Apple September event to test new CEO’s first product cycle
Apple will livestream its annual hardware event on 9 September, with premium iPhones and new Apple Watch models expected to headline the presentation.
Apple is scheduled to livestream its annual hardware launch event on 9 September at 10am Pacific time, or 1pm Eastern. Viewers will be able to watch through Apple’s website, YouTube, Apple TV devices and Apple TV+.
According to WIRED, the event is expected to be the first since Tim Cook’s reported departure and to take place under new chief executive John Ternus. The shift could give investors and customers an early indication of how Apple’s new leadership presents its product strategy.
Leaks and unconfirmed reports point to a focus on premium devices, including the iPhone 18 Pro and iPhone 18 Pro Max. A foldable iPhone is also widely expected, although Apple has not confirmed the product, its pricing or its release schedule. Rumoured estimates have placed its price at about US$2,000.
New Apple Watch devices, including the reported Series 12 and Ultra 4 models, may also be announced. New AirPods are possible, while camera-equipped AirPods Pro could arrive later in 2026 or in 2027.
Reports suggest Apple could delay the base iPhone 18 until spring 2027, with the mid-tier iPhone 18e and a second-generation iPhone Air potentially appearing at the same event. iPhone preorders may open on 12 September, while final versions of iOS 27 and macOS 27 are expected the following week, though those dates remain unconfirmed.
New iPads, Macs and home devices may instead be announced in October. Apple has generally relied on prerecorded presentations and campus-based media events since the Covid pandemic, making the September launch another closely watched moment for the company’s product and leadership transition.
