Apple Isn’t Following Its Typical Playbook for the September iPhone Event - CNET
Apple is deviating from its traditional September product launch strategy by releasing new Mac hardware ahead of its iPhone event. The company is also transitioning to a new CEO, John Ternus, while expanding Apple Pay availability to Walmart.
Why it matters
Changes in Apple's product release cadence and leadership signal a potential shift in corporate strategy under new management.
Tim Cook is having a wild last week on the job.
Read full bio August 28, 2026, 8:09 am ET
Apple surprised the tech world this week by selling new versions of the Mac Mini and Mac Studio desktop machines, right as it also released a teaser for its big iPhone event on Sept. 9 .
No wonder the event tagline is Surprise and Shine. Launching new Macs and iPhones isn’t the typical Apple playbook for September, but nothing about the month will be typical with a new CEO, John Ternus , taking the helm on Tuesday.
In this week’s episode of One More Thing, embedded below, I go over all the surprises this week in Apple’s product lineup, along with an unexpected Apple victory: Walmart is starting to accept Apple Pay at stores across the US .
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