Over the past 15 years, Apple has predominantly concentrated on refining its existing product lineup and boosting recurring revenue by introducing various services. The company has ventured into only a handful of new device categories, such as the Apple Watch and AirPods, without maintaining a steady stream of innovative concepts. However, this trend is poised for a significant shift at the upcoming event on September 9. Under the leadership of the newly appointed CEO, John Ternus, Apple will unveil the latest iterations of the iPhone and Apple Watch—but this is merely the starting point.

Apple is gearing up to embark on its most extensive new product launch cycle to date, with intentions to roll out a range of products featuring entirely novel designs and categories in 2026, 2027, and beyond. These interconnected product lines have been under development for the past five years. Ternus has expressed that an era of innovation is on the horizon, and he is brimming with excitement for the forthcoming products, encompassing both those currently in the pipeline and those slated for future release.