New Apple CEO Ternus calls Sept. 9 event ‘phenomenal’ ahead of foldable iPhone debut

Apple ↘ 2.51% has confirmed its "Surprise and Shine" event for Wednesday, September 9, at the Steve Jobs Theater in Apple Park, where the company is expected to unveil the iPhone 18 Pro, iPhone 18 Pro Max, and its first foldable iPhone in what will be new CEO John Ternus's debut product launch.pcmag+2

Ternus, who officially succeeded Tim Cook as CEO on September 1 after Cook's 15 years at the helm, reportedly described the upcoming event as "phenomenal" in an internal memo to employees. Cook has transitioned to the role of executive chairman of Apple's board.phonearena+2

The Foldable iPhone Takes Center Stage

The marquee announcement is expected to be Apple's long-awaited foldable iPhone, widely referred to as the iPhone Ultra. According to Bloomberg's Mark Gurman in an interview with Tom's Guide, the device will feature a 5.5-inch cover display and a 7.8-inch inner foldable screen, Apple's A20 Pro chip, its in-house C2 modem, MagSafe support, and what Apple describes as a near-creaseless display with a liquid metal hinge.tomsguide+1

Gurman has pushed back against reports of delays. "I would be very surprised if the foldable phone did not come out at the same time as the new Pro phones or very close to it," he said. "This idea of a late October, a November launch, massive delays, supply chain issues — I don't believe to be the case." Still, 9to5Mac has reported the device may ship in September "with very limited availability."forbes

The foldable iPhone is expected to start above $2,000. Apple reportedly told suppliers to prepare for production of 10 million units, and the device could help boost the global foldable market by 20% to 30% in 2026.freeyork+2

iPhone 18 Pro, Apple Watch, and Pricing Concerns

The iPhone 18 Pro and Pro Max will feature the 2nm A20 Pro chip and Apple's C2 modem. The Pro models are expected in sky blue, pure black, and burgundy, according to leaker Fixed Focus Digital. The Wall Street Journal has estimated that rising component costs could push the iPhone 18 Pro's starting price to $1,299, up from $1,099 for its predecessor.cnet+2

The event will also showcase the Apple Watch Series 12 with a new S-class chip, an always-on heart rate sensor, and a ceramic case option not seen since 2019, alongside the Apple Watch Ultra 4, a refreshed Apple TV 4K, and new smart home products including a redesigned HomePod.tomsguide+1

Pre-orders for the new devices are expected to open on Saturday, September 12, with Bloomberg's Gurman reporting the shift from the typical Friday to avoid falling on September 11. The event will stream live at 10 a.m. PT on Apple's website, the Apple TV app, and YouTube.developer.apple+1