Apple's New CEO John Ternus Set to Unveil iPhone 18 Lineup and First Foldable at September 9th Event
Apple has announced a special "Surprise and shine" launch event scheduled for September 9th at 1PM ET / 10AM PT, where the company is expected to unveil its next generation of consumer hardware.
The event carries particular significance as it will be John Ternus's first product launch as Apple's CEO. Ternus officially took the helm from Tim Cook on September 1st, following his previous role as head of hardware engineering. In his first staff memo as CEO, Ternus highlighted the upcoming hardware launches, signaling a strong focus on the company's core product lineup under new leadership.
Industry observers anticipate the announcement of the first phones in Apple's iPhone 18 lineup. Most notably, sources suggest Apple will introduce its long-rumored foldable device, currently referred to as the "iPhone Duo" — marking the company's official entry into the foldable smartphone market.
Beyond smartphones, the September 9th event is also expected to include updates to Apple's wearable lineup, with new Apple Watch models and updated AirPods likely on the agenda. The event may also include surprises such as an updated Apple TV box or new smart home hardware, though official details remain sparse ahead of the announcement.
Apple's competitors in the foldable market have reportedly been watching closely, with some reportedly asking how wide the device's display will be — a reference to the different approaches manufacturers have taken with foldable form factors.