Big Technology Podcast · Wednesday, September 9, 2026
Apple is reportedly shifting its focus, with the traditional September iPhone event regaining prominence over WWDC for hardware announcements. This year's event is expected to feature a slate of new products, moving beyond mere refinements of existing lines. Mark Gurman of Bloomberg has previewed this change, indicating a new 'turnis era' for the company.
“Apple kickoff turnis era with its biggest ever slate of new products. Apple has spent much of the past 15 years refining existing product lines and launching services to generate more recurring revenue. That is all about to change. Beginning at the company's September 9th surprise and shine event.”
“We actually have some new models and brand new ideas coming from the company. So we're going to discuss all of that.”