Following the appointment of Apple's new CEO, Ternus (ターナス), reports indicate that the company will put a product strategy centered on integrating AI with devices and sensors at the forefront, with foldable iPhones and other products expected to be the focus of the September new-product announcement event.
Ternus (ターナス) will assume the role of CEO effective 1 September 2026 and is emphasizing a new approach to product development that integrates devices, semiconductors and sensors, building on Apple's existing product development structure. A memo issued upon his appointment expressed optimism about the company’s position with a product announcement scheduled for next week and suggested that its future AI strategy could center on products.
At the new-product event “Surprise and shine-,” scheduled for 9 September U.S. time, reports indicate that the iPhone 18 Pro series and Apple's first foldable iPhone will be introduced. The timing of the announcement remains subject to uncertainty, but reports have provided details about the foldable model, including a horizontally opening design and display size.
Strengthening on-device AI through Apple Silicon has also been identified as a pillar of the strategy, with attention focused on the performance of the M6 chip, the transition of the A20 Pro to a 2 nm process generation, and the use of unified memory. These developments have prompted discussion of the feasibility of running large-scale AI models on devices.
As part of its use of external models, Apple is reportedly considering integrating Google's Gemini into Siri and other products, with usage fees said to be approximately $1 billion annually. However, the details of the agreement and the optimized model have not been disclosed, and balancing reliance on external providers with differentiation of the Apple experience is seen as a challenge.