Apple holds first Ternus-era event, puts iPhone at center of AI strategy

Ternus opened the event to a standing ovation. “First of all, thank you, it is great to be here,” he said. “I think you’re gonna like what you’re gonna see.” It was his first product launch since succeeding Tim Cook as chief executive on September 1. Cook continues as executive chairman of Apple’s board. Ternus, a more than two-decade Apple veteran who previously served as head of hardware engineering, took over during a broader changing of the guard after a steady exodus of longtime executives.

The event, held at Apple Park, was headlined by the iPhone 18 Pro and the iPhone Duo, Apple’s first foldable phone, according to 9to5Mac, which reported from the event. Apple also was expected to announce the Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5. The Verge reported that the September 9 event could include new Apple Watches, AirPods and OS updates, with the possibility that the standard iPhone 18 would not arrive until the new year, leaving the pricier Pro models and the folding phone as the main hardware announcements. It also noted that RAM shortages could make products more expensive. 9to5Mac said Ternus shared a cryptic teaser on X that appeared to hint at a variable aperture coming to the iPhone 18 Pro Max.

TechRadar reported that AirPods 5 arrived with wireless charging, active noise cancellation and volume-swipe stems for $149 / £149, lower than the $179 / £179 of the previous version. It also said the event included the first folding iPhone. The audio site criticized Apple for not launching a HomePod mini 2, despite Ternus repeatedly teasing the idea of a “personal hub.” During the event, Ternus said, “I started the day with the idea of a personal hub,” before closing with the line that no product is better designed to be that hub than iPhone. TechRadar had expected a second-generation HomePod mini with an upgraded chip, deeper Apple Intelligence integration and improved wireless features, and argued that a speaker hub would better serve the home. Apple did not announce the HomePod mini 2 at the event.

In his keynote, Ternus put the iPhone at the center of Apple’s AI strategy. “There’s no product in the world better designed to be your intelligent personal hub than iPhone,” he said. TechCrunch reported that the approach contrasts with former CEO Tim Cook’s repeated efforts to convince Wall Street that Apple was more than just the iPhone. TechCrunch compared Ternus’s pitch to Steve Jobs’s 2001 Mac strategy, when Jobs rejected the idea that the PC was dying and described the Mac as the center of a “digital hub” for devices such as camcorders, digital cameras and DVD players. Less than 10 months later, Jobs announced the iPod. Ternus listed the ingredients of an ideal hub as a powerful processor, high-resolution cameras, persistent networking and on-device AI. TechCrunch said he is rebutting the idea that the iPhone is past its prime as the device approaches its 20th anniversary.

Apple’s event took place as the company faces pressure to prove it can compete in artificial intelligence, while navigating RAM shortages and an increasingly complex geopolitical environment. The Verge described the launch as the start of a new era for Apple and said all eyes would be on Ternus for a big first announcement. Additional home products, including a new Apple TV 4K, a HomePad home hub and a HomePod mini 2, had been rumored, but 9to5Mac said the latest rumors pointed to October debuts as more likely.

Editor's Summary

Apple’s September 9 “Surprise and shine” event was the first keynote under CEO John Ternus, featuring the iPhone 18 Pro, the foldable iPhone Duo, new Apple Watches and AirPods 5. Ternus used the launch to position the iPhone as the hub of Apple’s AI-era strategy, while critics noted the absence of a new HomePod mini. The event also highlighted the challenges facing Apple, including AI competition, executive turnover and component shortages.