Apple's Cultural Icon Status Questioned Ahead of Keynote
On Wednesday, September 9, at 7 PM Italian time, Apple is set to present its keynote titled "Surprise and shine," marking the inaugural event led by CEO John Ternus, who took over from Tim Cook. Speculations indicate that the unveiling will include the iPhone 18 Pro, a foldable variant, while the standard model may see a release delay until spring, focusing on the premium segment. The article raises doubts about Apple's status as a cultural icon, citing campaigns like Ridley Scott's "1984" and "Think Different." Although Tim Cook's era saw increased profitability, it emphasized stability. The 2024 "Crush!" ad for the iPad Pro received criticism, as did the "Relax. It's iPhone" campaign. Nevertheless, in Q2 2026, Apple achieved 20% of global smartphone shipments and $54 billion in iPhone sales.
Fatti principali
- Apple's keynote 'Surprise and shine' is scheduled for Wednesday, September 9, at 7 PM Italian time.
- John Ternus is the new CEO, with Tim Cook moving to executive chairman.
- Expected announcements include iPhone 18 Pro and a first foldable model, with the standard model possibly delayed to spring.
- The 'Crush!' ad for iPad Pro in 2024 was withdrawn after backlash from creatives.
- Apple's 'Relax. It's iPhone' campaign faced criticism for ignoring screen time concerns.
- In Q2 2026, Apple had 20% of global smartphone shipments and 49% of industry revenue.
- iPhone quarterly revenue exceeded $54 billion.
- The article questions Apple's status as a cultural icon, suggesting it has shifted from a worldview to an infrastructure.
Entità
Artisti
- John Ternus
- Tim Cook
- Steve Jobs
- Ridley Scott
- Robin Williams
- Walt Whitman
- Aryz
- Francesco Faraci
- Guim Tió Zarraluki
- Gizem Akdag
- Guido Filosto
- Lorena Ancona
- Jan Baszak
- Isaac Asimov
Istituzioni
- Apple
- Westwing
- Crosby Studios
- Wu-Tang Clan
- Clarks
Luoghi
- Italy
- France
- Palermo