On September 1, Apple announced a significant leadership reshuffle, with John Ternus assuming the role of CEO, while Tim Cook transitions to the position of executive chairman of the board. The inaugural major event under Ternus’s helm—Apple’s autumn product launch—is scheduled for September 9 (local time), or 1:00 a.m. Beijing time the following day, under the theme “Glow Brilliantly, Shine Brightly.” Cook will be present at the event but will not feature in the promotional video, as Apple seeks to position Ternus as the central figure for promoting the foldable iPhone and upcoming product lines. This leadership transition, coupled with the new product unveiling, marks twin milestones in Apple’s trajectory. Ternus, previously senior vice president of hardware engineering, is anticipated to venture into cutting-edge domains and secure technological leadership in foldable devices. Cook’s shift to a more strategic role, while maintaining his board position, ensures continuity in the company’s guiding principles and paves the way for the new leadership to flourish. This launch will provide a vital glimpse into Apple’s strategic evolution.