Technology

Apple schedules September 9 launch event under incoming CEO John Ternus

The 'Surprise and shine' keynote at Apple Park is expected to feature new iPhones, Apple Watches, and potential hardware price adjustments.

Updated Aug 26, 2026 · 17:33 UTC7 reports

The short version

Apple has scheduled its annual fall launch event for September 9 at 10 a.m. PT at its campus in Cupertino, California.
The event marks the first product launch under incoming CEO John Ternus, who takes over from Tim Cook on September 1.
Industry reports and rumors suggest Apple may unveil its first foldable iPhone, iPhone 18 Pro models, updated Apple Watches, and AirPods 5.
Analyst reports suggest Apple could split its phone releases, holding back entry-level iPhone 18 models until spring 2027.

Apple announced its 'Surprise and shine' product launch event for September 9 at 10 a.m. PT.[TechCrunch · CNBC · CNET]
John Ternus will officially become Apple CEO on September 1, with Tim Cook transitioning to executive chairman.[TechCrunch · CNBC · 9to5Mac]
The event will take place at Apple Park in Cupertino, California, and will be livestreamed across Apple platforms and YouTube.[9to5Mac · CNET · The Verge]
The event focus is expected to center on new hardware offerings and updates to Apple's AI platform, Siri AI.[CNBC · Engadget]

It remains unconfirmed by Apple whether a foldable iPhone model will actually be announced or what its final naming and pricing will be.[9to5Mac · CNET · CNET]
Reports conflict on whether entry-level iPhone 18 models will be delayed until spring 2027.[9to5Mac · CNET · Engadget]