Apple’s new CEO John Ternus reaffirmed the iPhone’s central role in the company’s future during his first keynote on September 9, 2026. Ternus emphasized that the iPhone remains the ideal device to serve as an “intelligent personal hub” in the upcoming AI era, countering industry speculation that smartphones are losing relevance. This marks a notable shift from former CEO Tim Cook’s attempts to diversify Apple’s identity beyond the iPhone.

This strategy recalls a similar approach Steve Jobs took in 2001 with the Mac, just months before introducing the iPod. At that time, Jobs argued against claims that PCs were becoming obsolete, positioning the Mac as the core of a “digital hub” connecting various gadgets. The iPod then reinforced that vision by enhancing the Mac’s value, ultimately paving the way for the iPhone’s breakthrough.

Ternus’s vision focuses on leveraging the iPhone’s strengths: its robust processing power, superior cameras, constant connectivity, and capacity for on-device AI. These attributes position the iPhone as a uniquely powerful and portable computing device for users, often the primary or only device they rely on daily. This approach highlights Apple’s edge in the AI landscape and contrasts with competitor efforts to replace smartphones with wearable technologies.

As Apple approaches the iPhone’s 20th anniversary, Ternus’s confident endorsement suggests the device will remain central to the company’s innovation pipeline. While it’s unclear whether Apple has a new revolutionary product in development similar to the iPod years ago, this renewed focus solidifies the iPhone’s place as an indispensable hub in both Apple’s ecosystem and daily consumer life.