Launch Day Is Dead: What Apple’s Shift Means for Startup Founders

Launch day just met its match: speed.

EXPERT OPINION BY ASH KUMRA

Apple CEO John Ternus speaks at Apple’s “Surprise and Shine” event at the company’s corporate headquarters on September 9, 2026. Photo: Getty Images

Apple built an empire on the back of the seasonal mega launch. The fall keynote became a global cultural touchstone. Steve Jobs trained an entire generation of consumers to wait eagerly for a........

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