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

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.

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What changed

Tim Cook officially steps down as CEO on August 31 with John Ternus taking over on September 1.

Live updates

  1. 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%

  2. 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%

  3. 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%