John Ternus fuels the hype.
The recently inaugurated Apple CEO took to X on Wednesday to post a cryptic 14-second teaser video ahead of the company’s highly anticipated launch event this afternoon.
In the short clip, a small spotlight shines down on a domed, slightly translucent sphere that X users speculated could be anything from an iPhone camera to an Apple-branded flashlight.
The teaser, the first of its kind for Apple, which typically doesn’t publicize its product launches in such amorphous ways, signals a possible new, glitzier direction Ternus wants to take the company.
Ternus officially replaced Tim Cook as CEO on September 1. Formerly a product guy, Ternus has represented Apple in numerous public appearances, including helping design the AirPods.
Recently, the ambiguous teaser video has become a popular method for tech companies to garner publicity for upcoming product launches. This summer, Samsung previewed a new line of foldable phones with a video of someone cutting a pizza.
Apple is widely expected to unveil a foldable iPhone at Wednesday’s launch.
Business Insider will live blog the launch event from chair to chair. Visit the website at 1:00 PM ET for more updates.
