Apple CEO John Ternus made his public debut as the company’s chief executive at its annual product showcase, presenting a new chapter for the $4.5 trillion technology giant after taking over from Tim Cook.
The event opened with a video montage featuring different ideas for how a movie could begin. Cook’s familiar voice then introduced the company’s new leader.
“Camera follows a mysterious figure before revealing our main character,” Cook said. “No. Not me. That’s your guy. That’s your opener.”
Ternus then appeared on screen and addressed the audience.
“I want to take a moment to express what an extraordinary privilege it is to represent the remarkable teams here at Apple,” Ternus said. “I’ve spent much of my life at this company, and I continue to be inspired every single day by the curiosity, invention and relentless pursuit of excellence that define Apple.”
Ternus has spent 25 years at Apple and is known for his calm approach and attention to detail. He joined the company in 2001, became vice-president of hardware engineering in 2013 and took charge of the entire hardware division in 2021.
Following Apple’s tradition, Ternus opened the keynote and introduced the company’s latest products at the “Surprise and Shine” event in Cupertino, California. The announcements included the company’s 1st foldable iPhone, iPhone Duo, along with updates to its standard iPhones, AirPods and Apple Watch lines.
Nearly 1 hour into the event, Ternus teased the foldable device with the words: “Actually, there is one more thing …”
He then pulled the phone from the back pocket of his jeans and held it up to the camera, saying with a smile, “this is iPhone Duo.”
Ternus described the Duo, featuring wider displays and multidirectional cameras, as an evolution of the iPhone experience. He said it “will redefine the experience of using a foldable phone”.
Bob O’Donnell, president and chief analyst of Technalysis Research, said the timing was significant because Ternus introducing the long-awaited foldable iPhone symbolised the start of a new era of products under his leadership.
The presentation also drew comparisons with Steve Jobs, whose black turtleneck and blue jeans became synonymous with his stage presence. When Jobs introduced the 1st iPhone in 2007, he famously built suspense before declaring: “Every once in a while, a revolutionary product comes along that changes everything.”
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