Apple’s recently installed chief executive, John Ternus, made a high‑profile appearance on the red carpet of the Primetime Emmys on Monday night. The “subdued” CEO used the event as a platform to display the company’s unreleased foldable iPhone Duo, a device priced at $1,999, drawing audible reactions from onlookers and sparking a flurry of online commentary.
Apple’s Hollywood debut
Prior to the televised ceremony, Ternus attended an intimate Apple‑hosted gathering on the Sunday before the awards. The private party, described by a source as a “small gathering with a lot of talent,” featured actors, creatives and industry power brokers. Attendees included Jon Hamm, Matthew Rhys, Michael J. Fox, “SNL” comic Marcello Hernández and Stephen Colbert. While Ternus was described as “not a party guy,” he mingled with the crowd and, according to a Hollywood executive, was approached by at least one star asking to be placed on a list for the new phone. The executive likened the request list to an “Eddy Cue list of illuminati,” referencing Apple’s senior vice president of services and health.
During the Emmys’ red‑carpet interview with Deadline, Ternus produced the iPhone Duo from the pocket of his tuxedo jacket, prompting a “squealing reporter” and a cascade of social‑media chatter about the device. The appearance marked the first public glimpse of the foldable phone, which had previously been shown only in limited footage of Ternus on the carpet.
Industry observers noted that Ternus’s arrival came just two weeks after he succeeded Tim Cook as Apple’s chief executive. Cook had become a familiar presence at premieres and events, notably launching Apple TV in 2019 with star‑studded showcases featuring Jennifer Aniston and Steven Spielberg. By contrast, Ternus was described in earlier reporting as a “complete mystery” to Hollywood, leaving entertainment executives uncertain about his stance on Apple’s streaming ambitions.
Apple TV’s Emmy sweep
Apple’s presence at the ceremony extended beyond the CEO’s appearance. The streaming division secured a record‑breaking haul of 28 Primetime Emmy awards, the most for any network that night. Apple submitted 31 shows for consideration, fewer than Netflix’s 125 and HBO’s 86, yet outperformed both competitors for the first time since Apple TV launched. The network entered the evening with 19 wins (20 when a commercial victory is included) from the previous two nights and added further accolades for series such as “Widow’s Bay,” “Slow Horses” and “Pluribus.”
Sources close to the awards praised Apple’s programming strategy, noting the high submission‑to‑win ratio as “maniacal” and highlighting the creative momentum of shows like “The Studio,” “Severance” and the ongoing “Widow’s Bay.” Apple’s head of programming, Matt Cherniss, along with streaming executives Jamie Erlicht and Zack Van Amburg, were singled out for their contributions to the success.
A television veteran who observed Ternus at the event remarked that the executive would not have traveled to Los Angeles “just to waste time,” underscoring the significance of the awards run for Apple’s brand. After the ceremony, a guest told Page Six Hollywood that “Apple’s party was popping,” reflecting the celebratory atmosphere among Apple staff and invited talent.
While Apple’s broader strategy remains “hard to pin down,” as one source put it, the company’s recent Emmy performance suggests a growing confidence in original content. Observers anticipate that Ternus may again showcase the iPhone Duo on future red‑carpet occasions, especially as Apple continues to expand its television portfolio.
Steve Lopez is a Senior Editorial Columnist and Health & Public Policy reporter for News Raise. Steve focuses on healthcare advancements, medical technologies, and public health policies.
