John Ternus (ジョン・ターナス) has been appointed Apple's new CEO, and the first foldable iPhone and an AI strategy using Google's Gemini are reportedly set to be the key tests ahead. The new product launch event on 9 September is expected to clarify the direction and challenges of the new leadership.
On 1 September 2026, Apple appointed engineer John Ternus (ジョン・ターナス) as its 8th CEO. Ternus, who has led hardware development for many years, will take the top management role, signalling a move to strengthen oversight of the company's product design and hardware strategy.
The new product launch event scheduled for 9 September is expected to be the new leadership's first major public appearance. The launch of a foldable iPhone and the iPhone 18 Pro series is anticipated, while attention will focus on challenges including an AI strategy centred on Gemini, pricing trends and policy responses.
The AI division is currently undergoing organisational restructuring, with a new structure being built on the assumption that Ternus (ジョン・ターナス) will take office. Key issues include how Apple will use Apple Foundation Models in coordination with Google's Gemini and advance the integration of hardware and software.
Technical challenges cited for the design of the foldable iPhone include short-stroke pen input inside the device and a magnetic attachment and detachment mechanism. The possibility of the device featuring a next-generation 2nm A20 Pro chip has also been reported. If these new technologies are realised, they are expected to affect the impact of higher prices and the timing of their market rollout.
Apple's AI strategy using Gemini involves exploring an integrated approach in which on-device processing and cloud processing are divided between the two, with the use of Private Cloud Compute and data privacy design set to be key issues going forward.
Attention will focus on how the strategy spanning hardware, software, foundation models and cloud processing is presented under the Ternus (ジョン・ターナス) leadership at the 9 September event.