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Apple to launch next iPhone on September 9 in first major event under new CEO Ternus

Apple debuted its first foldable smartphone, the passport-shaped iPhone Duo, starting at $1,999 during its September 9 event under new CEO Ternus. The release positions Apple against market leader Samsung and Chinese competitors like Huawei. Meanwhile, retail chains in Vietnam recorded more than 220,000 pre-orders and deposits for the iPhone 18 lineup, with ninety percent of buyers opting for the Pro Max models. Analysts suggest the foldable device could catalyze broader market adoption despite initial public mockery from competitors and online users.

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What changed

Apple officially debuted the foldable iPhone Duo and the iPhone 18 lineup, triggering heavy pre-order volumes internationally.

Live updates

  1. Apple Unveils iPhone Duo and New Models as Global Pre-orders Open

    Apple debuted its first foldable smartphone, the passport-shaped iPhone Duo, starting at $1,999 during its September 9 event under new CEO Ternus. The release positions Apple against market leader Samsung and Chinese competitors like Huawei. Meanwhile, retail chains in Vietnam recorded more than 220,000 pre-orders and deposits for the iPhone 18 lineup, with ninety percent of buyers opting for the Pro Max models. Analysts suggest the foldable device could catalyze broader market adoption despite initial public mockery from competitors and online users.

    Why it matters

    The September 9 launch marked a major transition for Apple under CEO Ternus as the company entered the competitive foldable device category. The rollout follows years of market dominance by Samsung in the foldable space. Concurrently, regional retail demand remains strong in international markets such as Vietnam.

    What is confirmed

    • Apple unveiled its first foldable smartphone, the iPhone Duo, at a starting price of $1,999 on September 9.
    • More than 220,000 pre-orders and deposits for the iPhone 18 were placed in Vietnam, with ninety percent opting for Pro Max models.

    Still unconfirmed

    • Apple could catalyze wider mainstream adoption of the foldable form factor through its new design and data privacy promises.

    What to watch next

    • Consumer adoption rates and sales figures for the iPhone Duo and iPhone 18 lineup.
    • Competitive responses from Samsung and Huawei in the foldable smartphone market.
    Sources used for this update (8)
    1. jen.jiji.com — India waives fees for 30-day double-entry e-Tourist visas for Thais
    2. jen.jiji.com — Gan Chabad and Rabbi Yosef face scrutiny as authorities trace business links
    3. jen.jiji.com — Thailand prepares for first UNCLOS conciliation with Cambodia
    4. jen.jiji.com — Lisa, Nene and Thai women’s volleyball give Thailand three reasons to cheer in 2026
    5. www.kobaran.com — Apple Stock Gets a New Catalyst as the Foldable iPhone Duo Arrives
    6. jen.jiji.com — Thai House speaker ‘100% confident’ after September 13 ceiling collapse
    7. jen.jiji.com — Bangkok prepares tighter vehicle controls for year-end PM2.5
    8. news.tuoitre.vn — More than 220,000 iPhone 18 orders placed in Vietnam, 90% opt for Pro Max
    confidence 95%

  2. Apple enters foldable market with $1,999 iPhone Duo

    Apple launched the iPhone Duo, its first foldable smartphone, at a starting price of $1,999. Unveiled on September 9, the passport-shaped device aims to mainstream the foldable form factor through design and data privacy promises. The move puts Apple in direct competition with Samsung, which has led the foldable market since 2019, and Chinese firms like Huawei. While analysts suggest Apple could catalyze wider adoption of foldables, the launch has already sparked public mockery from competitors and internet users.

    Why it matters

    CEO John Ternus led this hardware presentation, the first of his tenure. Investors reacted negatively to the strategy, causing shares to drop. Market observers are now evaluating how chip shortages and AI plans will impact the company's trajectory.

    What is confirmed

    • The iPhone Duo is Apple's first foldable device.
    • The iPhone Duo has a starting price of $1,999.
    • Apple unveiled the Duo on September 9.
    • Samsung has led the foldable phone market since 2019.

    Still unconfirmed

    • The iPhone Duo design is passport-shaped.
    • Samsung and Duolingo have mocked the iPhone Duo launch online.

    What to watch next

    • Morgan Stanley stock forecast updates for Apple
    • Sales data for the iPhone Duo compared to Samsung foldables
    Sources used for this update (4)
    1. english.aawsat.com — Apple Joins Foldable Phone Race with $1,999 Passport-shaped iPhone Duo
    2. in.mashable.com — iPhone Duo Roasted Hard By Samsung & Duolingo As Internet Erupts In Hilarious Apple Dua Memefest
    3. www.aol.com — Morgan Stanley analyst offers new Apple stock forecast
    4. finance.biggo.com — Apple's $1,999 iPhone Duo Steps Into a Foldable Market Samsung Already Owns
    confidence 95%

  3. Apple Unveils Foldable iPhone And iPhone 18 Pro

    Apple debuted its latest product lineup on September 9 at Apple Park, marking the first major hardware presentation led by new Chief Executive Officer John Ternus. The Surprise and Shine event featured the iPhone 18 Pro and iPhone 18 Pro Max, alongside the company's entry into foldable devices with a model referred to as the foldable iPhone Ultra or iPhone Duo. Shares dropped following the hardware announcements as investors weighed the foldable strategy, artificial intelligence plans, and potential price pressures caused by chip shortages.

    Why it matters

    Chief Executive Officer John Ternus took the stage for his debut keynote to steer Apple through a critical product cycle. Market observers are closely tracking how the company balances rising production costs against revenue growth expectations. Apple shares closed down 0.28 percent at $315.34 on September 9 after dipping further during the trading session.

    What is confirmed

    • Apple unveiled its new hardware lineup on September 9 at Apple Park under the leadership of new Chief Executive Officer John Ternus.
    • Apple shares closed at $315.34 on September 9, dropping 0.28 percent or $0.88.
    • The hardware lineup introduced at the event includes the iPhone 18 Pro and iPhone 18 Pro Max.
    • Apple introduced its first foldable smartphone during the presentation.

    Still unconfirmed

    • The foldable device is reportedly called the iPhone Ultra or iPhone Duo.
    • The foldable phone could feature a 5.5-inch cover screen and a nearly 8-inch display when unfolded.
    • The iPhone 18 may cost more due to chip shortages.
    • The event was expected to feature Apple Watch Series 12 and Ultra 4 models, AirPods 5, and an upgraded Siri.

    What to watch next

    • Official release dates and exact pricing for the foldable iPhone Ultra and iPhone 18 Pro models
    • Market performance and consumer demand figures for the new device lineup under CEO John Ternus
    • Confirmation of a potential staggered release strategy for the standard iPhone 18 and budget iPhone 18e in spring 2027
    Sources used for this update (8)
    1. www.cnet.com — Apple Event 2026 Live: The First Foldable iPhone, iPhone 18 Pro, Apple Watch 12 and More
    2. economictimes.indiatimes.com — Apple Event 2026 Live Updates: iPhone 18 Pro, Foldable iPhone Ultra, Apple Watch launch; Surprise and Shine Event to reveal prices, specs, features and availability
    3. www.republicworld.com — Will Apple Fold? All Eyes On New iPhone And Tech Giants Mega Event
    4. www.cnbc.com — Apple event live updates: First foldable iPhone, new watch series expected as Ternus makes debut
    5. www.livemint.com — Apple Stock Update: Shares slide after iPhone 18 launch; what investors should know
    6. www.zeebiz.com — Apple shares slip after iPhone 18 Pro, foldable iPhone launch
    7. businessday.ng — Apple shares slip after iPhone 18 launch as investors weigh AI, foldable strategy
    8. www.livemint.com — Triptii Dimri, AP Dhillon explore Apple's latest launch iPhone 18 Pro with John Ternus in Cupertino | In pic
    confidence 100%

  4. Apple CEO John Ternus to lead Surprise and Shine event on September 9

    CEO John Ternus will lead Apple's first major hardware launch on September 9 at 10:00 a.m. PT at Apple Park. The event, titled Surprise and Shine, is expected to feature the iPhone 18 Pro, iPhone 18 Pro Max, and the company's first foldable iPhone. Apple may be shifting to a staggered release strategy, potentially delaying the standard iPhone 18 and a budget iPhone 18e until spring 2027. Other expected announcements include new Apple Watches, AirPods, and smart home devices. Apple stock recently dropped to $319 ahead of the presentation.

    Why it matters

    John Ternus assumed the CEO role on August 31 following Tim Cook's departure. This event marks the first major product cycle under his leadership and introduces a potential split in the traditional September upgrade window.

    What is confirmed

    • Apple's September 9 event will take place at 10:00 a.m. PT at Apple Park.
    • The event is titled Surprise and Shine.
    • CEO John Ternus took over the role on August 31.
    • Expected product reveals include the iPhone 18 Pro and a foldable iPhone.
    • Apple's September event may feature new Apple Watches and AirPods.

    Still unconfirmed

    • The event will feature AI integration with Google.

    What to watch next

    • Market reaction to the debut of the foldable iPhone.
    Sources used for this update (6)
    1. www.cnbctv18.com — Apple September event tomorrow: iPhone 18 Pro, foldable iPhone, Watch Series 12 and more on the cards
    2. english.mathrubhumi.com — iPhone 18 Pro Max price in India: Expected price, 256GB, 1TB and 2TB variants
    3. www.macrumors.com — Apple Event Tomorrow: iPhone 18 Pro and iPhone Ultra Cheat Sheet
    4. blockonomi.com — Apple (AAPL) Stock Drops to $319 Before Major iPhone 18 Launch Event
    5. finance.yahoo.com — Apple's new CEO John Ternus expected to debut foldable iPhone at event Wednesday
    6. www.ibtimes.sg — iPhone 18 Release Date: What Apple Could Launch September 9 and What May Wait Until 2027
    confidence 90%

  5. Apple CEO John Ternus to lead September 9 hardware event in Cupertino

    CEO John Ternus will lead Apple's first major hardware launch on September 9 at 10:00 a.m. PT at Apple Park. The event will feature new iPhones, including a foldable model, and AI integration with Google. The lineup may include the iPhone 18 Pro, new Apple Watch models, and AirPods. Ternus took over as CEO on August 31 after Tim Cook stepped down. This product cycle is expected to extend through 2027 and introduces a staggered release strategy for the new devices.

    Why it matters

    This event marks the first keynote under Ternus's leadership following his appointment in late August. The shift in leadership coincides with a strategic move toward foldable hardware and external AI partnerships. These changes signal a transition in Apple's product roadmap and market strategy.

    What is confirmed

    • CEO John Ternus will lead the Apple product event on September 9 in Cupertino.
    • The event will unveil new iPhones, including a foldable model.
    • John Ternus assumed the role of CEO after Tim Cook stepped down.

    Still unconfirmed

    • The event will feature more than 10 new products.

    What to watch next

    • Official confirmation of the iPhone 18 Pro and Pro Max specifications on September 9.
    • Details on the integration of Google Gemini AI within iOS.
    • Announcement of the staggered release dates for the new hardware lineup.
    Sources used for this update (7)
    1. www.ibtimes.com.au — (VIDEO) Apple's Sept. 9 iPhone Event To Reshape Market With Gemini AI, First Foldable, Split Launch Strategy
    2. www.thenews.com.pk — Apple iPhone September 9 launch event: What to expect
    3. www.pocket-lint.com — I already know what Apple is going to announce at its event this week
    4. www.hindustantimes.com — Apple’s September 9 event could bring its biggest product lineup yet under John Ternus
    5. jang.com.pk — Apple September 9 event to bring THESE major launches under John Ternus
    6. in.mashable.com — iPhone 18 Pro Max Dark Cherry Colour Leaked Ahead of Apple Launch Event
    7. english.mathrubhumi.com — iPhone 18 Pro’s secret colour may have just leaked before Apple event
    confidence 90%

  6. Apple to unveil over 10 products at September 9 Surprise and Shine event

    CEO John Ternus will lead Apple's first major hardware launch on September 9 at 10:00 a.m. PT in Cupertino. The Surprise and Shine event will feature more than 10 new products, including the latest iPhones and Apple Watches. This event initiates a product cycle expected to extend through 2027. While the iPhone 18 Pro and Pro Max are anticipated, the showcase may also introduce a foldable iPhone and updated AirPods as Ternus begins his tenure following his August 31 appointment.

    Why it matters

    John Ternus replaced Tim Cook as CEO on August 31. This event serves as the first public test of his leadership and the start of a multi-year hardware rollout.

    What is confirmed

    • The Surprise and Shine event takes place September 9 at Apple Park in Cupertino, California.
    • John Ternus took over as CEO on August 31.
    • Apple will announce more than 10 new products during the event.

    Still unconfirmed

    • Apple will introduce its first foldable iPhone during the presentation.
    • The event will feature refreshed AirPods and Apple Watches.
    • The iPhone 18 Pro and Pro Max models will be revealed.

    What to watch next

    • Official product specifications for the foldable iPhone
    • The full list of the 10+ announced products on September 9
    • Confirmation of the iPhone 18 Pro and Pro Max launch dates
    Sources used for this update (4)
    1. www.ithinkdiff.com — Apple’s September 9 Event: iPhone Ultra, 10+ Products, Ternus’s First Launch
    2. www.livemint.com — iPhone 17 gets massive discount on Flipkart: Here's how buyers can get the deal under ₹54000
    3. www.macrumors.com — Top Stories: 'Surprise and Shine' Apple Event Preview, John Ternus Takes Over, and More
    4. www.outlookbusiness.com — John Ternus All Set For Apple Event: Foldable iPhone To AirPods, What All Will Be Launched
    confidence 90%

  7. Apple schedules "Surprise and Shine" event for September 9

    Apple will host its first major product event under CEO John Ternus on September 9. The "Surprise and Shine" showcase begins at 1 PM ET. Expected reveals include the iPhone 18 Pro and Pro Max models. Several reports suggest Apple will introduce its first foldable iPhone during the presentation. The event marks the first public hardware launch since Ternus replaced Tim Cook on August 31.

    Why it matters

    Ternus previously described this launch as phenomenal in a staff memo. The company is managing a leadership transition while attempting to innovate Siri and AI integration. Apple stock rose nearly 20% year-to-date as of September 2.

    What is confirmed

    • Apple will hold a product event on September 9.
    • The event is titled Surprise and Shine.
    • The showcase begins at 1 PM ET.
    • iPhone 18 Pro models will be featured at the event.
    • CEO John Ternus replaced Tim Cook on August 31.

    Still unconfirmed

    • Apple will launch its first foldable iPhone.
    • A foldable iPhone will cost 2,099 dollars or more.
    • Apple will introduce an iPhone Ultra model.

    What to watch next

    • Official confirmation of foldable hardware specifications
    • Pricing announcements for the iPhone 18 lineup
    • Details on AI integration for Siri during the event
    Sources used for this update (7)
    1. www.analyticsinsight.net — iPhone 18 Pro, Pro Max, Fold to Launch on Sept 9
    2. www.techrepublic.com — Apple’s Sept. 9 Event: What to Expect From the iPhone 18 Pro and the Reported $2,099-Plus Foldable
    3. www.digit.in — Apple iPhone 18 Pro launch set for next week: 6 things to expect from Surprise and shine event
    4. www.theverge.com — What to expect at Apple’s September 9th launch event
    5. techgenyz.com — Apple September 9 Event Teases a Bold “Surprise and Shine”
    6. macdailynews.com — Apple’s Ternus era begins September 9th with foldable iPhone, iPhone 18 Pro and a bigger product wave
    7. www.cnet.com — Apple’s Foldable iPhone Ultra Launch May Be Days Away, if You Can Get One
    confidence 90%

  8. Apple CEO John Ternus prepares for September 9 iPhone 18 launch

    Apple will hold a product event on September 9 to launch the iPhone 18 lineup, including a Pro Max model. This marks the first major event for CEO John Ternus, who replaced Tim Cook on August 31. Ternus described the upcoming launch as "phenomenal" in a memo to staff. The company faces challenges regarding AI integration and Siri innovation as it enters this transition. Apple stock has risen nearly 20% year-to-date as of September 2, outperforming the S&P 500 Index.

    Why it matters

    The leadership change comes at a time when Apple is under pressure to innovate its hardware and software. Ternus must manage a transition toward artificial intelligence while addressing reported RAM shortages. The market is watching to see if the company can maintain its growth trajectory under new management.

    What is confirmed

    • John Ternus became Apple CEO after Tim Cook stepped down on August 31.
    • Apple has a product event scheduled for September 9.
    • Apple stock gained nearly 20% year-to-date as of September 2.

    Still unconfirmed

    • Apple is facing RAM shortages and delays in AI launches.

    What to watch next

    • Announcement of new AI features for Siri.
    Sources used for this update (3)
    1. mashable.com — The latest iPhone 18 news, leaks, and rumors: Release date, price increases, new colors
    2. www.insidermonkey.com — Apple (AAPL) Faces Mixed Outlook Ahead of Foldable iPhone Launch
    3. internationalfinance.com — John Ternus takes the Apple helm, eyes AI revolution and foldable iPhones
    confidence 90%

  9. Apple set to launch next iPhone on September 9 under CEO Ternus

    Apple is preparing for a product event on September 9, its first major launch under new CEO John Ternus, who took over after Tim Cook stepped down on August 31. The event is expected to feature a new iPhone, possibly a foldable model, amid a RAM shortage and delays in AI launches. Ternus has described the event as a "huge launch".

    Why it matters

    The event marks a significant milestone for Ternus, who inherited a company valued between $4 trillion and $4.6 trillion. The new CEO faces immediate operational hurdles, including competition in the foldable phone market. Apple's September event is highly anticipated, with the company typically unveiling new iPhone models during this time.

    What is confirmed

    • Apple CEO John Ternus is preparing for a product event on September 9.
    • Ternus assumed leadership after Tim Cook stepped down on August 31.
    • The event will feature a "huge launch", according to Ternus.
    • John Ternus has a USD 3 million annual salary and a targeted USD 55 million stock award for fiscal 2027.

    Still unconfirmed

    • A foldable iPhone may be unveiled at the event.

    What to watch next

    • The unveiling of a foldable iPhone
    • Details on the new iPhone's features and pricing
    • Apple's response to RAM shortages and AI launch delays
    Sources used for this update (4)
    1. www.zdnet.com — Apple sets its iPhone 18 event for September: A new foldable and CEO could steal the show
    2. www.cnet.com — How to Watch Apple’s ‘Surprise and Shine’ Event in September
    3. www.macworld.com — Apple’s loaded September kicks off with ‘huge launch’ next week
    4. www.analyticsinsight.net — Apple CEO John Ternus Takes Over from Tim Cook with USD 58 Million Pay Package
    confidence 90%

  10. John Ternus leads Apple into September 9 iPhone launch

    Apple CEO John Ternus is preparing for a product event on September 9. Ternus assumed leadership after Tim Cook stepped down on August 31, ending a 15-year tenure. The new CEO inherits a company valued between $4 trillion and $4.6 trillion but faces immediate operational hurdles. These include a RAM shortage, delays in artificial intelligence launches, and competition in the foldable phone market. Ternus has described the upcoming event as a "huge launch" in his first internal memo to staff.

    Why it matters

    This is the first leadership change at Apple since August 2011. Ternus must now steer the company's AI strategy and hardware roadmap. The September event serves as his first major public test as chief executive.

    What is confirmed

    • John Ternus is the new CEO of Apple.
    • Tim Cook stepped down as CEO on August 31 after a 15-year tenure.
    • Apple will hold a product launch event on September 9.

    Still unconfirmed

    • Apple's valuation is $4.6 trillion.
    • Phil Schiller is stepping back from the App Store and product events.

    What to watch next

    • The September 9 product launch event
    • Official confirmation of a foldable iPhone
    • Updates on Apple's AI launch timeline
    Sources used for this update (5)
    1. www.cnet.com — Yearn for the Tern: Apple Has a New Daddy
    2. www.usatoday.com — Meet Apple’s new CEO ahead of Sept. 9 product launch event
    3. www.mankatofreepress.com — Apple's new CEO, John Ternus, takes over from Tim Cook after 15 years
    4. finance.yahoo.com — Phil Schiller Steps Back From Apple’s App Store and Product Events
    5. finance.yahoo.com — John Ternus hypes ‘huge launch next week’ in first memo as Apple CEO
    confidence 90%

  11. Apple CEO Transition Complete; iPhone 18 Pro Launch Imminent

    John Ternus is now Apple CEO, succeeding Tim Cook who stepped down on August 31. Ternus takes the helm just before Apple's September 9 event, where the iPhone 18 Pro and other hardware are expected to launch. This leadership change marks the first at Apple since August 2011. Ternus faces immediate challenges, including leading Apple's artificial intelligence strategy.

    Why it matters

    The CEO transition comes as Apple prepares to launch new products and faces increasing competition in the tech industry. Ternus inherits a company valued at $4.67T and must navigate Apple's AI strategy, including a rebuilt Siri powered by Google. The September 9 event is a significant test for Ternus, who has been Apple's hardware chief.

    What is confirmed

    • John Ternus became Apple CEO on September 1, 2026, succeeding Tim Cook.
    • Tim Cook led Apple for 15 years before stepping down on August 31.
    • Apple is expected to launch the iPhone 18 Pro on September 9.
    • John Ternus previously served as Apple's hardware chief.

    Still unconfirmed

    • iPhone 18 Pro pre-orders may begin on September 12.

    What to watch next

    • Apple's September 9 event and iPhone 18 Pro launch
    • Details on Apple's rebuilt Siri powered by Google
    • Ternus' leadership impact on Apple's AI strategy
    Sources used for this update (4)
    1. techgenyz.com — Apple CEO Tim Cook Retires: Bold New Era Begins with John Ternus
    2. www.lowyat.net — Tim Cook Marks His Final Day As Apple CEO
    3. www.news9live.com — John Ternus takes over as Apple CEO on September 1 with AI pressure and iPhone launch ahead
    4. www.analyticsinsight.net — iPhone 18 Pro Pre-Orders May Start September 12: What to Know
    confidence 95%

  12. John Ternus assumes Apple CEO role ahead of September 9 event

    John Ternus becomes Apple CEO on September 1, succeeding Tim Cook who officially steps down on August 31. Ternus takes leadership just before the Surprise and shine event on September 9, where Apple is expected to launch the iPhone 18 Pro and other hardware. Ternus inherits a company valued at $4.67T and faces an immediate mandate to lead Apple's artificial intelligence strategy, including a rebuilt Siri powered by Google. This transition marks the first leadership change at the top of Apple since August 2011.

    Why it matters

    Tim Cook led Apple for 15 years, expanding the company's services and silicon capabilities. The transition occurs as Apple attempts to integrate generative AI into its ecosystem to maintain market competitiveness. Ternus must now manage a sweeping management reset while launching a new iPhone cycle.

    What is confirmed

    • Tim Cook officially steps down as Apple CEO on August 31.
    • John Ternus becomes Apple CEO on September 1.
    • Tim Cook served as CEO for 15 years.
    • Apple is valued at $4.67T.

    Still unconfirmed

    • Apple will launch a foldable iPhone.
    • Apple is rebuilding Siri using Google technology.
    • The September 9 event will include the iPhone 18 Pro, Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5.

    What to watch next

    • Official product confirmations for the September 9 event
    • Details on the management reset mentioned by TechTrends KE
    • Confirmation of Google's role in Siri's rebuild
    Sources used for this update (5)
    1. www.dqindia.com — Tim Cook’s Apple: 15 years, $4.67T and the transition to John Ternus
    2. www.cnn.com — How Tim Cook made Apple one of the world’s most valuable companies
    3. techtrendske.co.ke — John Ternus takes over Apple with AI, the foldable iPhone and a management reset ahead
    4. finance.yahoo.com — John Ternus becomes Apple CEO, with AI as first big challenge
    5. eu.36kr.com — Today is Tim Cook's last day as CEO, and Apple has officially completed its top leadership transition.
    confidence 90%

  13. Apple schedules September 9 event for iPhone 18 Pro under CEO John Ternus

    Apple will host its "Surprise and shine" hardware event on Wednesday, September 9, at 10 a.m. PDT in the Steve Jobs Theater. This marks the first major product launch for CEO John Ternus following the exit of Tim Cook. The company is expected to unveil the iPhone 18 Pro and may introduce its first foldable iPhone. Other anticipated reveals include the Apple Watch Series 12, a fourth-generation Apple Watch Ultra, and AirPods 5. Apple has not officially confirmed the specific models or the foldable device.

    Why it matters

    John Ternus succeeds Tim Cook, who led the company for 15 years. Cook described Ternus as a brilliant engineer and thinker obsessed with detail. This transition occurs as Apple expands its global operations, recently opening a supplier education hub in Hanoi, Vietnam.

    What is confirmed

    • Apple's annual fall event takes place Wednesday, September 9, at 10 a.m. PDT at the Steve Jobs Theater in Cupertino.
    • John Ternus is the new CEO of Apple.
    • The event is titled Surprise and shine.
    • Apple is expected to reveal the iPhone 18 Pro.

    Still unconfirmed

    • Apple may unveil its first foldable iPhone.
    • The event may include the launch of Apple Watch Series 12, a fourth-generation Apple Watch Ultra, and AirPods 5.

    What to watch next

    • Official confirmation of the foldable iPhone specifications
    • Product pricing and availability dates announced September 9
    • Detailed specifications for the iPhone 18 Pro
    Sources used for this update (6)
    1. www.macrumors.com — What Not to Expect at Apple's 'Surprise and Shine' September 9 Event
    2. finance.yahoo.com — Apple Is Launching Its First iPhone Under New CEO John Ternus on Sept. 9. Could AI Features and a Foldable iPhone Be in the Cards?
    3. www.merca20.com — When is the new foldable iPhone coming out? Here is what Apple reported about its next generation of phones
    4. news.tuoitre.vn — Apple opens education hub for supplier employees in Vietnam
    5. www.etnownews.com — iPhone 18 Pro: Apple’s first launch after Tim Cook’s exit as CEO - Check price, expected lineup and specs
    6. au.pcmag.com — After 15 Years, Apple Ushers in Tim Cook's Replacement as CEO
    confidence 90%

  14. Apple schedules September 9 iPhone event under CEO John Ternus

    Apple will host its annual fall hardware showcase on September 9 at the Steve Jobs Theater in Cupertino. The event begins at 10 a.m. PDT and marks the first major product launch under new CEO John Ternus. The company has issued invites for the event, titled Surprise and shine, where it is expected to reveal the next iPhone series. While the specific models remain unconfirmed by Apple, industry reports suggest the keynote will focus on the iPhone 18 Pro and potentially the company's first foldable device.

    Why it matters

    John Ternus recently succeeded Tim Cook as CEO. This event serves as the first primary test of Ternus' leadership regarding product strategy and hardware innovation.

    What is confirmed

    • Apple will hold its next launch event on September 9.
    • The event takes place at the Steve Jobs Theater in Cupertino.
    • John Ternus is the new CEO of Apple.
    • The event starts at 10 a.m. PDT / 1 p.m. EDT.
    • The event is titled Surprise and shine.

    Still unconfirmed

    • iOS 27 will be detailed during the event.

    What to watch next

    • Official product specifications for the iPhone 18 series
    • Confirmation of a foldable device launch
    • Details on iOS 27 release timeline
    Sources used for this update (11)
    1. nypost.com — Apple sets launch date for new iPhone series — the first major event for new CEO John Ternus
    2. Reuters — Apple to launch next iPhone on September 9 in first major event under new CEO Ternus
    3. CNN — ‘Surprise and shine’: Apple to hold first major iPhone launch under new CEO next month
    4. Bloomberg — Apple to Hold Sept. 9 Foldable iPhone Launch to Start Ternus Era
    5. CNBC — Apple sets iPhone launch event for Sept. 9, first under new CEO John Ternus
    6. CNET — Apple Sends Out Invites for Its Annual Fall iPhone Event
    7. Forbes — iPhone 18 Pro Launch: Apple Confirms Keynote, Full Schedule Here
    8. news.abplive.com — iPhone 18 Pro, Foldable iPhone Ultra Launch Date Confirmed: Check Out Expected Price, iOS 27 Release Timeline
    9. www.freepressjournal.in — Apple Sets September 9 Event, iPhone 18 Pro & Foldable iPhone Expected
    10. 9to5mac.com — How to watch Apple’s September event: iPhone 18 Pro, iPhone Ultra, more
    11. macdailynews.com — What’s expected at Apple’s ‘Surprise and Shine’ September 9th special event
    confidence 95%