For most of the past 15 years, Apple has been working to improve its existing product line and launch various services to generate more recurring revenue. A few new device categories such as Apple Watch and AirPods also appeared during this period, but Apple did not continuously launch new product concepts. This situation is about to change. The starting point is Apple's “Surprise Shine” event on September 9 next week. The new CEO John Ternus will be on stage to launch the latest iPhone and Apple Watch, but this is just the beginning. Apple is about to begin the largest wave of device releases in the company's history, launching a series of new product forms in 2026, 2027 and beyond, and entering many new product fields. Over the past five years, Apple has been preparing for this series of products, and Ternus is proclaiming that a new era of innovation is about to begin. In a letter to employees on Tuesday, he wrote, “I am so excited to think about everything we have prepared next. We're having a big press conference next week, and it's definitely going to be amazing. I'm also excited for the farther future, including amazing products that are already under development and products we haven't even imagined.”

For most of the past 15 years, Apple has been working to improve its existing product line and launch various services to generate more recurring revenue. A few new device categories such as Apple Watch and AirPods also appeared during this period, but Apple did not continuously launch new product concepts. This situation is about to change. The starting point is Apple's “Surprise Shine” event on September 9 next week. The new CEO John Ternus will be on stage to launch the latest iPhone and Apple Watch, but this is just the beginning. Apple is about to begin the largest wave of device releases in the company's history, launching a series of new product forms in 2026, 2027 and beyond, and entering many new product fields. Over the past five years, Apple has been preparing for this series of products, and Ternus is proclaiming that a new era of innovation is about to begin. In a letter to employees on Tuesday, he wrote, “I am so excited to think about everything we have prepared next. We're having a big press conference next week, and it's definitely going to be amazing. I'm also excited for the farther future, including amazing products that are already under development and products we haven't even imagined.”