Apple sets 9 September date for first launch event under new CEO John Ternus
The Cupertino giant has confirmed its next product showcase, where a foldable iPhone and iterative Pro model upgrades are expected to headline the agenda.
Apple has officially scheduled its next major product launch event for 9 September, marking the first showcase to be presided over by incoming chief executive John Ternus. The event, branded with the tagline “Surprise and shine,” will be held at the Steve Jobs Theater in Apple Park, with a livestream available for a global audience. Invitations for the gathering were distributed on Wednesday, setting the stage for what is anticipated to be a significant moment for the company’s hardware roadmap.
The primary focus of the September presentation is expected to be the long-rumoured foldable iPhone. Industry watchers note that a photo of an apparent dummy unit suggests the device may adopt a wide form factor, similar to the design employed by Samsung in its Galaxy Z Fold 8. While the final specifications remain unconfirmed, the potential introduction of a folding mechanism represents a notable departure from the standard slab design that has defined the iPhone for over a decade.
Alongside the foldable, Apple is expected to refresh its premium smartphone lineup with iterative upgrades to the iPhone 18 Pro and iPhone 18 Pro Max. These updates are described as incremental improvements rather than the major redesign seen in the previous year’s release. However, the specific naming of these devices is based on past trends and has not yet been officially confirmed by the company.
Notably, the base model iPhone 18 is reportedly not expected to feature at this event. Instead, Apple is believed to be delaying its introduction until next year, a strategic move that may allow the company to focus marketing efforts on the higher-margin Pro and foldable variants. Further down the pipeline, rumours suggest the company may launch an iPhone 18e and a second-generation iPhone Air in 2027.
The timing of the launch carries additional weight due to the leadership transition at Apple. John Ternus, formerly the company’s hardware chief, is set to succeed Tim Cook as CEO on 1 September. This makes the 9 September event his first major opportunity to present new products to investors and consumers, potentially signalling a shift in the company’s product strategy under new management.
For investors and market analysts, the event will serve as a key indicator of Apple’s ability to drive demand in a maturing smartphone market. The success of the foldable iPhone, in particular, will be closely monitored as a potential catalyst for renewed growth in the company’s hardware division.
