Apple’s September 9 event marks John Ternus’s first keynote as CEO, with a foldable iPhone, iPhone 18 Pro, Apple Watch and smart-home devices expected.
Cupertino, September 9, 2026 — Apple is entering a new leadership era as it prepares to host its much-anticipated “Surprise and Shine” event at the Steve Jobs Theatre in Cupertino. The September 9 keynote marks a significant moment for the technology giant, as it is expected to be the first major product launch led by new CEO John Ternus following his succession of Tim Cook.
Ternus, a longtime Apple hardware executive, brings more than two decades of experience overseeing some of the company’s most important product development efforts. His first keynote is therefore likely to be about more than new devices. It could offer an early indication of how Apple intends to evolve its product strategy under his leadership.
With expectations surrounding a possible foldable iPhone, new Pro models, Apple Watch updates and a renewed push into smart-home products, the event could become one of Apple’s most important launches in years.
Foldable iPhone Could Become the Headline
The biggest potential announcement is expected to be Apple’s first foldable iPhone.
Rumours have suggested that Apple could position the device as an ultra-premium model, potentially using the “Ultra” branding. If unveiled, the foldable iPhone would represent one of the company’s most significant design changes since the iPhone X introduced the modern iPhone era nearly a decade ago.
Apple is unlikely to approach the category simply by adding a folding hinge to an existing smartphone design. Ternus’s background in hardware engineering could result in a more deeply integrated approach involving the chassis, display, processor, modem and other internal components.
The company will also face pressure to demonstrate why consumers should choose an Apple foldable over established competitors that have already spent years developing foldable smartphones.
iPhone 18 Pro and Pro Max Expected to Lead the Premium Lineup
Apple is also expected to introduce the next generation of its premium smartphone lineup, including the iPhone 18 Pro and iPhone 18 Pro Max.
Rather than completely redesigning the devices, Apple could continue refining the established iPhone design. One possible change is a smaller Dynamic Island, allowing the company to make incremental improvements while maintaining the overall identity of the Pro models.
The event could also signal a change in Apple’s traditional iPhone release strategy.
Reports and speculation surrounding the company’s product roadmap suggest that the standard iPhone 18 and the next-generation iPhone Air could arrive later, potentially in spring 2027. If that happens, Apple would effectively be separating its premium iPhone launches from some of its more mainstream models.
Such a strategy could allow Apple to give greater attention to its most expensive products during its traditional September event while creating another major product cycle in the spring.
Apple Watch and AirPods Could Get Updates
The iPhone may dominate the spotlight, but Apple’s wearable ecosystem could also receive new products.
The company is expected to refresh its Apple Watch portfolio, potentially introducing the Apple Watch Series 12 and Apple Watch Ultra 4. Improvements could focus on performance, health-related features, battery efficiency and incremental design refinements.
A refreshed AirPods lineup is another possibility.
Apple’s wearables business has become an important part of its broader hardware ecosystem, helping the company reduce its dependence on the iPhone while strengthening connections between its devices and services.
Smart Home Could Be John Ternus’s Bigger Bet
One of the more interesting areas to watch will be Apple’s smart-home strategy.
The company has long been expected to expand its presence in the home, and the September event could provide a glimpse of that ambition. Possible announcements include a new home hub, an updated Apple TV 4K and a refreshed HomePod mini.
A dedicated home hub could be particularly significant if Apple intends to compete more aggressively with technology companies already offering connected-home ecosystems.
For Ternus, expanding into additional hardware categories could become an important part of his leadership strategy. His career at Apple has involved products across multiple hardware categories, giving him a strong understanding of how the company can combine custom hardware, software and silicon into a unified ecosystem.
Apple Intelligence May Not Be the Main Focus
Despite the growing importance of artificial intelligence, the September keynote is unlikely to become a full-scale AI strategy presentation.
Apple is expected to provide updates on the release schedule for its upcoming software platforms, including iOS 27, iPadOS 27 and macOS Golden Gate.
However, the company’s broader artificial intelligence ambitions — particularly Apple Intelligence and the future of Siri — may receive limited attention compared with hardware announcements.
That doesn’t mean AI is becoming less important for Apple. Instead, the company may choose to dedicate a separate event or future software-focused presentation to its AI roadmap.
A New CEO, A New Direction?
Perhaps the most important aspect of the “Surprise and Shine” event will not be any single product.
It will be John Ternus himself.
Tim Cook’s tenure was closely associated with operational efficiency, supply-chain management, disciplined product development and expanding Apple’s services business. Ternus enters the CEO role with a different professional identity: that of a hardware engineer and product-development leader.
His first keynote could therefore provide early clues about whether Apple will continue Cook’s highly disciplined approach or take greater risks with new product categories.
A foldable iPhone would be an especially powerful signal. It would demonstrate that Apple is willing to enter a category that competitors have already explored while applying its own approach to design, engineering and ecosystem integration.
What to Watch at Apple’s September Event
Apple’s September 9 keynote could ultimately revolve around four major themes:
- Foldable iPhone: Apple’s potential entry into the premium foldable smartphone market.
- iPhone 18 Pro lineup: Continued refinement of Apple’s flagship smartphones.
- Wearables: Possible updates to Apple Watch and AirPods.
- Smart home: New hardware that could strengthen Apple’s position in connected homes.
Beyond the product announcements, investors, developers and Apple customers will be watching for something more subtle: the beginning of the Ternus era.
The products unveiled on stage will matter, but the strategy behind them could matter even more. If Apple combines its traditional operational discipline with a stronger appetite for new categories, the company could be entering a different phase of innovation.
For now, all eyes are on Cupertino as John Ternus prepares to take the stage for his first major product keynote as Apple’s CEO.
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