New Delhi, Sept. 7 -- John Ternus assumed charge from Tim Cook on 1 September, becoming the eighth CEO of Apple, a company that has defined technological innovation in consumer products in the 21st century.

Within days of his taking over, Ternus must helm the much-anticipated 9 September event, 'Surprise and Shine', where Apple is expected to unveil the iPhone 18 Pro series alongside the rumoured foldable iPhone.

Ternus steps in at a turbulent time for Apple. The tech giant faces considerable pressure as memory costs continue to soar, forcing price hikes across several product categories.

The iPhone 17 has not yet seen a price increase, but the Pro series is likely to be discontinued once the iPhone 18 Pro launches on Wednesday. Report...