Apple CEO John Ternus posts teaser video hours before the company's annual launch event

Apple's newly appointed CEO, John Ternus, published a cryptic teaser video prior to the company's anticipated product unveiling. The unusual teaser, shared on X (formerly Twitter) by Ternus, could indicate a more extravagant marketing approach under his leadership. Apple is anticipated to introduce its inaugural foldable iPhone during the product launch event.

Ternus, who succeeded Tim Cook as CEO on September 1, publicly shared the 14-second teaser video, sparking speculation among X users about its content. The short clip shows a spotlight focusing on a dome-shaped, translucent sphere, prompting various interpretations ranging from an iPhone camera to an Apple-branded flashlight. This marks the first such teaser from Apple, a company typically known for not disclosing product launches with such enigmatic methods.

Ternus, a former products executive, has been involved in public speaking and contributed to the creation of products like the AirPods. The teaser video has become a popular trend among tech companies to generate buzz for upcoming launches. Samsung recently revealed a new foldable phone line using a video of someone cutting a pizza.

Apple is expected to unveil its foldable iPhone during Wednesday's event. Business Insider will be providing a live blog of the launch, starting at 1 p.m. ET.