Apple’s next product cycle is drawing attention not just because of the devices it may introduce, but because of what those devices suggest about the company’s direction. Reports have placed John Ternus in line to become Apple’s next CEO, while Tim Cook is expected to remain CEO until September 2026.
That leadership shift is being watched alongside a broader product strategy that appears to go beyond the familiar yearly iPhone refresh. Among the most discussed possibilities are iPhone Fold and smart glasses, two devices that could signal a more ambitious stage for Apple’s hardware plans.
A more aggressive push beyond the usual iPhone cycle
For years, Apple has been closely associated with steady upgrades to the iPhone and gradual refinements to its ecosystem. The current reports suggest the company may be preparing to move in a different direction, with more attention on new categories, smarter hardware, and deeper use of AI.
That shift matters because Apple is often seen as a company that waits for a product category to mature before entering it. Instead of moving first, Apple typically focuses on delivering a polished experience that feels ready for the mainstream market.
Why iPhone Fold is drawing the strongest attention
Among the rumored projects, iPhone Fold stands out as the most significant. The device has also been referred to in reports as Foldable iPhone and iPhone Ultra, and it is expected to arrive in September 2026.
The concept points to a foldable phone that can open into something closer to a tablet-sized display. That would give users two experiences in one device: a phone when folded and a larger-screen device when opened.
If that happens, Apple would enter a market already populated by rivals such as Samsung, including its Galaxy Z Fold lineup. The competition would not be defined only by design, but also by how smoothly the device works in daily use.
Apple’s likely advantage would be in refinement
The main question around a foldable iPhone is not whether Apple can build one, but how it will improve the category. One recurring issue in foldable phones is the visible crease on the display, and the available reports suggest Apple may try to reduce that problem.
That approach would fit Apple’s usual strategy. The company has built much of its reputation on refining the user experience rather than being the earliest entrant in a market.
If the foldable format arrives with a cleaner design and a more dependable feel, it could become a stronger distinction for Apple than simply being a new model. In that sense, iPhone Fold would represent more than a new version of the iPhone line.
Smart glasses and new wearable devices are also in the pipeline
The same reports point to another important area: smart glasses. These glasses are described as capable of taking photos, playing music, and handling calls.
In some use cases, they could even take over part of the smartphone’s role. That would place Apple in a position to expand how users access digital services in everyday life, not just through the phone in their pocket.
There are also references to new AirPods with cameras. Their role would go beyond audio, helping understand the surroundings and supporting AI-powered functions.
Another possibility mentioned in the reports is a pendant-style device designed as a mini AI assistant. Together, these products suggest Apple may be building a wider wearable ecosystem with artificial intelligence as a central layer.
What the John Ternus era could mean for Apple
If these plans move forward, John Ternus could preside over one of Apple’s most visible strategic shifts. The focus would no longer be limited to standard upgrades, but to devices that expand how people interact with Apple products.
The areas being explored include foldables, smart home devices, and AI-focused wearables. That points to a more active effort to broaden the ecosystem while still keeping Apple’s careful product approach intact.
With September still standing as Apple’s traditional showcase moment, the attention now falls on whether the company will use that stage for a more ambitious hardware story. iPhone Fold could redefine the iPhone line, while smart glasses and other AI wearables may open a new chapter for Apple’s wider device strategy.