Apple CEO John Ternus posts teaser video hours before the company's annual launch event
Apple CEO John Ternus posted a cryptic teaser video on social media ahead of the company's annual product launch event. Industry speculation suggests the event will feature the unveiling of a foldable iPhone, marking a potential shift in Apple's marketing strategy.
Why it matters
The transition in leadership at Apple and the potential entry into the foldable phone market are major developments for the global consumer electronics industry.
Newly inaugurated Apple CEO John Ternus posted a cryptic teaser video ahead of Apple's product launch on Thursday. Michael Buckner/Variety via Getty Images Apple CEO John Ternus posted a cryptic teaser hours before the company's launch event. The unusual teaser could signal a glitzier marketing strategy under Ternus. Apple is widely expected to unveil its first foldable iPhone on Wednesday. John Ternus is stoking the hype. The recently inaugurated Apple CEO took to X on Wednesday to post a cryptic, 14-second teaser video ahead of the company's hotly anticipated launch event this afternoon. pic.twitter.com/CLu9eRDP5b — John Ternus (@johnternus) September 9, 2026 In the short clip, a small spotlight shines down on a dome-shaped, slightly translucent orb that X users speculated could be anything from an iPhone camera to an Apple-branded flashlight.
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