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Apple’s September Gamble Could Redefine The Ternus Era!

Apple is heading into one of its most consequential September events in years. The company has scheduled its next product showcase for September 9, when it is expected to introduce its latest premium iPhones and potentially its first foldable device. Yet the hardware itself is only part of the story. John Ternus takes over as CEO on September 1, while Tim Cook moves to executive chairman, putting Apple’s biggest annual product stage just eight days into a new leadership era. The backdrop makes the event even more important. Apple’s latest quarter showed considerable iPhone momentum, but the company is simultaneously dealing with semiconductor constraints, sharply higher memory costs, and a smartphone industry facing falling shipments. The expected foldable could give Apple a new ultra-premium category just as pricing and product mix become increasingly important to industry economics. The central issue is therefore broader than whether consumers want a folding iPhone.