Apple Sets 'Surprise and Shine' Event for Sept. 9 Under New CEO John Ternus
The keynote marks a leadership transition and the anticipated debut of Apple's first foldable iPhone.
Apple has scheduled its next major product launch event, titled "Surprise and Shine," for September 9, 2026. The keynote will be live-streamed from Apple Park starting at 10 a.m. PT / 1 p.m. ET, signaling a pivotal moment for the company's hardware roadmap.
The event serves as the first major keynote led by John Ternus, who became Apple's CEO on September 1, 2026. Ternus succeeds Tim Cook, who has transitioned into the role of executive chairman. In anticipation of the showcase, Ternus described the upcoming launch as "phenomenal."
Central to the event is the expected unveiling of the iPhone 18 Pro series and the company's first foray into foldable technology. Reported as the "iPhone Ultra," the foldable device is expected to feature a 5.5-inch exterior display and a 7.8-inch interior screen. This new form factor is positioned as a premium offering, with a price tag expected to exceed $2,000. Additionally, the company is expected to announce the Apple Watch Series 12 and the Apple Watch Ultra 4.
A Shift in Strategy
This launch follows a busy August for Apple, which saw the release of M6 and M5 Ultra chips integrated into the Mac mini and Mac Studio. However, the September event reveals a departure from Apple's traditional release cadence. While the Pro and foldable models will debut now, the base iPhone 18, the iPhone 18e, and the iPhone Air are expected to be delayed until spring 2027.
Industry Implications
The transition from the Tim Cook era to John Ternus—formerly the VP of Hardware Engineering—suggests a potential pivot toward more aggressive hardware innovation. By entering the foldable market after years of industry speculation, Apple is finally challenging the established foldable landscape. Furthermore, the decision to split the iPhone 18 release schedule indicates a strategic shift in how the company manages its annual product cycles, potentially to better stagger demand or refine budget-tier hardware.
What to Watch
Industry analysts will be watching closely to see if Ternus maintains the polished, curated presentation style of his predecessor or introduces a new corporate tone. While the hardware specifications for the iPhone Ultra have been reported, the final software integration for the foldable display remains a key point of interest. Observers will also look for confirmation on the spring 2027 timeline for the remaining iPhone 18 models.