On the 9th (local time), former Apple Chief Executive Officer (CEO) Tim Cook made a surprise appearance in the opening video of Apple's new product launch event at Apple Park in Cupertino, California. In the video, former CEO Cook said, "No, that's not me," pointed to Apple CEO John Turnus, and introduced him by saying, "That's your guy." CEO Turnus then took over the presentation and began unveiling Apple's new products. He joined Apple in 2001 and led hardware engineering, and although he had appeared at multiple product launches before, this was the first time he led the event as CEO.
◇ Turnus' "one more thing" is a foldable iPhone
After introducing the new iPhone 18 Pro and Pro Max, Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5 for about an hour, CEO Turnus said "one more thing" and unveiled Apple's first foldable iPhone, the iPhone Duo. Right after Turnus' "one more thing" remark, cheers erupted among the audience at the Steve Jobs Theater in Apple Park. "One more thing" is the phrase Apple co-founder Steve Jobs used to repeat whenever he unveiled a noteworthy new product during his lifetime. Former CEO Cook also sparingly revived the expression when announcing major products such as Apple Watch and iPhone X.
CEO Turnus said, "A larger display opens up entirely new possibilities, and it would be even better if it still slips right into your pocket and hand," adding, "We think the best way is a foldable design." He continued, "Other corporations just made foldables that look like two phones awkwardly stuck together," and said the iPhone Duo adopts a 5.4-inch display that, when folded, is about the size of a passport. He said, "This innovation will redefine the foldable phone experience."
That day, CEO Turnus said, "It's an incredible privilege to represent Apple's great team," and, "I've spent much of my life at the company, but every day I'm inspired by Apple's curiosity, invention, and relentless pursuit of excellence," sharing his thoughts upon taking office as Apple CEO. He also emphasized, "iPhone is a device designed to be the best at serving as an intelligent personal hub." He presented the iPhone not as a mere smartphone, but as the center connecting users' lives with applications (apps), services, and artificial intelligence (AI).
Barron's analyzed that CEO Turnus actively borrowed Jobs' presentation style at this event. Defining the iPhone as an "intelligent personal hub" evoked the moment Jobs in 2001 called the Mac a "digital hub," and attacking existing foldable phones' shortcomings was seen as similar to Jobs' way of pointing out competitors' flaws and then presenting Apple's solution. The reference to "one more thing" was the same.
◇ Foreign media: "warm and unadorned"… some say he was "overshadowed by the foldable"
Foreign media generally evaluated CEO Turnus' presentation positively. The Guardian called Turnus' presentation "warm and unadorned." It focused on an unpretentious image different from Jobs' commanding stage presence or Cook's calm delivery. Tech analyst Bob O'Donnell said, "The foldable iPhone has been in development for a long time, but it's symbolic that CEO Turnus is the one who brought it to the world," adding, "It shows the beginning of a new era in which more exciting new products will pour out under his leadership."
TechCrunch reported, "CEO Turnus said the iPhone is the best AI device in existence and that Apple cares far more about data and privacy than its competitors, which presented a clear vision of how Apple plans to compete in the AI era."
On the other hand, some analysis said CEO Turnus was outshone in attention by the foldable iPhone. Ben Wood, chief analyst at CCS Insight, said, "This event shows a smooth handover from former CEO Cook," but added, "With all the attention drawn to the iPhone Duo, Turnus felt like a less-noticed storyline."
Forrester analyst Dipanjan Chatterjee said, "CEO Turnus has inherited the most successful technology corporations, which is both a blessing and a burden," adding, "The management, scale, and revenue generation that former CEO Cook executed perfectly have raised the bar, and Turnus must carry that success forward." He continued, "CEO Turnus must, while maintaining this momentum, also position Apple to reinvent itself."