Apple has officially scheduled its next major product showcase for September 9, setting the stage for one of the company’s most closely watched launches in years.
The Apple iPhone event will begin at 10 a.m. Pacific Time and will be available to watch through Apple’s website, Apple TV and YouTube. Apple is promoting the presentation with the tagline “Surprise and shine.”
Beyond the expected new iPhones, however, this year’s presentation carries additional significance. It will be the first major Apple product launch following John Ternus’ appointment as CEO, marking the beginning of a new leadership era for the technology giant.
Apple announced in April that Ternus would succeed longtime CEO Tim Cook effective September 1, 2026. Cook is moving into the role of executive chairman and will continue to support the company in selected areas.
Apple iPhone event marks a new era
The September 9 presentation arrives just eight days after Ternus officially takes over as Apple CEO.
That timing gives the Apple iPhone event more weight than the company’s usual September hardware showcase. Millions of viewers will not only be looking at the new devices but also watching for signs of how Ternus intends to present Apple under his leadership.
Ternus is hardly a newcomer to the company. Before becoming CEO, he served as Apple’s senior vice president of Hardware Engineering and played a major role in the development of products including the iPhone, iPad and Mac.
His background makes the timing particularly interesting. Apple is entering a period in which hardware innovation could once again become central to its growth story.
Reuters reports that the September event will be Apple’s first major product launch under Ternus and could include one of the company’s most ambitious iPhone introductions in years.
What Apple could announce on September 9
Apple has confirmed the date of the event but has not officially revealed which products will appear.
The iPhone 18 Pro and iPhone 18 Pro Max are widely expected to headline the presentation. Reports suggest the two premium models could focus on refinements rather than a dramatic redesign.
The biggest surprise could instead come from an entirely new type of iPhone.
Apple is widely expected to unveil its long-rumored foldable iPhone, which would represent the company’s first serious move into a category already occupied by Samsung and several other smartphone manufacturers. Reuters reports that the device could have a screen approaching the size of an iPad mini when unfolded.
If Apple does introduce a foldable model, it could easily become the defining product of this year’s event.
Foldable iPhone could steal the show
Apple has historically entered new hardware categories later than some rivals, often waiting until it believes the technology and user experience are mature enough for a wider audience.
That strategy makes the possibility of a foldable iPhone particularly important.
Samsung and other Android manufacturers have spent years developing foldable smartphones, but Apple’s entry could dramatically increase mainstream attention around the category.
Reuters cited IDC forecasts suggesting more than 17 million foldable iPhones could be shipped by 2027 if Apple enters the market as expected.
For Apple, a foldable device could also provide an opportunity to create a new premium tier above its traditional Pro models.
Still, until Apple officially announces the product, its design, name, specifications and pricing remain unconfirmed.
The standard iPhone 18 may have to wait
One unusual part of this year’s Apple iPhone event could be what Apple does not announce.
Reports indicate that the regular iPhone 18 may not appear alongside the Pro models in September. Instead, Apple is expected to divide its iPhone release calendar, with the standard iPhone 18 potentially arriving in 2027 alongside the iPhone 18e and a second-generation iPhone Air.
Such a move would represent a significant shift from Apple’s traditional approach of introducing most of its flagship iPhones together each September.
A staggered launch schedule could allow Apple to spread major product announcements across the year rather than concentrating most iPhone attention into a single period.
New Apple Watch models are also expected
The iPhone lineup is unlikely to be alone on stage.
Apple traditionally uses its September event to refresh the Apple Watch family, and reports suggest the Apple Watch Series 12 and updated premium wearable models could be part of the September 9 showcase.
Additional hardware announcements are also possible.
Apple could use the event to provide updates on accessories or its growing smart-home ambitions, although the company has not confirmed any of those products.
The company may also announce release dates for software introduced during WWDC 2026, including iOS 27, iPadOS 27, macOS 27 and watchOS 27. Apple previewed those operating-system updates earlier this year.
John Ternus faces an important first test
For Ternus, the event represents more than another product presentation.
Tim Cook led Apple for roughly 15 years, overseeing the company’s transformation into one of the world’s most valuable businesses while expanding beyond the iPhone into services, wearables and custom silicon.
Ternus now inherits a company facing a different set of challenges.
Apple must continue persuading customers to upgrade expensive smartphones while competing in artificial intelligence, dealing with supply-chain pressures and finding new hardware categories capable of generating meaningful growth.
His previous position as Apple’s hardware chief makes the product roadmap especially important.
A successful launch — particularly if Apple introduces a compelling foldable device — could give the new CEO an immediate opportunity to demonstrate where he wants to take the company.
Why the September Apple iPhone event matters
September launches are always among Apple’s most important events, but 2026 feels different.
The Apple iPhone event combines a leadership transition with the possibility of a major new hardware category. Instead of simply introducing another annual iPhone upgrade, Apple could use September 9 to define the beginning of the Ternus era.
The company has officially confirmed that the presentation will take place Wednesday, September 9, at 10 a.m. PT.
For viewers in East Africa, including Uganda and Kenya, that corresponds to 8 p.m. East Africa Time.
Whether the biggest story ends up being the iPhone 18 Pro, a foldable iPhone or Ternus himself, Apple’s September event is shaping up to be one of the company’s most consequential launches in recent years.
