Apple’s new chief executive John Ternus is set to stage his first major product showcase, a “Surprise and Shine” event slated for Sept. 9.
Leadership shift and product strategy
Since assuming the role on Sept. 1, Ternus has signaled a move away from the steady, yearly refresh cycle that defined the past decade toward a broader hardware roadmap. The upcoming show will launch a series of devices that the company plans to roll out through 2026 and 2027, marking the most aggressive diversification in its history.
While the concepts were seeded during Tim Cook’s tenure, most development occurred under the new CEO’s direction, a fact highlighted in an internal memo that praised the teams’ “immense enthusiasm.” In that note, he also hinted that several “futuristic” products are already in the pipeline, though details remain under wraps.
Foldable iPhone and next‑gen smartphones
The headline announcement is expected to be the iPhone Ultra, a foldable handset that folds down to the size of a passport. According to the briefing, the device will carry a premium price tag north of $2,000, feature a minimized screen crease, a sophisticated hinge, and be powered by the upcoming A20 Pro chip.
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European pricing has not yet been disclosed, and exact release dates have not been confirmed. Alongside the Ultra, the iPhone 18 Pro and iPhone 18 Pro Max will receive mechanical apertures for better light control and new vapor chambers to improve thermal performance, even though their outward design will stay familiar.
These upgrades echo the incremental refinements Apple has made to its flagship line for years, yet the foldable form factor represents a notable departure from previous designs.
Wearables and connected home
The Apple Watch Series 12 is slated to debut with ceramic cases, while the Ultra 4 model will focus on an AI‑enhanced Siri and a potential all‑day continuous heart‑rate monitor. On the audio front, the AirPods 5 will refresh the entry‑level lineup, though the promised camera‑equipped, AI‑driven earbuds have been pushed to the following year.
Both the Apple TV and HomePod mini will receive internal processor upgrades to support advanced AI features, yet their external designs will remain largely unchanged. The company also plans a new smart hub with a 7‑inch display and facial recognition, intended to serve as a personalized control center for FaceTime calls and home‑automation tasks.
The event will be streamed worldwide.
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In comparison with the 2007 launch of the original iPhone, which introduced a single, revolutionary product, this wave spreads innovation across multiple categories, suggesting the firm is betting on breadth rather than a single headline device.
Computers, tablets and new displays
The iPad mini is expected to receive an OLED screen that promises higher contrast and richer colors. Both the iMac and the 14‑inch MacBook Pro will transition to the upcoming M6 silicon, delivering a performance bump over the current generation.
More dramatically, Apple is preparing a full redesign of the MacBook Pro line, introducing the brand’s first multitouch OLED displays and integrating the Dynamic Island interface directly into the laptop experience. These hardware moves aim to keep the company competitive in the high‑end laptop market, where rivals have already adopted OLED panels.
Overall, the agenda laid out for the September event signals a shift toward a more varied product ecosystem, with foldable phones, AI‑focused wearables, and revamped computers all slated for release within the next few years.
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