Apple’s newly appointed CEO John Ternus emphasized at the company’s Surprise and Shine event that the iPhone remains the premier AI device. He described the ideal AI device as an “intelligent personal hub” that combines personal context understanding, powerful on-device AI processing, cloud connectivity, high-quality sensors, and seamless integration with other products. According to Ternus, the iPhone checks all these boxes, reinforcing its central role in Apple’s AI strategy instead of shifting focus toward new hardware categories.

Ternus took over as CEO from Tim Cook, who transitioned to executive chairman, quickly signaling a strategic return to the iPhone’s dominance. He directly challenged the narrative that smartphones are becoming obsolete, reaffirming the device’s versatility and powerful hardware as ideal for the AI era. The iPhone’s strength lies in its combination of portability, advanced components, and widespread adoption, making it the go-to device for everyday computing and AI tasks for many users worldwide.

Privacy remains a key focus for Apple in this AI-driven future. Ternus highlighted Apple’s commitment to running as much AI processing on-device as possible to maintain user data control, distinguishing the company from competitors who often rely heavily on cloud data collection. This approach aims to build greater trust with consumers by ensuring their personal information isn’t harvested or stored unnecessarily, which Apple sees as a major point of differentiation in the competitive AI landscape.

Alongside this AI emphasis, Apple also announced several new products at the event, including the first foldable iPhone model called the iPhone Duo, priced starting at $1,999, launching in October. The company introduced upgrades to the iPhone 18 Pro lineup with enhanced cameras, new Apple Watch Series 12 with advanced audio AI features, and AirPods 5 offering better noise cancellation. These announcements underscore Apple's ongoing innovation while reinforcing the iPhone’s pivotal role under Ternus’ leadership.