John Ternus will make his first appearance as Apple CEO at the company’s September 9 event, with the transition to the AI era and new products in focus. The overhaul of Siri and the potential arrival of a foldable iPhone are among the factors identified as likely to shape the company’s future growth.
It has become certain that Tim Cook, who has led Apple for many years, will no longer appear at the company’s annual event scheduled for September 9, with John Ternus set to take the stage in a major public appearance for the first time as CEO. The event is expected to focus on accelerating the shift into the AI era and strengthening integration across Apple’s products.
The overhaul of Siri is regarded as one of the most important challenges. There is a view that Apple is expected to introduce features that analyze information in messages and photos stored on the iPhone to provide personalized responses, as well as new capabilities to search for and make medical and dining reservations.
The arrival of a foldable iPhone could affect market trends. While IDC estimates that Apple could capture a 40% share of the foldable-device market by 2027, some observers also believe the company is lagging in entering the market.
A global memory shortage has driven up component prices, and manufacturers including Apple are moving to raise prices for some products. Observers have warned that regulatory pressure from the European Union could affect the availability of new features, including Siri, in the EU. CEO Ternus is expected to demonstrate innovation in new technologies while maintaining the profitability of existing products.