Apple’s newly appointed chief executive John Ternus opened the September 10, 2026 event at the Steve‑Jobs‑Theater by stating that the iPhone remains the best device to serve as a personal AI hub.
„Es gibt kein Produkt auf der Welt … das besser dafür gebaut ist, Ihr intelligenter persönlicher Hub zu sein, als das iPhone.“ – John Ternus, Apple (Handelsblatt, 10 Sept 2026)
The same remarks continued with a strategic thesis: the smartphone will stay the control centre of digital life and artificial intelligence (AI) will make it more valuable, not obsolete.
CEO Ternus frames the iPhone as the AI hub
In his first public appearance since taking the helm, Ternus linked the launch of the foldable iPhone Duo to a broader AI‑centric vision. He said the new form factor is “one of many roles” the iPhone will play in an AI‑driven ecosystem, rather than a standalone answer to emerging interfaces.
Competitive landscape: AR glasses and an OpenAI‑Ive project
According to the Handelsblatt report, Ternus contrasted Apple’s approach with rivals that are betting on digital glasses. He named Meta and Snap as companies “pursuing digital glasses as the AI interface.” The article also notes that OpenAI is collaborating with former Apple chief designer Jony Ive on an as‑yet‑undefined AI device, underscoring a divergent hardware strategy.
Financial backdrop and scale of Apple
Apple’s size provides context for the strategic bet. The company reported $101.464 billion in net income for the quarter ending 27 June 2026, filed in a Form 10‑Q on 31 July 2026 (SEC). Total assets stood at $383.266 billion at the same date, while shareholders’ equity was $107.520 billion. Shares outstanding were 14.608963 billion, also from the 10‑Q filing.
| Metric | Value | Unit | Period end |
|---|---|---|---|
| Net income | 101.464 | USD billion | 27 Jun 2026 |
| Total assets | 383.266 | USD billion | 27 Jun 2026 |
| Shareholders’ equity | 107.520 | USD billion | 27 Jun 2026 |
| Shares outstanding | 14.608963 | shares (billion) | 27 Jun 2026 |
| Source: Apple Inc. Form 10‑Q, filed 31 Jul 2026 (SEC) | |||
For historical perspective, Apple’s revenue was $265.595 billion for the fiscal year ended 29 Sept 2018, per the 10‑K filed 5 Nov 2018. While the figure is eight years old, it illustrates the scale of the business that is now steering an AI‑first narrative.
Implications for enterprise buyers and the market
The AI‑hub positioning has concrete consequences for enterprise device procurement. If the iPhone – including the foldable Duo – is marketed as the primary AI interface, corporate IT departments may prioritize Apple devices for AI‑enabled workflows, potentially slowing adoption of AR‑glass solutions from Meta or Snap. The statement also signals to developers that Apple will continue to invest in on‑device AI capabilities, reinforcing the ecosystem’s lock‑in effect.
From a sector standpoint, Ternus’s comments challenge the narrative that smartphones are on the decline as AI front‑ends. By tying AI value directly to the iPhone, Apple bets that its massive installed base can be monetised through AI services, a move that could pressure rivals to justify their hardware bets with differentiated AI experiences.
What remains unknown
The Handelsblatt article does not disclose any quantitative roadmap for AI features, nor does it reveal pricing or performance details for the iPhone Duo. Apple has not confirmed the timeline for the OpenAI‑Ive collaboration, and the exact market share impact of positioning the iPhone as an AI hub cannot be measured until usage data emerge.
In short, Apple’s strategic framing under CEO John Ternus re‑asserts the smartphone’s relevance in the AI era, sets a clear contrast with competitors pursuing glasses, and leaves analysts watching for the first signs of enterprise uptake and consumer response.