In a commentary, SMU Associate Professor of Marketing Thomas Allard opined that the Surprise and Shine event on 9 September 2026 is a test of how Apple’s new CEO John Ternus meets the dual challenge of artificial intelligence and the rise of Asian smartphone brands. Assoc Prof Allard noted that the more Apple’s products are compared, feature by feature, with cheaper rivals, the more consumers may notice they are paying a lot more for something closer to the same phone in a nicer box. He emphasised that Apple has long held a premium position across Asia, sustained less by being the most cutting-edge option than by hard things to copy: a retail and repair network people trust; an ecosystem of devices that connect seamlessly; and a brand that signals quality without much explanation.