For the first time in 15 years, a new CEO will kick off Apple’s big fall event. New high-end iPhones — and price hikes — are expected.
A noted “product guy” who previously led Apple’s hardware team, CEO John Ternus is expected to announce a slew of new devices, including a splashy new foldable iPhone that could command a $2,000+ price tag.
Ternus took over for Tim Cook at the start of the month. The product keynote is the new CEO’s chance to introduce himself to the wider world of Apple fans and pitch them on gadget upgrades. Investors will be listening to see if he drops any bread crumbs that illuminate what Apple’s priorities will be under his tenure.
Wall Street also anticipates that Apple will increase the cost of its latest lineup of iPhones after previously announcing price hikes on MacBooks and iPads amid the bruising memory shortage.
Apple’s keynote kicks off at 1 p.m. ET — follow along for the play-by-play:
Who is John Ternus? Get to know Apple’s new CEO before he takes the stage.
John Ternus studied engineering and once worked under Steve Jobs. Tim Cook, who is staying on as board chairman, called Ternus “one of a kind” and said the CEO transition would go “seamlessly.”
Apple’s new CEO drums up hype with cryptic video.
— John Ternus (@johnternus) September 9, 2026
John Ternus posted a short clip to X this morning ahead of Apple’s 1 p.m. ET event. The teaser, which shows a glimpse of what is presumably an unreleased device, could signal a glitzier marketing strategy under Ternus. It’s unusual to see Apple reveal actual imagery associated with upcoming devices ahead of an event, even if it’s not 100% clear what we’re looking at.
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