# Apple’s new CEO is reviving a Steve Jobs strategy from 25 years ago

> **Open Intelligence Dossier** · First detected: 2026-09-09 23:07 UTC · Category: Business

## Executive Summary
Apple enters a new leadership era as CEO John Ternus unveils the Foldable iPhone Duo during his first official launch event.

## Intelligence Brief
This event served as the formal introduction of the Ternus era, during which the new chief executive expressed his sentiment by stating, 'It is great to be here.' The keynote was marked by the unveiling of several new technologies, most notably the Foldable iPhone Duo, alongside new advancements in artificial intelligence. The transition was highlighted by a surprise appearance from former CEO Tim Cook, who took the stage to hand the keynote proceedings over to Ternus in a symbolic gesture of leadership succession. Coverage of the event has been wide-ranging, with reports from Fox Business, NDTV, and The Verge detailing the specifics of the presentation. Fox Business focused its reporting on the contents of the launch event, specifically highlighting the combination of AI and the debut of the Foldable iPhone Duo. NDTV provided details regarding the logistical sequence of the keynote, emphasizing the surprise cameo by Tim Cook and the formal hand-off to John Ternus.


Meanwhile, The Verge focused on the commencement of the Ternus era, documenting the CEO's first public remarks and the general atmosphere of the leadership change. The shift in leadership comes at a pivotal moment as Apple introduces hardware categories it has previously avoided, such as the foldable screen technology seen in the iPhone Duo. The involvement of Tim Cook in the transition suggests a coordinated effort to maintain stability during the handover. By integrating AI and foldable hardware into the first event under Ternus, the company is signaling a strategic direction that balances new form factors with intelligence software. This represents a significant departure from previous cycles and marks the first time a new CEO has led a major Apple product launch in several years.


Observers will be monitoring how John Ternus implements his vision for the company following this initial launch. The focus remains on the market reception of the Foldable iPhone Duo and the specific AI capabilities that were introduced during the keynote. Based on the reported sequence of events, the transition from Tim Cook to John Ternus is now complete, and the company's trajectory will be defined by the success of these new product lines. Future coverage is expected to clarify the long-term integration of these technologies as the Ternus administration begins its first full operational cycle.

## Multi-Source Evidence Table
| Source Outlet | Headline | Verification URL |
|---|---|---|
| Fox Business | Inside John Ternus' first Apple launch event as CEO: Foldable iPhone Duo, AI and more | [Source Link](https://news.google.com/rss/articles/CBMitAFBVV95cUxNVmN1RTVrU0dvZGJ1Zk80WEJjS3JaU3pWMXF5U29XZDZXdWYta2RsSTBxWTlremp2bkJWcEdDN285eF9xQU13a29MeVV1UEFIVHhmb0lqUTZpaU1iR0Npbnp3QWtyVVRGV29ubkZ5UEw0cHZtclE3ZWRZTTdjT1hLcGlvZUxSanpDZ0RsdFY3aFdkZ2hUS1ozVkxjbFA1RjBtMGkxZjZCTHBweDRTbFVqOXI3c2HSAboBQVVfeXFMTlViN3BoandDWmlWU3V0dWpfY1MzYXNLTldObEhLREZiQVQ2Vmw2Q0VnMFdPZmxRZ25wV25pN1MxV0FHVkg4WVNRdVA5M08tNFdkRmVMUEI4a21kS1AxbVBQNGVjRlZzclNuTWtxYjlyUkdRMDgzcDA5R2JZdDJuWmdrN2xZVHU5R3ZrTTZfVkVuTVd5SFNfQXJ2Q0xUUHp) |
| NDTV | Tim Cook Makes Surprise Cameo, Hands Apple Keynote Over To New CEO John Ternus | [Source Link](https://news.google.com/rss/articles/CBMitgFBVV95cUxNb2pHRGFxVThSQkduTEs1dDREZm9iWWVuN1h6bHduRVlxT3VNX3NLNE5qck82ZFdHVHBwVGNJNE5KMm1IODZLaFdsRkE3ZUFVUXRLWXhVOWk5WUdGZmRZMjZWUjB6TGJ1MXUtNFdRZVpiZVBiYnJFV0pQMEdqU3FMY0E3VFNSMkxTQ09scXRxMHVDd0REQl9na1ZYTFp6d19TUkdXcHpLQ040amo2YTJwVnNTaXRoZ9IBvgFBVV95cUxOZWRXWEV0NVEzanQtTjZvbkFGdEw0ME1jZTc5eUpkTGJMZjVtdzRQTzlCSjBIbm0wR1VMMF90cUxjR2hNZXdXRkJKc0YtM29uQ3NpT01pZm5BcmN5aElQMEE3Z1haN1FnMlI2MWxaN1g2QkhrMkJSZWd0bkp5emxNdXlFeXowQXNKQ0dsaURnekJqNklWNzB6bEg3NTd) |
| The Verge | Apple’s John Ternus era begins: ‘It is great to be here’ | [Source Link](https://news.google.com/rss/articles/CBMiigFBVV95cUxOVGZubVJXNHZOMGlkM3d6SmtqdHdkam5DUDFJSzBfa2R3NWRuLVBzMV9mMXFNaG1yUC1pNFpRLWFCOEk3Ml9mQUtYMDRNVUx6NEU1eEJqOWhBaTVrZENYeVZWWmJUZC1kaEdZcGxmUGRqVV9QUnRkTW5jZ20wTGhxYmpyeXBYSnBYTEE?oc=5) |

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*Canonical Source: https://pulse.byoviral.com/trend/2026-09-09/apple-s-new-ceo-is-reviving-a-steve-jobs-strategy-from-25-years-ago*