Nova” initiative
- Apple Watch Series 12 and 5th-gen AirPods also launching
Future Technology: Brain-Computer Interface
- Apple quietly acquired Sonera, a non-invasive brain-computer interface startup, potentially enabling neural control for Vision Pro, Apple Watch, and AirPods
