Apple’s New Boss Gets One Shot to Prove the Foldable Rumors Were Worth the Wait

Apple holds its “Surprise and Shine” event on September 9, 2026 at 10am Pacific. It is the first product launch under new CEO John Ternus, who succeeded Tim Cook on September 1. The Apple September iPhone event is widely expected to include Apple’s first foldable device alongside iPhone 18 Pro updates, according to Bloomberg.

The event streams from Apple’s website, through the Apple TV app, or on YouTube. Rumors also point to new Apple Watch models and a redesigned AirPods lineup. A preview of a 7-inch smart home hub with a full display may also appear, according to reporting compiled by CNBC.

Why the Apple September iPhone event matters beyond the hardware

This is Ternus’s first public moment leading Apple’s product strategy. Investors and analysts will watch his presentation style as much as the devices themselves. Ternus previously led Apple’s hardware engineering division, which gives him deep technical credibility. But stepping into the keynote role that Cook, and before him Steve Jobs, held for decades is a different kind of test.

The company is positioning 2026 and 2027 as the start of its biggest run of device releases in its history, according to reporting from MacDailyNews. That framing casts the foldable iPhone as the opening move in a multi-year hardware push, not a one-off launch.

Ternus spent years running Apple’s hardware engineering division before moving into the CEO role. He oversaw the physical design and engineering of the iPhone, Mac, and iPad lines. That background gives him direct credibility on the decisions behind a first-generation foldable device, in a way a finance-focused executive might lack. It also raises the stakes. Early competitors struggled with hinge and durability problems on their folding phones. If Apple’s foldable ships with the same flaws, the criticism lands on the executive who spent over a decade solving exactly those engineering problems.

What’s expected to launch on September 9

Analysts expect three new iPhone models. That includes the rumored foldable device and updated iPhone 18 Pro variants, plus two new Apple Watch models. Reporting also points to a redesigned Apple TV box and HomePod mini hardware alongside the smart home hub preview. Apple has not officially confirmed any of these products. The company’s own invitations have not detailed specific products, consistent with its usual pre-launch practice.

The foldable iPhone question

Apple resisted the foldable phone category for years while competitors shipped multiple generations of folding devices. A first-generation Apple foldable arrives well after rivals worked through early design problems like screen creasing and hinge durability. That timing could let Apple learn from competitors’ mistakes. Whether that translates into a device that justifies its expected premium price is the open question analysts are watching for on September 9.

What happens after the keynote

When new iPhone models are announced, Apple has historically opened pre-orders within days. Shipping usually begins within two weeks of the keynote. Analysts will watch initial demand signals, especially for any foldable device. That gives an early read on whether Ternus’s first major product bet pays off. Apple’s fiscal Q4 earnings call, typically held in late October, will offer the first hard sales data tied to the launch.

Apple has not commented publicly on any of the rumored products ahead of the keynote. That silence is consistent with its long-standing practice of staying quiet until the stage presentation itself. It leaves outlets like Bloomberg, CNBC, and MacRumors to piece together expectations from supplier relationships and past product cycles, rather than official confirmation. The gap between rumor and confirmation is part of why September 9 matters. It is the first moment analysts, investors, and competitors get a verified account of what Ternus’s Apple actually built, rather than an assembled forecast.

Competitors will also be watching closely. Samsung and other foldable-phone makers have had the category largely to themselves for several product generations, and Apple’s entry could reshape how the broader smartphone market prices and markets folding devices. A strong Apple debut could validate the category for consumers who have been skeptical of folding phones, while a lukewarm reception could reinforce the view that folding screens remain a niche feature rather than the smartphone industry’s next major shift.

Frequently asked questions

When is Apple’s September 2026 event?
September 9, 2026, at 10am Pacific Time (1pm Eastern), streamed on Apple’s website, the Apple TV app, and YouTube.

Is this John Ternus’s first Apple keynote?
Yes. Ternus became Apple’s CEO on September 1, 2026, succeeding Tim Cook, and this event is his first major product launch in the role.

Will Apple launch a foldable iPhone?
It’s widely rumored but not officially confirmed. Reports point to Apple’s first foldable device debuting alongside iPhone 18 Pro updates.

What else might Apple announce?
Rumors point to new Apple Watch models, redesigned AirPods, and a new Apple TV box. A HomePod mini refresh and a preview of a smart home hub with a full display may also appear.

When would new iPhones ship?
Based on Apple’s past pattern, pre-orders typically open within days of the keynote and shipping begins within about two weeks.

Related coverage

• For Apple’s other major 2026 headline, see our report on the £2 billion UK antitrust lawsuit against Apple.
• For another major consumer tech legal story, read our coverage of the Sony PlayStation Store lawsuit.

Sources

• Bloomberg — What to Expect at Sept. 9 Apple Event. bloomberg.com
• CNBC — Apple sets iPhone launch event for Sept. 9, first under new CEO John Ternus. cnbc.com
• MacDailyNews — Apple’s Ternus era begins September 9th. macdailynews.com