John Ternus assumed the CEO role on September 1, 2026, following Tim Cook’s transition to executive chairman, making the September 9 “Surprise and Shine” keynote his first major public appearance in the position. In his initial employee memo, Ternus highlighted a “huge launch next week that’s going to be phenomenal,” underscoring expectations for the iPhone 18 Pro lineup, Apple’s anticipated first foldable device, updated Apple Watch models, and further Apple Intelligence integrations including conversational Siri enhancements. As the longtime senior vice president of hardware engineering, Ternus brings a product-focused perspective amid competitive pressures in AI and device innovation, with traders monitoring whether his remarks emphasize hardware milestones, AI capabilities, or continuity with prior leadership. The event’s proximity to resolution heightens focus on any specific terminology or themes he addresses on stage.