Apple will hold on Wednesday, the 9th, its traditional new product launch event called "Surprise and Shine." This event marks a significant shift in the company's strategy, which over the past 15 years has focused mainly on perfecting existing product lines and launching services to generate recurring revenue.
The new CEO, John Ternus, will take the stage to present the new iPhones, the company's first foldable device, and the new Apple Watches. Although Apple has ventured into new device categories in recent years, such as the Apple Watch and AirPods, the company had not maintained a constant flow of new concepts.
The expectation is that Wednesday's event will be just the beginning. Apple is about to begin the biggest sequence of device launches in its history, with a wave of new formats and completely new product categories planned for 2026, 2027, and the years to follow.
According to the article, the company has been working on this new product portfolio for five years, preparing an innovation pipeline that promises to significantly transform Apple's device offerings in the market.
