Apple Inc (NASDAQ:AAPL) was front and center this week with a new event unveiling the iPhone Duo foldable phone and the latest iPhone model. The "Surprise and Shine" event also put new CEO John Ternus front and center, allowing him a chance to show what style he will bring to the company.
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More Steve Jobs, Less Tim Cook
Tim Cook left the Apple CEO role after decades of leading the company through new products and growing the company’s market capitalization. Known for his leadership and diversification skills, Cook’s successor may be a change from recent years.
Ternus’ first Apple event is drawing flashbacks to company co-founder and CEO Steve Jobs for some, with the new CEO more focused on one individual product instead of the company’s diversification.
"There’s no product in the world better designed to be your intelligent personal hub than iPhone," Ternus said at the event.
Ternus’ focus on the iPhone differs from Cook, who tried to convince investors that there’s more to Apple than just the smartphone, as reported by TechCrunch.
The new CEO put the iPhone front and center of the company’s forward strategy, including the "intelligent personal assistant" AI-focused strategy.
This follows past times when Jobs put the company’s emphasis on one product for years, including the Mac.
Similar to Jobs brushing off the naysayers who thought the Mac was dead, Ternus is putting all the attention and focus on the iPhone and brushing off concerns that the smartphone is past its prime.
While Ternus may be judged on other Apple products in the future, right now he is comfortable putting the emphasis and company’s future in the hands of the iPhone.
What’s Next for iPhone
The iPhone was first unveiled on Jan. 9, 2007, by Jobs at Apple’s Macworld event.
The smartphone is now a key product for the company year after year.
Apple will release the highly anticipated iPhone Duo on Oct. 23. The foldable smartphone starts at $1,999 and will begin preorders on Oct. 16.
The iPhone 18 Pro and iPhone 18 Pro Max will be released on Sept. 18 ,with preorders beginning on Sept. 12.
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Apple Stock Price Action
Apple stock is up 2.47% to $334.62 on Friday versus a 52-week trading range of $229.02 to $344.57. Apple shares are up 9% over the last month and up 22.5% year-to-date in 2026.
Image Courtesy: Apple
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