Apple has confirmed its next product launch event for September 9 at Apple Park in Cupertino, marking new CEO John Ternus’s first major keynote since taking over from Tim Cook. The “Surprise and Shine” event is expected to unveil the iPhone 18 Pro and Pro Max, Apple’s first foldable iPhone, new Apple Watch models, and an upgraded AI-powered Siri.
What to Expect at Apple’s September 9 Event
The September 9 keynote at the Steve Jobs Theater will be the first major product launch led by John Ternus, who officially became Apple’s CEO on September 1 while Tim Cook moved to executive chairman.
Most anticipated announcements include:
- iPhone 18 Pro and iPhone 18 Pro Max with the new 2nm A20 Pro chip
- Apple’s first foldable iPhone, widely expected to be branded iPhone Ultra
- New Apple Watch models with health and AI upgrades
- An enhanced “Siri AI” assistant with deeper on-device intelligence
- Possible updates to AirPods and smart home devices
Reports suggest the foldable iPhone will use a book-style design with around a 5.5-inch outer display and a 7.8-inch inner screen, powered by the A20 Pro chip and 12GB of RAM. Some leaks also point to Touch ID instead of Face ID on the foldable model.
Why This Event Matters for Apple and Investors
This launch is more than a routine iPhone refresh. It is the first major test of John Ternus as CEO and a signal of Apple’s hardware and AI strategy under his leadership.
Bull Case Highlights:
- A foldable iPhone could open a new high-end category, lifting average selling prices and margins instead of another incremental Pro upgrade.
- Even Samsung, the current foldable market leader, has said more competition would increase visibility and help the category overall.
- Upgrades like the 2nm A20 Pro chip and improved AI features could strengthen Apple’s position in an AI-enabled device era. Bank of America analysts noted Ternus has a chance to “cement Apple’s device dominance in an AI-enabled era.”
Bear Case Considerations:
- Ternus has never led an iPhone launch as CEO, so investors will closely watch his messaging, product strategy, and ability to inspire confidence.
- Apple is entering the foldable market as a follower, years after Samsung launched multiple generations, so the device must clearly differentiate itself.
- Any weak reception could draw extra scrutiny during an already high-profile leadership transition.
Apple TV and Apple One Price Increases in the U.S.
Ahead of the iPhone event, Apple has raised subscription prices for Apple TV and Apple One in the United States.
New pricing (U.S.):
- Apple TV: $14.99 per month or $119 per year, up from $12.99 per month or $99 per year
- Apple One (individual plan): $21.95 per month, up from $19.95 per month
The moves come as Apple pushes deeper into services revenue ahead of a major hardware launch season.
Event Details: Date, Time, and How to Watch
- Date: Wednesday, September 9, 2026
- Time: 10 a.m. Pacific Time (1 p.m. Eastern; 10:30 p.m. IST in India)
- Location: Steve Jobs Theater, Apple Park, Cupertino
- Streaming: Available on Apple’s website and the Apple TV app
Pre-orders for the iPhone 18 Pro and Pro Max are expected to open on Saturday, September 12 at midnight Pacific Time, with in-store availability to follow later in the month.
Key Takeaways from Apple’s Upcoming Launch
- September 9 marks John Ternus’s first major keynote as Apple CEO.
- iPhone 18 Pro and Pro Max are expected with the new 2nm A20 Pro chip.
- Apple’s first foldable iPhone (likely iPhone Ultra) could headline the event.
- New Siri AI features and Apple Watch upgrades are also anticipated.
- Apple has raised Apple TV and Apple One prices in the U.S. ahead of the launch.
