The iPhone Duo marked a defining moment for Apple this month, arriving as the company’s first foldable smartphone and the debut major product launch under new chief executive John Ternus. The device was unveiled at Apple’s annual iPhone hardware event, held less than two weeks after Ternus succeeded former chief executive Tim Cook.
The timing of the leadership transition and the foldable launch was not coincidental. Apple treats these hardware events, and the narratives they convey, with considerable importance, and this year’s presentation reflected wider shifts taking place within the company.
A New Chief Executive and a Reshaped Structure
Ternus takes the helm following a period of significant reorganisation within Apple’s senior ranks. Over the past year, Cook managed extensive changes across the company’s leadership, reshaping the internal org chart ahead of the handover. Those changes carry implications for Apple’s culture and for how the business intends to operate under its new leadership.
The event served as Ternus’ first opportunity to set out his approach as chief executive. Much of the story surrounding the launch pointed to how Apple plans to move from what many describe as the iPhone era into a period increasingly shaped by artificial intelligence.
Charting the Path Towards AI
The central question facing Ternus is how to steer Apple through this transition. The company’s ambitions in the AI era extend to areas including Siri and the broader integration of intelligent features across its product range. The direction chosen now is expected to influence Apple’s trajectory in the years ahead.
Virtually every detail of the iPhone hardware event had been reported in advance, underlining the intensity of interest that continues to surround Apple’s product plans. A substantial community has grown around the company over the years, tracing its roots to the early Apple rumour sites and evolving alongside the business itself.
The iPhone Duo now stands as the first foldable device in Apple’s line-up, launched under a new chief executive during his opening fortnight in the role.
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Image: theverge.com
