​Apple Set to Launch Record-Breaking Device Lineup Under Ternus Leadership

Over the past 15 years, Apple Inc. has primarily focused on refining its established product portfolios and expanding its subscription services to secure recurring revenue streams. 

While the company introduced key device categories such as the Apple Watch and AirPods during this era, groundbreaking product rollouts remained relatively sporadic.

This trajectory is set to shift significantly starting next week at the company’s September 9 "Surprise and Shine" event. Newly appointed Chief Executive Officer John Ternus will introduce the latest iPhone and Apple Watch models—a debut that marks merely the first step in a broader strategy. 

Apple is positioning itself to execute the most ambitious hardware rollout in its history, introducing innovative form factors and entirely new product categories slated for release throughout 2026, 2027, and beyond.