John Ternus’s assumption of the Apple CEO role on September 1 has positioned his September 9 “Surprise and Shine” keynote as the first major public test of his leadership, driving trader focus on what hardware-focused remarks or product details he may highlight. In his initial employee memo, Ternus emphasized a “huge launch next week that’s going to be phenomenal” while praising predecessor Tim Cook and teasing an ambitious pipeline, aligning with expectations for the iPhone 18 Pro series, Apple’s anticipated first foldable device, updated Apple Watch models, and deeper Siri integration through Apple Intelligence. Competitive pressures in AI and supply constraints add context, with the event serving as a key catalyst for any on-stage references to new capabilities or strategic priorities.