Apple will officially appoint John Turnus as its new chief executive officer on Sept. 1. With the management change set just ahead of the annual new product event and the year-end peak season, it is expected to be a major test for both Apple and the new CEO.

According to IT outlet 9to5Mac on April 26, Turnus is likely to take part soon after taking office in Apple’s key event, the September product launch. Apple has typically unveiled new iPhones around mid-September, and the possibility of a first foldable iPhone has been raised for this year.

The foldable iPhone carries strong symbolic weight for Turnus personally. Mark Gurman reported that Turnus has overseen engineering and product development for the device. That has led to analysis that Apple may actively highlight his role during the product announcement process.

Turnus has already increased his public exposure. He appeared in person at last year’s iPhone product launch and recently took part in an interview about next-generation iPhones, raising his profile. Internally, he is seen as having led improvements to iPad performance, battery life and reliability.

Another reason the timing of the CEO change is drawing attention is earnings. Under Apple’s fiscal calendar, the year-end peak quarter begins at the end of September, when the iPhone launch overlaps with the shopping season and the biggest revenue period. Markets see a possibility that Apple posts about $150 billion in revenue this quarter to set a record. For the new CEO, it is an environment where early results can be built quickly.

Some observers say Turnus is taking the baton at a relatively favourable time in terms of the product portfolio. Apple has the latest iPhone lineup, and the MacBook range has also completed its transition to new chips. With the possibility of expanding into new product categories also being discussed, the results under the new CEO are expected to be decided not only by near-term performance but by medium- to long-term strategy.

Against this backdrop, the appointment carries meaning beyond a simple leadership change. When Tim Cook became CEO in 2011, Apple was also on a growth track backed by a strong product lineup. Turnus is set to start in a similar environment.

Apple’s September 2026 is expected to be a period when both the management change and product strategy face a test at the same time. Whether it unveils a foldable iPhone, year-end peak-season results and the new CEO’s leadership are expected to intersect, forming a turning point for gauging Apple’s direction.