Apple sets September 9 iPhone event under new CEO Ternus
Apple will host its next iPhone launch on September 9, 2026—the first major event under incoming CEO John Ternus, who takes the helm on September 1 as Tim Cook becomes executive chairman. The company is expected to unveil its newest iPhone series, including the Apple iPhone Pro Max, and may debut its long-awaited foldable phone.
Key Takeaways
- Apple set September 9 for its fall launch event, marking John Ternus's first major showcase as CEO.
- Analysts expect a foldable iPhone with a screen similar in size to an iPad mini, plus iPhone 18 Pro and Pro Max updates.
- IDC forecasts Apple will ship more than 17 million foldable iPhones by 2027 as the category grows 12.6% this year.
- September may also bring Apple Watch Series 12, AirPods 5, and iOS 27; iPad mini 8 and Mac updates could follow in October.
- Supply-chain shortages and memory-chip costs may push prices higher across Apple's hardware lineup.
What will Apple announce on September 9?
Reuters reports that Apple (AAPL) will use the September 9 event to unveil its newest iPhone series. AppleInsider adds that only Pro-tier models—the iPhone 18 Pro and iPhone 18 Pro Max—are slated for September, after Apple split launches so standard models arrive in early 2028.
The same event is widely expected to introduce Apple's first foldable iPhone, sometimes called the iPhone Fold or iPhone Ultra. Samsung currently dominates the niche foldable market, but Apple's entry could accelerate mainstream adoption. For more launch-season coverage, see our Streaming & TV Alerts hub.
Why does the foldable iPhone matter for Apple?
Analysts quoted by Reuters say the foldable is a crucial landmark, with high-end devices driving higher selling prices and margin growth. IDC expects Apple to ship more than 17 million foldable iPhones by 2027 and predicts foldable shipments will jump 12.6% this year even as global smartphone shipments face a record 16.7% decline.
AppleInsider describes a dual-screen design: a 7.8-inch folding internal display with a possible under-display camera, plus a 5.3-inch external screen. Two 48MP rear cameras, the A20 Pro chip, and 12GB of memory are rumored. Pricing was previously estimated between $2,000 and $2,500, though the ongoing memory crisis could push costs higher.
What should we expect from the Apple iPhone Pro Max?
AppleInsider characterizes the iPhone 18 Pro Max as a spec-bump update built around the 2-nanometer A20 Pro chip, with packaging changes aimed at cooler, longer-lasting performance. The C2 modem and hints of under-display Face ID are also on the radar.
The Pro Max camera lineup may gain a variable-aperture sensor to help users control focal range and create a real bokeh effect. Rumors also point to a dark cherry colorway and price increases—potentially up to $300 above iPhone 17 Pro models—as Apple offsets soaring component costs.
Could Apple learn from Samsung's foldable phones?
Yahoo Tech notes that if Apple reveals a foldable on September 9, it will be playing catch-up to Samsung, Google, and Motorola. The piece highlights four lessons from Samsung's Galaxy Z Fold 8: flexible "Flex Mode" stand usage, strong app and software compatibility across screen sizes, first-generation build quality and durability, and an experience that feels easy and fun rather than cumbersome.
Ternus's April appointment as CEO was widely seen as a signal that Apple intends to double down on hardware. With memory shortages already lifting Mac and iPad prices and Apple warning of "very significant" supply constraints in July, the September 9 stage sets the tone for his device-first leadership—and for whether the Apple iPhone Pro Max and foldable can reignite upgrade cycles like last year's iPhone 17 lineup did.