Big Technology Podcast · Wednesday, September 9, 2026
Apple appears to be moving beyond an era of primarily refining existing products and relying on services for revenue. The upcoming event, featuring new product categories, signals a strategic shift. This move is anticipated to invigorate sales and potentially increase overall revenue, especially with a new CEO at the helm.
“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.”
“With a $2,000 plus phone, all of a sudden, your upper bound of the amount of sales that you can get is much higher. And so when you have a new CEO coming in like John Turnis is coming in, what you want to do is be able to go to the market and be like, we're just getting started in terms of the revenue increases you can see under me.”