Apple's September 9 event will kick off the largest new product cycle in its history

In the past 15 years, Apple has spent most of its time refining its existing product lines and launching services to generate more recurring revenue. While there have been some entirely new device categories introduced during this period, such as Apple Watch and AirPods, there has not been a steady output of new concepts. All of this will start to change at the “Wonderlust” event next week on September 9. The new CEO, John Ternus, will take the stage that day to unveil the latest iPhone and Apple Watch, but this is just the beginning. Apple is about to embark on the largest new product launch cycle in its history, introducing a series of entirely new formats and product categories in 2026, 2027, and beyond. Apple has been incubating this product line for the past five years, and Ternus has repeatedly stated that a new era of innovation is imminent. In a letter to employees on Tuesday, he wrote: “I am incredibly excited about everything that’s about to unfold. We have a grand launch event next week that will undoubtedly dazzle. I am just as optimistic about our future products, including those already in development and the remarkable works that we haven’t yet imagined.”