Apple is holding its iPhone launch event on September 9
Apple released iOS 27 and iPadOS 27 on September 14, introducing a delayed Siri AI overhaul and expanded generative AI tools. These software updates arrive as CEO John Ternus leads the company following the September 9 launch of the iPhone Duo, iPhone 18 Pro, Apple Watch Series 12, and AirPods 5. While US prices for the iPhone 18 Pro rose by 9%, costs for 256GB models in South Africa remained nearly unchanged, though high-storage versions there increased by as much as 14.3%. Apple also bundled TV+ and Arcade into an entry-level iCloud+ tier in over 100 markets, excluding the US.
Listen to Live Briefing
Real-time synthesized voice briefing · Live Feeds Desk
- ✓ Apple released iOS 27 and iPadOS 27 featuring a Siri AI overhaul and generative AI tools.
- ✓ The iPhone 18 Pro saw a 9% price increase in the US.
- ✓ CEO John Ternus has officially taken charge of the company.
What changed
Apple deployed iOS 27 and iPadOS 27 while adjusting regional pricing for the iPhone 18 Pro.
Live updates
-
Apple rolls out iOS 27 and adjusts iPhone 18 Pro pricing
Apple released iOS 27 and iPadOS 27 on September 14, introducing a delayed Siri AI overhaul and expanded generative AI tools. These software updates arrive as CEO John Ternus leads the company following the September 9 launch of the iPhone Duo, iPhone 18 Pro, Apple Watch Series 12, and AirPods 5. While US prices for the iPhone 18 Pro rose by 9%, costs for 256GB models in South Africa remained nearly unchanged, though high-storage versions there increased by as much as 14.3%. Apple also bundled TV+ and Arcade into an entry-level iCloud+ tier in over 100 markets, excluding the US.
Why it matters
CEO John Ternus is accelerating product development to compete with premium foldable devices from Xiaomi and Huawei. The launch of the iPhone Duo marks Apple's entry into the book-type foldable market, a sector where Samsung Display currently holds a 66% panel share.
What is confirmed
- Apple released iOS 27 and iPadOS 27 featuring a Siri AI overhaul and generative AI tools.
- The iPhone 18 Pro saw a 9% price increase in the US.
- CEO John Ternus has officially taken charge of the company.
Still unconfirmed
- Apple bundled Apple TV+ and Apple Arcade into the entry-level iCloud+ tier in more than 100 markets, excluding the US.
What to watch next
- Release dates for lower-end iPhone models
- Launch of Apple smart-home screens
confidence 95%Sources used for this update (9)
- techcentral.co.za — Apple’s iPhone price rise mostly misses South Africa
- www.contentgrip.com — How Samsung turned Apple launches into a 15-year content strategy
- www.ithinkdiff.com — Download iOS 27 and iPadOS 27 Firmware Files
- www.ibtimes.com.au — Apple Releases iOS 27 With Long-Awaited Siri AI Overhaul as New CEO John Ternus Officially Takes Charge
- inews.co.uk — Trump once told me to ‘get rid of the judges’. His new defeat will make him reckless
- www.eastbaytimes.com — Apple just launched its new iPhones. Here are 16 more products coming soon
- finance.biggo.com — Foldable Panel Market Shifts to Book-Type; Samsung Display Widens Lead to 66% Share
- www.yahoo.com — IShowSpeed Barks at Apple CEO John Ternus After Holding iPhone Duo
- finance.biggo.com — Apple Bundles TV and Arcade Into $1 iCloud+ Tier in More Than 100 Markets, Skips the US
-
Apple launches iOS 27 and AirPods 5 following September 9 event
Apple released iOS 27 for compatible iPhones on Monday, September 14, featuring a rebuilt Siri. The update follows a September 9 event where the company unveiled the foldable iPhone Duo, iPhone 18 Pro, Apple Watch Series 12, and AirPods 5. The new AirPods 5 include an IP57 rating and Active Noise Cancellation across all models for a price increase of $20 over the previous generation. These launches occur as CEO John Ternus attempts to accelerate product development against premium foldable competition from Huawei and Xiaomi.
Why it matters
The iPhone Duo represents Apple's first entry into the foldable smartphone market. Its success is tied to a target group of six million premium buyers. This product shift happens as the company manages a leadership transition under Ternus.
What is confirmed
- iOS 27 launched for compatible iPhones on Monday, September 14.
- The September 9 event included the unveiling of the iPhone 18 Pro, Apple Watch Series 12, and AirPods 5.
- iOS 27 features a rebuilt Siri.
- AirPods 5 cost $20 more than AirPods 4.
- AirPods 5 include Active Noise Cancellation on every model and an IP57 rating.
Still unconfirmed
- Apple is developing gaming controllers for the iPhone under an unexpected brand name.
- Samsung Electronics' official Canadian account mocked BLACKPINK's Rosé for using an iPhone 18 Pro.
What to watch next
- Consumer adoption rates of the $1,999 iPhone Duo
- Official pricing for the iPhone 18 Pro and Pro Max
- Release date for the Apple Watch Ultra 4
confidence 90%Sources used for this update (7)
- manofmany.com — Everything Apple Announced at its September Event, Live from Apple Park
- www.macrumors.com — iOS 27: Release Date and New Features
- www.phonearena.com — Most of you thought Apple would coast under its new CEO, and I think the iPhone Duo proves otherwise
- www.kobaran.com — iOS 27 Rolls Out Monday With a Rebuilt Siri and Seven Other Changes
- www.ithinkdiff.com — AirPods 5 Cost $20 More and Fix the Complaint Everyone Had About AirPods 4
- www.phonearena.com — The iPhone controllers Apple is making might use a brand name I did not expect
- finance.biggo.com — Rosé Spotted With iPhone 18 — Samsung Fires Back: "Should've Asked Us for a Real Phone"
-
Apple Market Rally Hangs on iPhone Duo Adoption
Apple faces a pivotal test of consumer demand as its market cap surge depends on the adoption of the iPhone Duo among six million premium buyers. The company rolled out its first foldable smartphone priced at $1,999 alongside the iPhone 18 Pro and iPhone 18 Pro Max, which saw a price increase. Chief executive officer John Ternus also introduced the Apple Watch Series 12 and Apple Watch Ultra 4, featuring a new S11 chip. Meanwhile, competitors Xiaomi and Huawei launched their own foldable smartphones in China's increasingly ambitious and expensive premium-smartphone market.
Why it matters
The recent product announcements mark the first major design change to the iPhone since its original debut, triggering a market capitalization surge measured in hundreds of billions of dollars. Wall Street has not finished answering whether this single-session financial verdict will survive real consumer demand. Additionally, high price points for the new devices have drawn scrutiny regarding affordability in international markets.
What is confirmed
- Apple launched its first foldable smartphone, the iPhone Duo, priced at $1,999.
- Chief executive officer John Ternus unveiled the iPhone 18 Pro and iPhone 18 Pro Max.
- Xiaomi and Huawei launched foldable smartphones ahead of Apple's latest product rollout.
- Apple introduced the Apple Watch Series 12 and Apple Watch Ultra 4, utilizing a new S11 chip for AI and health features.
Still unconfirmed
- Wall Street has not finished answering whether Apple's single-session market cap surge will survive contact with real consumer demand.
What to watch next
- Actual sales figures and consumer adoption rates of the iPhone Duo among premium buyers
- Morgan Stanley's updated stock forecasts and financial analyses regarding Apple's market capitalization
confidence 100%Sources used for this update (8)
- www.aol.com — Morgan Stanley analyst offers new Apple stock forecast
- www.aol.com — Apple’s $164 Billion Rally Hinges on iPhone Duo Adoption Among 6 Million Premium Buyers
- www.insidermonkey.com — Xiaomi and Huawei Launch Foldable Smartphones Ahead of Apple’s Latest Product Launch
- torontosun.com — SALTZMAN: Hands-on with first foldable iPhone
- tass.com — Applications flooding in for 2027 Russia-US-Germany business forum — envoy
- tass.com — Putin says relations with all African countries of special significance for Russia
- www.africanexponent.com — The New iPhone 18 And iPhone Duo Just Landed, Here's What Every African Should Understand Before Making A Purchase
- www.yahoo.com — $10M Omaha residential facility for combat-maimed vets aims to heal wounds medicine can’t
-
Apple Debuts $1,999 Foldable iPhone Duo and iPhone 18 Pro
Apple launched the iPhone Duo, its first foldable smartphone, priced at $1,999. The device features a 5.4-inch screen and will launch in October. CEO John Ternus also unveiled the iPhone 18 Pro and iPhone 18 Pro Max, the latter of which saw a price increase. Other hardware releases include the Apple Watch Series 12 and Apple Watch Ultra 4, both utilizing a new S11 chip for AI and health features. This event marks the first major design change to the iPhone since its original debut.
Why it matters
The introduction of foldable technology allows Apple to compete directly with Xiaomi, Huawei, and Samsung. This launch represents the first showcase for John Ternus as CEO and the most significant shift in the company's release cadence in seven years.
What is confirmed
- The iPhone Duo is Apple's first foldable phone and costs $1,999.
- The iPhone Duo will launch in October.
- John Ternus led the event in his first showcase as CEO.
- Apple released the iPhone 18 Pro and iPhone 18 Pro Max.
- The Apple Watch Series 12 and Apple Watch Ultra 4 feature a new S11 chip.
Still unconfirmed
- Apple manipulated a model's hand in promotional imagery to make the iPhone Duo's 16.46cm unfolded width appear smaller.
- Apple photoshopped the iPhone 18 Pro into the hand of BLACKPINK's Rosé.
What to watch next
- October retail launch of the iPhone Duo
- Consumer sales data comparing iPhone Duo to Samsung foldables
confidence 95%Sources used for this update (10)
- www.entrepreneur.com — Apple Introduces Its Most Expensive and Innovative iPhone Yet, the $1,999 Foldable iPhone Duo
- www.livemint.com — Triptii Dimri, AP Dhillon explore Apple's latest launch iPhone 18 Pro with John Ternus in Cupertino | In pic
- www.macrumors.com — iPhone Duo
- www.cnbc.com — Apple makes biggest change to iPhone release cadence in 7 years in Ternus' first showcase as CEO
- gizmodo.com — iPhone 18 Pro vs. iPhone 17 Pro: Upgrade for the Cameras
- www.socialsamosa.com — The heated rivalry between Samsung and Apple over the years
- says.com — The Internet Thinks Apple Photoshopped The New iPhone Into BLACKPINK Rosé’s Hand
- www.mactech.com — Counterpoint Research looks at Apple’s new smartwatch lineup
- www.khaleejtimes.com — Apple’s first foldable iPhone Duo, a costlier iPhone 18 Pro: Are they worth the hype?
- ca.style.yahoo.com — Apple Turns Into A Mockery After Launching Foldable iPhone, The Most Savage Yet Hilarious Reactions Are Here
-
Apple unveils folding iPhone Duo and iPhone 18 at Surprise and Shine event
Apple launched the iPhone Duo, its first folding smartphone, alongside the iPhone 18, Apple Watch Series 12, and new AirPods during its September 9 event. The company is entering a hardware cycle to compete with foldable devices from Xiaomi and Huawei. While the Pro-series iPhones and the foldable model are confirmed, some analysts questioned whether the standard iPhone 18 and other peripherals would debut at the showcase. The event marks a shift in Apple's hardware strategy as it introduces foldable technology to the iPhone lineup.
Why it matters
The launch follows the release of Xiaomi's 18 Fold in China, which features a 200MP camera. Apple shares previously dipped to $319 amid anticipation for this event. The hardware cycle aims to maintain Apple's market position against high-end foldable competitors.
What is confirmed
- Apple held its Surprise and Shine event on September 9, 2026.
- The company announced the folding iPhone Duo, iPhone 18, Apple Watch Series 12, and new AirPods.
- Apple's new foldable iPhone competes with hardware from Huawei and Xiaomi.
Still unconfirmed
- The iPhone Air 2, Apple Watch SE 4, and new Macs may not launch at the September 9 event.
- CEO John Ternus led the keynote at Apple Park.
- The event included the iPhone 18 Pro and 18 Pro Max.
What to watch next
- Pre-order availability for the iPhone 18 Pro and Pro Max
- Official pricing for the iPhone Duo
- Consumer response to the folding hardware vs Xiaomi 18 Fold
confidence 90%Sources used for this update (4)
- www.popsci.com — Everything Apple just announced at its fall 2026 event: The folding iPhone Duo, iPhone 18, Apple Watch Series 12, and new AirPods
- www.analyticsinsight.net — Apple September Event: 4 Products That May Not Launch
- www.mirror.co.uk — Where iPhone 18 Pro and Pro Max will be on pre-order after Apple launch event
- www.insidermonkey.com — Apple’s (AAPL) “Surprise and Shine” Event Tests Its Foldable iPhone Against Huawei and Xiaomi
-
Apple stock dips to $319 ahead of Surprise and Shine event
Apple shares fell to $319 as the company prepares for its Surprise and Shine event on September 9 at 10 a.m. PT. CEO John Ternus will lead the keynote at Apple Park to unveil the iPhone 18 Pro, 18 Pro Max, and potentially a foldable model. While analysts provide price targets between $250 and $380, market anticipation focuses on a high-end foldable iPhone Ultra. This launch occurs as competitor Xiaomi releases the 18 Fold in China, featuring a 200MP camera to challenge Apple's hardware cycle.
Why it matters
John Ternus is leading his first major event as CEO after succeeding Tim Cook. The launch arrives during a period of rising memory costs and regulatory pressure from the EU regarding App Store policies.
What is confirmed
- Apple shares dropped to $319 before the September 9 event.
- The Surprise and Shine event begins September 9 at 10 a.m. PT.
- CEO John Ternus leads the keynote presentation.
- Wall Street analysts have set Apple price targets ranging from $250 to $380.
Still unconfirmed
- A foldable iPhone Ultra will cost more than $2,000.
- Apple will launch a foldable iPhone during the event.
What to watch next
- Confirmation of the iPhone Ultra price point
- Official reveal of foldable hardware specifications
- Market reaction to the iPhone 18 Pro series pricing
confidence 90%Sources used for this update (6)
- blockonomi.com — Apple (AAPL) Stock Drops to $319 Before Major iPhone 18 Launch Event
- coincentral.com — Apple (AAPL) Stock: What Wall Street Expects From the September 9 iPhone Event
- www.cnbctv18.com — Xiaomi launches 18 Fold in China ahead of Apple’s September 9 event: All about the phone
- in.mashable.com — Apple's "Surprise and Shine" Event Livestream On September 9: Time And How To Watch
- mashable.com — How to watch Apple iPhone event live: 'Surprise and Shine'
- news24online.com — Apple Event Today: How to watch the launch of new iPhone 18 Pro, 18 Pro Max and foldable iPhone Ultra live in India for free, what to expect
-
Apple Prepares for iPhone 18 Pro Launch Under New CEO
Apple hosts its Surprise and Shine event on September 9 at 10 a.m. Pacific Time at Apple Park in Cupertino. CEO John Ternus leads the keynote presentation, marking his first major event since succeeding Tim Cook. The company prepares to reveal the iPhone 18 Pro alongside new Apple Watches, updated AirPods, and smart home devices. Market watchers anticipate a possible debut of a foldable iPhone, while unconfirmed reports also point to an iPhone Ultra model. Ternus takes charge amid soaring memory costs, looming price hikes, AI delays, and EU-mandated App Store changes.
Why it matters
The transition to CEO John Ternus places fresh leadership at the helm of Apple during a complex operational period marked by component cost pressures and regulatory shifts. Meanwhile, competitors like Xiaomi and Huawei apply direct market pressure with new foldable device releases just ahead of Apple's showcase. Former CEO Tim Cook will only participate as a member of the audience.
What is confirmed
- Apple will hold its Surprise and Shine event on September 9 at Apple Park in Cupertino.
- John Ternus will lead the keynote as Apple CEO.
- Apple is expected to reveal the iPhone 18 Pro, new Apple Watches, and updated AirPods.
Still unconfirmed
- Apple may debut a foldable iPhone at the event.
- An iPhone Ultra model could launch alongside the iPhone 18 Pro.
- Tim Cook will only be a part of the audience according to Bloomberg's Mark Gurman.
What to watch next
- Official announcements regarding the iPhone 18 Pro and iPhone Ultra specifications during the September 9 keynote.
- Confirmation of whether a foldable iPhone or smart home devices are part of the final hardware reveal.
confidence 90%Sources used for this update (5)
- timesofindia.indiatimes.com — Apple iPhone 18 Pro, iPhone Ultra to launch on September 9: Likely specifications and price
- www.cnbctv18.com — Apple September event tomorrow: iPhone 18 Pro, foldable iPhone, Watch Series 12 and more on the cards
- me.pcmag.com — Report: Tim Cook Won't Be Speaking at Apple's Sept. 9 Event
- www.merca20.com — Xiaomi launches its passport-style foldable phone and puts pressure on Apple ahead of the foldable iPhone launch
- www.livemint.com — AI delays, memory crunch, new Huawei & Xiaomi foldables: Headaches hanging over John Ternus’ first Apple event on Sept 9
-
Apple to hold Surprise and Shine event September 9
Apple will host its Surprise and Shine hardware event on September 9 at 10 a.m. Pacific Time at Apple Park in Cupertino. CEO John Ternus will lead the keynote, marking his first major presentation since succeeding Tim Cook. The company is expected to reveal the iPhone 18 Pro and iPhone 18 Pro Max. Reports also suggest the debut of a foldable device, new Apple Watches, and updated AirPods. This event serves as the primary showcase for Apple's autumn hardware cycle.
Why it matters
Apple faces competition from Samsung and Google, who have already released several generations of foldable phones. This event establishes the product direction under new leadership. The transition from Tim Cook to John Ternus marks a shift in executive management.
What is confirmed
- Apple is hosting the Surprise and Shine event on September 9.
- The event will take place at Apple Park in Cupertino.
- CEO John Ternus will lead the presentation.
- Apple expects to unveil the iPhone 18 Pro and iPhone 18 Pro Max.
- New Apple Watches and AirPods are expected.
- Apple is expected to reveal its first foldable iPhone.
Still unconfirmed
- The foldable device will be named the iPhone Ultra.
- Apple will launch new smart home devices.
What to watch next
- Official product specifications for the iPhone 18 Pro series.
- Confirmation of the foldable device's name and features.
- The full list of smart home products announced during the keynote.
confidence 90%Sources used for this update (4)
- www.dailymail.com — Apple is hosting its 'surprise and shine' event this week where it could unveil its foldable iPhone Ultra - here's how you can watch live
- www.hindustantimes.com — Apple’s September 9 event could bring its biggest product lineup yet under John Ternus
- gizmodo.com — Live Updates From Apple’s ‘Surprise and Shine’ iPhone Event
- jang.com.pk — Apple September 9 event to bring THESE major launches under John Ternus
-
Apple sets iPhone 18 Pro launch for September 9
Apple is hosting a hardware event on September 9 at 10 a.m. Pacific Time, where it is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max. The event, themed 'Surprise and Shine', may also feature a foldable device, new Apple Watches, and AirPods. CEO John Ternus will lead the presentation, marking his first major event since taking over from Tim Cook.
Why it matters
This event marks the beginning of the Ternus era at Apple, following Tim Cook's departure. The iPhone 18 Pro and Pro Max launch is expected to set the smartphone agenda, with a focus on mobile artificial intelligence and foldable smartphones. The event's outcome may impact Apple's stock price and influence the tech industry.
What is confirmed
- Apple is hosting a hardware event on September 9 at 10 a.m. Pacific Time.
- The event is themed 'Surprise and Shine'.
- CEO John Ternus will lead the presentation.
- The iPhone 18 Pro and iPhone 18 Pro Max are expected to be unveiled.
Still unconfirmed
- A foldable iPhone may be announced.
- The standard iPhone 18 model may be delayed until spring 2027.
- New Apple Watches and AirPods may be featured.
What to watch next
- The actual announcements made during the event.
- The release dates for the iPhone 18 models.
- The pricing and specifications of the new devices.
confidence 90%Sources used for this update (10)
- www.uniladtech.com — How to get the most money for your trade-in before Apple’s big launch
- www.macrumors.com — Four Sleeps Until iPhone 18 Pro: Here's What We Know
- finance.yahoo.com — How Apple’s iPhone 18 Pro Will Change Smartphones Forever
- inews.zoombangla.com — Apple’s September 9 event puts a foldable iPhone at the center
- www.pocket-lint.com — I already know what Apple is going to announce at its event this week
- www.el-balad.com — Apple May Split Iphone 18 Fold Launch With September Pro Models
- finance.yahoo.com — Apple (AAPL) Sets iPhone Launch Event. The First Under New CEO John Ternus
- www.whalesbook.com — Apple Event Set for Sept 9: New Foldable and CEO Debut
- www.indianweekender.co.nz — “Apple’s big reveal: iPhone 18 and a Foldable iPhone could debut september 9”
- blockchain.news — AAPL Price Prediction: September 9 iPhone Event Is the Ignition Point — But $328 Is the Wall That Matters
-
Apple schedules September 9 hardware event under CEO John Ternus
Apple will host a hardware event on Wednesday, September 9, at 10 a.m. Pacific Time. CEO John Ternus will lead the presentation, which is expected to introduce the iPhone 18 Pro and iPhone 18 Pro Max. The event may feature a foldable device, new Apple Watches, and AirPods. While the presentation follows a "Surprise and Shine" theme, the standard iPhone 18 model is reportedly delayed until spring 2027. This event marks the beginning of the Ternus era following the departure of Tim Cook.
Why it matters
The transition in leadership occurs as Apple prepares its largest product slate to date. The company continues to maintain global business operations in Cork, Ireland. Market activity also shows price drops for the previous generation iPhone 17 on platforms like Flipkart.
What is confirmed
- Apple is holding a hardware event on Wednesday, September 9, at 10 a.m. Pacific Time.
- CEO John Ternus will lead the event presentation.
Still unconfirmed
- New Apple Watches and AirPods will be featured at the event.
What to watch next
- Official product reveals during the September 9 presentation
- Release date confirmation for the standard iPhone 18
- Public launch of iOS 27 and Siri AI features
confidence 80%Sources used for this update (4)
- www.mercurynews.com — Apple to kick off Ternus era with its biggest-ever slate of new products
- www.irishexaminer.com — The Tim Cook era is over. What comes next for Apple — and Cork?
- mashable.com — 5 Siri AI and iOS 27 features we’re looking forward to
- www.livemint.com — iPhone 17 gets massive discount on Flipkart: Here's how buyers can get the deal under ₹54000
-
Apple to unveil iPhone 18 Pro and first foldable phone on September 9
Apple will hold a hardware event on Wednesday, September 9, at 10 a.m. Pacific Time. The company is expected to introduce the iPhone 18 Pro, iPhone 18 Pro Max, and its first foldable device, referred to by some as the iPhone Ultra. While the event follows the "Surprise and Shine" theme, reports suggest the standard iPhone 18 model will be delayed until spring 2027. CEO John Ternus will lead the presentation, which will also likely feature new Apple Watches and AirPods.
Why it matters
This event occurs as Apple stock has grown nearly 20% year-to-date, beating the S&P 500 Index. The introduction of a foldable device would mark a significant shift in Apple's hardware strategy. Mac mini and Mac Studio models are already scheduled to ship on September 22.
What is confirmed
- Apple will host its hardware event on Wednesday, September 9.
- The event starts at 10 a.m. Pacific Time.
- The presentation uses the tagline Surprise and shine.
- Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max.
Still unconfirmed
- Apple will launch its first foldable iPhone, potentially called the iPhone Ultra, with a price exceeding $2,099.
- The standard iPhone 18 release will shift to spring 2027.
- Mark Gurman reports Apple plans to release 14 products by early next year.
What to watch next
- Confirmation of the foldable iPhone's pricing and official name
- Announcement of pre-order dates for the iPhone 18 Pro
- Confirmation of the release schedule for the standard iPhone 18
confidence 85%Sources used for this update (6)
- www.analyticsinsight.net — iPhone 18 Pro, Pro Max, Fold to Launch on Sept 9
- www.techrepublic.com — Apple’s Sept. 9 Event: What to Expect From the iPhone 18 Pro and the Reported $2,099-Plus Foldable
- www.macrumors.com — iPhone 18 Pro and iPhone Ultra: Release Date and Pre-Orders
- gcn.com — Apple’s first foldable iPhone joins the iPhone 18 Pro at a confirmed September 9 event that skips the standard model
- techgenyz.com — Apple September 9 Event Teases a Bold “Surprise and Shine”
- www.macrumors.com — Apple Reportedly Plans to Release These 14 Products by Early Next Year
-
Apple schedules Surprise and shine event for September 9
Apple will host its annual hardware event on Wednesday, September 9, under the tagline Surprise and shine. CEO John Ternus will lead the presentation, which he called phenomenal in a staff memo. The company is expected to reveal new iPhones, Apple Watches, and AirPods. Mac mini and Mac Studio models will start shipping on September 22. Apple stock has gained nearly 20% year-to-date as of September 2, outperforming the S&P 500 Index rise of 11.78%.
Why it matters
This event marks the first major appearance for John Ternus following his replacement of Tim Cook as CEO. The launch comes amid a period of strong stock performance for the company.
What is confirmed
- Apple will hold its annual iPhone event on Wednesday, September 9.
- John Ternus replaces Tim Cook as CEO.
- New Mac mini and Mac Studio models begin shipping on September 22.
- Apple will reveal new iPhones, Apple Watches, and AirPods.
Still unconfirmed
- The event may feature the debut of a foldable device.
- The new lineup will include an iPhone 18 Pro Max.
What to watch next
- The September 9 event presentation
- Official release dates for the iPhone 18 lineup
confidence 90%Sources used for this update (4)
- www.theapplepost.com — Apple expected to unveil nine new products at next week’s ‘Surprise and shine’ event
- mashable.com — The latest iPhone 18 news, leaks, and rumors: Release date, price increases, new colors
- www.insidermonkey.com — Apple (AAPL) Faces Mixed Outlook Ahead of Foldable iPhone Launch
- ca.news.yahoo.com — Apple iPhone 18 Pro Release Date Schedule: Your Complete September Countdown
-
Apple CEO John Ternus to lead September 9 event titled Surprise and Shine
Apple will hold its annual iPhone event on Wednesday, September 9, under the tagline "Surprise and shine". The event marks the first major appearance for CEO John Ternus, who replaces Tim Cook. Ternus described the upcoming launch as "phenomenal" in a memo to staff. While the company is expected to introduce new iPhones, Apple Watches, and AirPods, the event may also feature the debut of a foldable device. Additionally, new Mac mini and Mac Studio models are scheduled to begin shipping on September 22.
Why it matters
The transition from Tim Cook to John Ternus signals a new leadership phase for Apple. Cook has moved into the role of executive chairman and intends to remain in that position for a long time. This shift occurs as the company focuses on AI and foldable hardware.
What is confirmed
- The Apple launch event takes place on Wednesday, September 9.
- The event carries the tagline "Surprise and shine".
- John Ternus has become Apple CEO, replacing Tim Cook.
- Tim Cook has transitioned to the role of executive chairman.
- New Mac mini and Mac Studio models start shipping on Tuesday, September 22.
- Apple set pay targets of $58 million for John Ternus and $47 million for Tim Cook.
Still unconfirmed
- Apple will unveil a foldable device called the iPhone Ultra priced at $2,000.
- The September 9 event will include the debut of a foldable iPhone.
- The iPhone 18 Pro Max will be available in new colors leaked by case manufacturers.
What to watch next
- Official product announcements on September 9
- Confirmation of a foldable iPhone model
- Release of iOS 27
confidence 90%Sources used for this update (10)
- www.zdnet.com — Apple sets its iPhone 18 event for September: A new foldable and CEO could steal the show
- www.cnet.com — How to Watch Apple’s ‘Surprise and Shine’ Event in September
- www.macrumors.com — Apple Launching Eight New Products This Month
- www.freepressjournal.in — New Apple CEO John Ternus Teases 'Phenomenal' Launch Ahead Of September 9 iPhone Event
- brandequity.economictimes.indiatimes.com — John Ternus takes over as Apple enters era of AI, foldable phones
- www.mercurynews.com — Apple sets pay targets at $58 Million for New CEO John Ternus, $47 million for Tim Cook
- www.idropnews.com — Everything We Know About Apple’s Foldable iPhone
- finance.biggo.com — Apple's $2,000 Foldable iPhone to Debut September 9 in Crowded Field
- mashable.com — iPhone 18 Pro Max colors: Case company shows rumored shades in product photos
- malaysia.news.yahoo.com — Apple's new CEO faces his first big test
-
Apple set to unveil iPhone 18 Pro on September 9
Apple is expected to launch the iPhone 18 Pro and Pro Max on September 9 at 10 a.m. Pacific Time. The event marks the first major debut for CEO John Ternus, who succeeds Tim Cook. The new iPhone series is anticipated to feature camera, chip, battery, and Dynamic Island upgrades. Additionally, Apple may also launch AirPods 5 and release iOS 27 shortly after the keynote.
Why it matters
The iPhone launch event is a significant milestone for Apple, and the company's stock performance has been closely watched ahead of the announcement. Historically, Apple's stock price has been impacted by the success of its new product launches. The event will be held at the Steve Jobs Theater, and it is expected to draw significant attention from tech enthusiasts and investors.
What is confirmed
- Apple will hold its iPhone launch event on September 9 at 10 a.m. Pacific Time.
- The event will be held at the Steve Jobs Theater.
- John Ternus will lead his first major debut as CEO.
- iPhone 18 Pro and Pro Max are expected to be unveiled.
Still unconfirmed
- AirPods 5 may launch alongside the iPhone 18 Pro.
- iOS 27 will be released shortly after the keynote, but not with rebuilt Siri AI for European Union users.
What to watch next
- The actual specifications and features of the iPhone 18 Pro series.
- The pricing of the new iPhone models.
- The release date of iOS 27 for different regions.
confidence 90%Sources used for this update (4)
- english.mathrubhumi.com — iPhone 18 Pro launch on September 9: See biggest upgrades, camera changes and new colours here
- www.dailyrecord.co.uk — iPhone 17 Pro Max price plummets ahead of Apple's iPhone 18 launch event
- www.macrumors.com — Apple Teases 'Huge Launch' Next Week
- www.fool.com — Should You Buy Apple Before Sept. 9? Here’s What History Says.
-
Apple prepares for September 9 event amid leadership shift
Apple will hold its Surprise and Shine product launch on Wednesday, September 9, at 10 a.m. Pacific Time at the Steve Jobs Theater. The event marks the first major debut for CEO John Ternus, who succeeds Tim Cook. Expected hardware includes the iPhone 18 Pro, iPhone 18 Pro Max, Apple Watch Series 12, and Apple Watch Ultra 4. Mark Gurman reports AirPods 5 may also launch. Additionally, Apple will release iOS 27 shortly after the keynote, though European Union users will not receive the rebuilt Siri AI.
Why it matters
This transition occurs as veteran executive Phil Schiller relinquishes oversight of product events and the App Store. The event follows recent updates to the Mac mini and Mac Studio and price increases for Apple TV streaming.
What is confirmed
- Apple is holding a product event on Wednesday, September 9, at 10 a.m. Pacific Time.
- John Ternus has assumed the role of Chief Executive Officer.
- The iPhone 18 Pro, iPhone 18 Pro Max, Apple Watch Series 12, and Apple Watch Ultra 4 are expected at the event.
- Phil Schiller has stepped down from his roles overseeing the App Store and product launch events.
Still unconfirmed
- iPhone users in the European Union will not receive the rebuilt Siri AI in iOS 27.
What to watch next
- Confirmation of the iPhone Ultra release date
- Official announcement of discontinued product models
- iOS 27 public release date
confidence 90%Sources used for this update (14)
- yellow.com — Apple Ships iOS 27 Days After Sept. 9 Keynote, And Europe Loses Siri AI
- www.macrumors.com — Beyond iPhone 18 Pro: AirPods 5 in September, iPad Mini With OLED Display in October
- www.hindustantimes.com — Why did Apple scrap Apple Pencil support for the iPhone Ultra? Here’s what went wrong with the foldable iPhone
- inews.zoombangla.com — Apple’s September Event Leaves iPhone Ultra Release Timing Unclear
- finance.yahoo.com — Apple vet Schiller steps down from App Store and product event roles - Bloomberg
- tbreak.com — Apple reportedly tested a shorter Apple Pencil for its foldable iPhone
- myinvestingnews.com — Apple Faces Two New Risks Before Its Next iPhone Launch. What Investors Should Watch
- businessday.ng — John Ternus: The engineer taking Apple to its next era
- 9to5mac.com — Apple could discontinue 10+ popular products next week
- tbreak.com — iPhone 18 in the UAE: price, release date and what Apple is actually launching
- www.macworld.com — 6 ways the fall iPhone event will ‘Surprise’ and delight Apple fans
- www.aol.com — Should You Buy Apple Before Sept. 9? Here’s What History Says.
-
Apple sets Surprise and Shine event for September 9
Apple will host its Surprise and Shine product launch on September 9 at the Steve Jobs Theater in Cupertino. The event will be livestreamed on the company website and serves as the first major debut for CEO John Ternus. Expected reveals include the iPhone 18 Pro and iPhone 18 Pro Max. Other anticipated hardware includes the Apple Watch Series 12, a fourth-generation Apple Watch Ultra, and a first-ever foldable iPhone. Apple has already updated its Mac mini and Mac Studio models and increased Apple TV streaming service prices.
Why it matters
This event follows the transition of leadership from Tim Cook to John Ternus. The introduction of a foldable device would mark a significant shift in Apple's hardware strategy. Market interest is high regarding whether the standard iPhone 18 will be released or skipped entirely.
What is confirmed
- Apple will hold the Surprise and Shine event on September 9.
- The event will take place at the Steve Jobs Theater in Cupertino and will be livestreamed on the company website.
- Apple has announced updated Mac mini and Mac Studio models.
Still unconfirmed
- Apple may release a foldable iPhone.
- The iPhone 18 Pro could feature a variable-aperture camera and a faster chip at a higher price.
- Apple might skip the release of the iPhone 18 this year.
- The event may include the reveal of new AirPods.
- Pre-orders for the iPhone 18 Pro may be delayed until September 12.
What to watch next
- Official confirmation of the iPhone 18 Pro and foldable iPhone specifications on September 9.
- Announcement of the final release date and pre-order window for the iPhone 18 lineup.
- Confirmation of whether a standard iPhone 18 model will be launched.
confidence 90%Sources used for this update (7)
- www.cnet.com — Apple Might Skip the iPhone 18 This Year. Is the iPhone 17 Still Worth It?
- www.cultofmac.com — iPhone 18 Pro vs. iPhone 17 Pro: The biggest rumored changes
- sea.mashable.com — Apple's iOS 27 and Siri AI are coming soon: Everything we know so far
- www.forbes.com — Apple iPhone 18 Pro Release Timeline: New Date Enters The Schedule
- www.macrumors.com — Top Stories: Apple's 'Surprise and Shine' Event, Plus New Mac mini and Mac Studio
- www.cnet.com — A Folding iPhone at Last? What to Expect From Apple’s Surprise and Shine Fall Event
- www.livemint.com — Apple iPhone 18 Pro Max launch in India: Price, launch date, colours and more- what we know so far
-
Apple schedules iPhone event for September 9 at Steve Jobs Theater
Apple will hold its annual product launch on Wednesday, September 9, at the Steve Jobs Theater in Cupertino. The event, themed "Surprise and Shine," will be livestreamed on the company website. This marks the first major product debut for CEO John Ternus since succeeding Tim Cook. Expected announcements include the iPhone 18 Pro models and a first-ever foldable iPhone. Other anticipated hardware includes the Apple Watch Series 12 and a fourth-generation Apple Watch Ultra. Pre-orders for the iPhone 18 Pro may be delayed until Saturday, September 12.
Why it matters
The event signals a leadership transition as John Ternus takes over as chief executive. It also represents Apple's potential entry into the foldable device market, a segment the company has avoided for years.
What is confirmed
- Apple's launch event is scheduled for September 9 in Cupertino.
- The event will be livestreamed on Apple's website.
- John Ternus is the new CEO of Apple.
- The event uses the tagline "Surprise and Shine".
- Expected announcements include iPhone 18 Pro models and a foldable iPhone.
- Apple Watch Series 12 and Apple Watch Ultra 4 are expected to be unveiled.
Still unconfirmed
- The iPhone 18 Pro Max will feature an A20 Pro processor and a revamped Dynamic Island.
- AirPods 5 may be announced at the event.
- iPhone 18 Pro pre-orders may start on September 12.
- The event will begin at 8pm Kenyan time.
What to watch next
- Official confirmation of the foldable iPhone specifications
- Announcement of iPhone 18 Pro pricing and pre-order dates
- Confirmation of AirPods 5 release
confidence 95%Sources used for this update (9)
- www.freepressjournal.in — Apple Sets September 9 Event, iPhone 18 Pro & Foldable iPhone Expected
- www.mercurynews.com — Apple to hold Sept. 9 foldable iPhone launch to start Ternus era
- newsable.asianetnews.com — iPhone 18 Pro Max Launch: September 9 Date Confirmed, Check Price, Colours, Camera and Design
- www.businessghana.com — Apple is holding its iPhone launch event on September 9
- americanbazaaronline.com — Apple to unveil iPhone 18 lineup, potential foldable iPhone on Sept. 9
- www.macrumors.com — What Not to Expect at Apple's 'Surprise and Shine' September 9 Event
- www.macrumors.com — iPhone 18 Pro Pre-Orders May Start at an Unusual Time
- www.merca20.com — When is the new foldable iPhone coming out? Here is what Apple reported about its next generation of phones
- tech-ish.com — Apple’s 9 September event is John Ternus’s first, and the Mac ads suggest the tone is changing
-
Apple sets iPhone launch event for September 9 under new CEO
Apple will launch its next iPhone on September 9, marking the first major event under new CEO John Ternus. The event is expected to feature a new iPhone, potentially with a foldable design. Multiple sources confirm the September 9 date.
Why it matters
Apple's iPhone launch events are highly anticipated and closely watched, often setting the tone for the company's performance in the second half of the year. The event will be a key test for new CEO John Ternus, who took over after a leadership change. The new iPhone is expected to be a major driver of Apple's sales and revenue.
What is confirmed
- Apple will launch its next iPhone on September 9.
- The event is the first major one under new CEO John Ternus.
Still unconfirmed
- Apple may launch a foldable iPhone.
- Apple may ship 10 million foldable iPhones in the first year.
What to watch next
- The actual features and design of the new iPhone.
- Apple's sales and revenue performance following the launch.
- Any updates on the production and shipping timeline for the new iPhone.
confidence 90%Sources used for this update (8)
- Reuters — Apple to launch next iPhone on September 9 in first major event under new CEO Ternus
- CNN — ‘Surprise and shine’: Apple to hold first major iPhone launch under new CEO next month
- Bloomberg — Apple to Hold Sept. 9 Foldable iPhone Launch to Start Ternus Era
- CNBC — Apple sets iPhone launch event for Sept. 9, first under new CEO John Ternus
- CNET — Apple Sends Out Invites for Its Annual Fall iPhone Event
- TechCrunch — Apple is holding its iPhone launch event on September 9
- Bloomberg.com — Apple to Ship 10 Million Foldable iPhones in Year One, IDC Says
- NDTV — iPhone 18 Pro Max Vs iPhone 18 Pro: Apple's Rumored Camera Update Explained
Community Sentiment: How do you assess this situation?
Voice your perspective · Real-time aggregated sentiment from the Live Feeds community