John Ternus is stoking the hype.
The recently inaugurated Apple CEO took to X on Wednesday to post a cryptic, 14-second teaser video ahead of the company’s hotly anticipated launch event this afternoon.
pic.twitter.com/CLu9eRDP5b
— John Ternus (@johnternus) September 9, 2026
In the short clip, a small spotlight shines down on a dome-shaped, slightly translucent orb that X users speculated could be anything from an iPhone camera to an Apple-branded flashlight.
The teaser, the first of its kind for Apple, which typically doesn’t publicize its product launches in such amorphous ways, signals a possible new, more glitzy direction Ternus intends to take the company.
Ternus officially replaced Tim Cook as CEO on September 1. Formerly a products guy, Ternus has represented Apple in numerous public speaking appearances and helped design the AirPods, among other products.
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Recently, the ambiguous teaser video has become a popular method for tech companies to garner publicity for upcoming product launches. This summer, Samsung previewed a new line of foldable phones with a video of someone cutting a pizza.
Apple is widely expected to unveil a foldable iPhone during Wednesday’s launch.
Business Insider is set to live blog the launch event from gavel to gavel. Check back on the website at 1 p.m. ET for more updates.
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