John Tarnas was appointed as Apple’s new CEO on September 1st local time. In a message sent to employees on his first day on the job, Tarnas mentioned a “big product launch” next week and also looked forward to “products we haven’t even imagined yet.” Let’s decipher from Tarnas’ words where Apple, which has become a new system, is headed.
Apple’s new CEO John Tarnas sends a message to employees
John Ternus, who was appointed as Apple’s new CEO, sent a message to employees on September 1, local time, his first day in office.
What is particularly noteworthy is that it mentions a “large-scale product announcement” scheduled for next week.
Thanks and respect to Chairman Tim Cook
Tarnas’ new CEO begins by expressing his gratitude to his predecessor, Tim Cook, who has assumed the position of Chairman of the Board.
The expression, “He led Apple with integrity and humanity while adhering to his own values,” shows his deep respect for Mr. Cook.
We are very fortunate to have a CEO who lives up to his values and leads Apple with integrity and humanity.
“Big product launch” next week
“We have a big product launch coming up next week, and it’s going to be great,” Tarnas said.
This “product announcement” seems to refer to the “Surprise and Shine” event that will be held from 2:00 a.m. on September 10th Japan time.
At the September event, new products such as the iPhone and Apple Watch are announced, but this year in particular, the first foldable model of the iPhone is expected to be introduced.
We have a very big product announcement coming up next week. I’m sure it will be great. Thank you to each and every one of you for what you have done to make that happen.
He also talks about his expectations for “products that we haven’t even imagined yet.”
In addition to the products currently under development, Tarnas also talked about his expectations for “products that we have not even imagined yet.”
And that’s not all. I’m just as excited about what lies ahead. This is not only about the wonderful products that are already in development, but also about the products that we will envision and create together in the future, which we have not even imagined yet.
NEW: Apple’s John Ternus touted a strong future product pipeline and teased a “phenomenal” new iPhone launch next week in his first remarks to employees as chief executive officer. pic.twitter.com/ttZJN5XIrU
— Mark Gurman (@markgurman) September 1, 2026
What does the “huge” announcement mean?
Ternas uses powerful words to describe next week’s new product launches: “huge” and “phenomenal.”
It’s unclear whether the word “huge” simply refers to the scale of the event, where many products will be announced, or whether it indicates the impact of a particular new product launch.
The following new products are expected to be announced at this new product launch event.
- iPhone18 Pro/iPhone18 Pro Max
- folding iphone
- Apple Watch Series 12
- Apple Watch Ultra 4
- AirPods 5
Does “huge” mean a foldable iPhone?
Does the “huge announcement” that Mr. Tarnas refers to mean a folding iPhone rumored to be the “iPhone Ultra”?
It is rumored that by adopting a foldable shape, it will have a “huge” screen size of around 7.7 inches, the largest in iPhone history and close to the iPad mini.
Also, in terms of a major design change for the iPhone, the introduction of a new foldable design has a “huge” impact.
However, it has been pointed out that due to the high degree of difficulty in manufacturing the folding mechanism, there is a possibility that there will be a shortage immediately after release.
Will Apple’s future be revealed?
The new product announcement event on September 10th will be the first external event held after the change in Apple’s top management, and may serve as a place to announce the future direction of Apple.
With only the information reported at the moment, we do not know why Mr. Tarnas described it as “huge”. It will be interesting to see not only the content of the new products, but also what kind of message the new Ternus CEO will give at the first major event.
What is “a product that has not even been imagined yet”?
Tarnas also mentions “products that we ourselves have not even imagined yet.”
Although he does not mention specific product plans, it can be said that it is unique to Tarnas, who has spent his career working in the hardware development department, that he mentions future products in his inauguration speech to the company.
New categories of products that have been rumored so far include smart glasses and smart home products.
Of course, Tarnas did not specifically mention new products. However, the expression “a product that we have not even imagined yet” suggests that the company is not just improving existing products, but is also interested in developing new categories.
It could be an innovative product that doesn’t fit into an existing product category, like the first iPhone that Steve Jobs announced in 2007, saying it would “redefine the telephone.”
Steve Jobs announcing the first iPhone
Where is Apple headed in the Tarnas era?
How will Apple change when John Ternas, who came from the hardware field, takes over the top position after co-founder Steve Jobs, who led Apple as a great visionary, and after Tim Cook, who established a solid financial foundation through efficient management?
Mr. Tarnas spent his career in the hardware field.
John Ternas has a degree in mechanical engineering and previously worked as a mechanical engineer before joining Apple in 2001.
After being appointed as Vice President of Hardware Engineering in 2013, he was promoted to Senior Vice President of Hardware Engineering in 2021, and is a person who has consistently worked in the hardware field.
Former CEO Cook is responsible for handling politics both in the US and abroad.
Mr. Cook, who has dramatically increased Apple’s corporate value by working in the supply chain management and business administration departments, has managed to efficiently run the giant company Apple and has continued to respond to political movements around the world that needed to be taken into account because of the huge influence he had.
From now on, Mr. Cook will be responsible for external affairs such as the United States, China, and Europe, while Mr. Tarnas will be responsible for delivering products as Apple’s manager.
Is there a possibility of a change in policy due to CEO change?
Mr. Tarnus praises Mr. Cook for “sticking to his own values and leading Apple with honesty and humanity,” so it is presumed that he will not make a major change in direction from the time when Tim Cook was CEO.
During the approximately 15 years that Mr. Cook led Apple as CEO, he introduced new products and technologies such as the Apple Watch, AirPods, Apple Silicon, and Vision Pro, and strengthened services such as Apple Music and Apple TV. However, it is true that some say that it is difficult to feel that Apple has had the impact of changing society itself like the iPhone under Steve Jobs.
While Mr. Cook has stably operated Apple, which has grown into a huge company, Mr. Tarnas, who knows everything about product development, may be expected to play a role in creating innovative products that will take Apple to the next stage.
AI support is inevitable
In addition, as evidenced by the fact that the main new features of iOS27 are related to Apple Intelligence, no matter what products Apple creates in the future, it is inevitable that they will be integrated with AI.
In addition to the integration of Apple Intelligence into existing products such as the iPhone and iPad, the emergence of new devices designed with AI in mind will bring more reality to the phrase “products we haven’t even imagined yet.”
It is interesting to see how Mr. Tarnas, who knows everything about hardware, not only adds AI to existing products, but also creates products that are inspired by AI.
With the strong financial foundation built during the Cook era, the day when Apple can thrill us with groundbreaking hardware may not be far away.
Photo:Apple (1), (2)
Source: iPhone Mania
