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Quick Read
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John Ternus steps onto the Apple keynote stage 8 days into the CEO role to unveil a $2,400 foldable iPhone Ultra with razor-thin supply.
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His $55M equity award is 75% tied to Apple’s total shareholder return vs. the S&P 500, making Saturday’s preorder window a direct pay test.
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Apple’s Q3 revenue hit $109B, up 16% YoY, but at a P/E of 42, the market has already priced in perfect execution.
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Apple’s board built new chief executive John Ternus a pay structure that only compounds if consumers absorb the boldest iPhone pricing test in a decade. On Wednesday, September 9, eight days into the job, he steps onto the Cupertino keynote stage to sell it.
Apple (NASDAQ:AAPL) disclosed the package in a Form 8-K/A filed with the SEC. Per Fortune, Ternus received a $3 million salary, a $2.5 million prorated restricted-stock grant for the balance of fiscal 2026, and a fiscal 2027 annual equity award with a target value of $55 million. Three-quarters of the annual award vests on Apple’s total shareholder return relative to the S&P 500; the rest vests 12.5% every six months over four years. Tim Cook, staying on as executive chair, saw his salary cut from $3 million to $2 million and received a $45 million target equity award.
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Selling a $2,400 Foldable on Day Eight
The keynote is expected to unveil the foldable iPhone Ultra starting near $2,400, with higher-storage versions potentially exceeding $3,000. Supply is thin: production is limited to a few hundred units daily, with shipments potentially delayed until October or early November. Morgan Stanley models 6.5 million units generating roughly $14 billion in December-quarter revenue. Pro models get the A20 Pro chip and are expected to run $200 to $500 higher than iPhone 17 counterparts, the most aggressive iPhone pricing cycle in nearly a decade.
