iPhone 18 Pro Launch Could Be the First of Many for New Apple’s New CEO This Year
Apple's new CEO John Ternus made his first public appearance at the launch of the iPhone 18 Pro and Pro Max in New York. The event highlighted his transition from hardware lead to CEO and signaled a focus on future hardware product cycles.
Why it matters
As the first major product launch under new leadership, this event sets the tone for Apple's strategic direction and public-facing corporate culture.
The iPhone 18 Pro and Pro Max may be the first phones to go on sale under new Apple CEO John Ternus, but today’s launch hinted at even more hardware launches to come.
Read full bio September 18, 2026, 4:38 pm ET
Apple CEO John Ternus greeted customers and signed iPhone boxes at Friday's iPhone 18 Pro and Pro Max launch. Mike Sorrentino/CNET New Apple CEO John Ternus welcomed buyers of the new iPhone 18 Pro and Pro Max to the company’s flagship Fifth Avenue store in New York on Friday, and it’s likely to be just the first of several major product launches for the former hardware lead’s first year in the top job.
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