Apple sets 9 September date for first launch under new chief John Ternus
The event, branded “Surprise and shine,” is expected to unveil new iPhones and Apple Watches, with analysts anticipating the debut of the company’s first folding phone.
Apple has officially scheduled its next major product launch event for 9 September 2026, marking the first such showcase to be presided over by new chief executive John Ternus. Invitations for the gathering were distributed on Wednesday, setting the stage for a significant milestone in the company’s leadership transition.
The event, branded with the tagline “Surprise and shine,” will be held at the Steve Jobs Theater in Apple Park. A global livestream will be available for those unable to attend in person, ensuring broad reach for the unveiling.
Analysts anticipate the presentation of new iPhones and Apple Watches at the event. Of particular interest is the expected reveal of the company’s first folding phone, a device that has been long rumoured and is viewed as a key innovation for the brand.
For investors, the launch serves as a critical indicator of Apple’s ability to drive demand in a maturing smartphone market. The success of the foldable iPhone is seen as a potential catalyst for renewed growth in the company’s hardware division, offering a fresh angle in a competitive landscape.
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. These potential releases highlight the company’s ongoing strategy to segment its product offerings across different price points and form factors.
