Apple announces September 9 event, calls it ‘Surprise and Shine’
Apple has officially scheduled its highly anticipated iPhone event for September ninth, a significant moment as John Ternus will deliver his inaugural keynote as the new CEO. The event will potentially showcase the iPhone 18 Pro and Pro Max, along...
By Dhruv Mohan, ET Online |
Apple iPhone 18 launch event announced
Apple has officially set September 9 for its biggest iPhone launch in years. The event will also mark John Ternus's first keynote as CEO.
Apple has officially announced its September iPhone event, ending weeks of speculation around the date. The event will take place on Wednesday, September 9 at Apple Park, with the company calling it “Surprise and Shine.”
The timing is significant beyond the hardware. Tim Cook steps down as Apple CEO on August 31, with John Ternus taking over on September 1.
That makes this the first iPhone keynote of the post-Cook era and Ternus's first major appearance as CEO.
Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max, alongside its first foldable iPhone, reportedly called the iPhone Ultra.
The company is also expected to introduce new Apple Watch models and AirPods. There have also been reports of AirPods with built-in cameras that could feed visual information to Apple's AI, although it remains unclear whether those will make the September event.
The standard iPhone 18, iPhone 18e and iPhone Air 2 are reportedly being pushed to spring 2027, meaning September could be an unusually premium-focused iPhone event.
For India, that could make the festive-season lineup particularly interesting, with the new premium models carrying the spotlight while the existing iPhone 17 range continues to serve the broader market.
And then there is the foldable.
If the reports are accurate, this will be Apple's first entry into a category that Samsung, Google and others have been building for years.
For Ternus, it is a particularly important first impression. He has spent years leading Apple's hardware engineering organisation. Now, his first iPhone event will put that product and engineering background directly under the spotlight.
Apple's September 9 event begins at 10 a.m. PT.
The countdown to the post-Cook Apple era has officially begun.
Apple has officially announced its September iPhone event, ending weeks of speculation around the date. The event will take place on Wednesday, September 9 at Apple Park, with the company calling it “Surprise and Shine.”
The timing is significant beyond the hardware. Tim Cook steps down as Apple CEO on August 31, with John Ternus taking over on September 1.
That makes this the first iPhone keynote of the post-Cook era and Ternus's first major appearance as CEO.
What is expected
This could be one of Apple's biggest iPhone launches in years.Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max, alongside its first foldable iPhone, reportedly called the iPhone Ultra.
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The company is also expected to introduce new Apple Watch models and AirPods. There have also been reports of AirPods with built-in cameras that could feed visual information to Apple's AI, although it remains unclear whether those will make the September event.
The standard iPhone 18, iPhone 18e and iPhone Air 2 are reportedly being pushed to spring 2027, meaning September could be an unusually premium-focused iPhone event.
For India, that could make the festive-season lineup particularly interesting, with the new premium models carrying the spotlight while the existing iPhone 17 range continues to serve the broader market.
And then there is the foldable.
ADVERTISEMENT
If the reports are accurate, this will be Apple's first entry into a category that Samsung, Google and others have been building for years.
For Ternus, it is a particularly important first impression. He has spent years leading Apple's hardware engineering organisation. Now, his first iPhone event will put that product and engineering background directly under the spotlight.
ADVERTISEMENT
Apple's September 9 event begins at 10 a.m. PT.
The countdown to the post-Cook Apple era has officially begun.
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