Apple to Launch Largest-Ever Product Lineup in the 'Tunes Era'

Over the past 15 years, Apple has largely focused on refining its existing product lines and introducing services to generate more recurring revenue. Although a few entirely new product categories, such as the Apple Watch and AirPods, have emerged during this period, they have not sustained a continuous flow of innovative concepts. All of this will change beginning with the “Surprise Shine” event on September 9 next week. New CEO John Ternus will take the stage that day to unveil the latest iPhone and Apple Watch—but this is only the beginning. Apple is about to launch its largest product release cycle in history, introducing a series of entirely new form factors and product categories in 2026, 2027, and beyond. Apple has been laying the groundwork for this product lineup over the past five years, and Ternus has repeatedly declared that an era of innovation is imminent. In a letter to employees on Tuesday, he wrote: “I am incredibly excited about everything we are about to reveal. Next week’s event will be spectacular, and I am equally eager for what follows—including outstanding products already in development and future innovations we haven’t even imagined yet.” (Jin10)