Apple's new chief executive John Turners (존 터너스) signalled a major new product launch from his first day in the job, heralding the start of a new era. Ahead of a product unveiling event scheduled for next week, Turners showed strong confidence to employees.

The Verge and CNBC reported on Monday that Turners said in his first internal memo to staff that there would be a huge launch next week and it would be a truly remarkable event. He thanked employees who have prepared for it and credited them for everything they did to make it possible.

Apple is set to hold its annual product unveiling event on Sept. 9. Specific products have not been disclosed, but new iPhones and Apple Watches are expected to be unveiled. Speculation includes a foldable "iPhone Ultra" and an iPhone 18 Pro model, drawing market attention to Turners' first appearance.

The event carries meaning beyond a routine product announcement. It will be the first major product event held right after Turners officially takes over as Apple's CEO, succeeding Tim Cook. With Cook having taken the stage at each major product unveiling to explain Apple's product strategy, there is an assessment that Turners, too, must show his leadership to consumers and investors through this event.

In his first memo, Turners also expressed gratitude to his predecessor, Tim Cook. He praised Cook for sharing extensive knowledge and experience during the leadership transition and for his long contribution to Apple. Cook will continue to be involved with Apple as chairman after stepping down as CEO.

Turners, who has worked at Apple for 25 years, is an engineer-turned executive who until recently led the hardware division. He will oversee the company overall, including Apple's software and hardware as well as finance and legal affairs.

The new CEO also faces plenty of challenges. With Apple's strategy in the generative AI race still falling short of the results expected, it must also respond to memory supply shortages and rising component prices. Apple has already raised prices for MacBooks and iPads citing memory supply constraints, and there is talk that iPhone prices could rise as well.

Securing a next-generation product lineup is also a key task. Apple is said to be preparing new product categories such as smart home devices, robots and AirPods equipped with cameras. Turners also stressed in the memo that he will build not only products currently in development but also products people have not even imagined yet.

The Sept. 9 event is expected to be the first report card for the Turners era. While immediate attention is on the new iPhone lineup, the market is also watching the announcement for clues on the direction Apple will take in AI and the race for next-generation devices.