Apple Event September 9: Foldable iPhone and New CEO

Apple’s September 9 event is expected to be one of the company’s most significant product showcases in years, with reports pointing to a potential first-generation foldable iPhone, new iPhone 18 Pro models, updated Apple Watch devices and several AI-focused upgrades.

The event, reportedly scheduled to take place at Apple’s headquarters in Cupertino, California, comes at a particularly important moment for the technology giant. Alongside its new product lineup, the event is expected to mark the beginning of a new leadership era, with John Ternus reportedly taking over as Apple CEO after Tim Cook stepped down on August 31.

While Apple has not officially confirmed all the products and specifications reportedly associated with the event, expectations are high among consumers and investors.

Foldable iPhone Could Be Apple’s Biggest Announcement

The most anticipated product could be Apple’s first foldable iPhone, reportedly referred to as the iPhone Ultra.

The foldable handset is expected to adopt a book-style design and could reportedly approach the size of a passport when folded. If launched, it would mark Apple’s entry into an increasingly competitive premium foldable smartphone market.

Reported specifications include an A20 Pro chip, Apple’s in-house C2 modem, regular and ultrawide-angle cameras, split-view multitasking and an advanced hinge mechanism.

One of the key design goals is reportedly a less noticeable display crease compared with some existing foldable smartphones, including Samsung’s Galaxy Z Fold series.

The rumored device could be offered in dark and light colour options and may carry a premium price tag of more than $2,000, although Apple has not confirmed its name, specifications or pricing.

Apple Faces Growing Foldable Phone Competition

Apple’s reported move into foldable smartphones comes as competitors continue to expand their presence in the category.

Huawei and Xiaomi recently unveiled new foldable smartphones positioned at the premium end of the market, while Samsung has continued to develop its Galaxy Z Fold lineup.

The high prices of these devices highlight the premium positioning Apple could adopt if it launches a foldable iPhone.

For Apple, however, the challenge will not simply be entering the foldable market. The company will need to demonstrate that its hardware, software integration and multitasking experience offer a meaningful advantage over established competitors.

iPhone 18 Pro and Pro Max Could Get Major Internal Upgrades

The iPhone 18 Pro and iPhone 18 Pro Max are also expected to feature prominently at the Apple event.

Externally, the upcoming Pro models could retain a design language similar to previous-generation iPhones, while new colour options may provide a visual refresh.

Under the hood, the smartphones are reportedly expected to feature the A20 Pro processor and Apple’s C2 modem.

Improved battery performance could also be among the upgrades, while enhanced vapour-chamber cooling is reportedly being considered to help manage heat during demanding tasks.

With artificial intelligence becoming increasingly important to smartphone users, Apple’s processor and thermal improvements could be particularly relevant for on-device AI workloads.

Apple Watch Series 12 and Ultra 4 Could Bring New Features

Apple could also introduce new smartwatch models at the event, including the Apple Watch Series 12 and Apple Watch Ultra 4.

The Series 12 is reportedly expected to receive new colour choices and ceramic case options, while both product lines could receive hardware and software improvements.

Another anticipated development is a continuous heart-rate monitoring capability, although exact functionality and availability remain subject to Apple’s official announcement.

Updated internal hardware could also help Apple’s devices handle more AI-powered features.

Siri AI Could Become a Bigger Part of Apple’s Ecosystem

Artificial intelligence is expected to be another major theme of Apple’s product strategy.

The company has been working to expand Apple Intelligence and upgrade Siri with more advanced AI capabilities. New internal components across Apple’s product portfolio could help support these features.

Reports suggest that Siri AI could become more deeply integrated across devices, potentially allowing Apple’s ecosystem to deliver more personalised and context-aware experiences.

This will be closely watched because Apple’s AI rollout has faced criticism for moving more slowly than some competing technology companies.

AirPods, Apple TV and HomePod Could Also Get AI Upgrades

The September 9 event could extend beyond smartphones and watches.

Apple is reportedly expected to introduce AirPods 5, potentially with both standard and noise-cancelling variants.

The Apple TV set-top box could also receive a faster processor and reportedly gain Siri AI capabilities for the first time.

Similarly, a faster chip in the HomePod mini could help enable new Siri-powered functionality.

These updates would further demonstrate Apple’s attempt to make AI a platform-wide experience rather than limiting it to iPhones and Macs.

iPad Mini and MacBook OLED Upgrades Could Be Coming

Apple could also refresh some of its larger-screen devices.

The iPad mini is reportedly expected to move to an OLED display, potentially bringing improved contrast, deeper blacks and better overall display quality.

MacBooks could also eventually receive OLED displays and potentially touchscreens. Reports suggest that 14-inch and 16-inch models could be part of Apple’s future plans.

The move toward OLED and touch-enabled MacBooks would represent a significant evolution for Apple’s laptop lineup.

Apple Home Hub Could Launch Later

Beyond the products expected at the September event, Apple is reportedly developing a dedicated home hub.

The device could feature a roughly 7-inch square display, Siri AI integration and facial-recognition capabilities designed to deliver personalised information and content.

Such a product could give Apple a stronger presence in the smart-home market while connecting services and devices through a central interface.

John Ternus Set to Begin Apple CEO Era

Perhaps the biggest change at Apple is not a product but its leadership.

John Ternus is expected to take centre stage as Apple’s new CEO following Tim Cook’s departure from the role on August 31.

Ternus, who has played a significant role in Apple’s hardware organisation, faces the difficult task of maintaining the company’s growth trajectory while navigating a rapidly changing technology industry.

Cook is expected to remain connected to Apple, although reports have suggested he could attend the September 9 event as a spectator rather than host it.

Challenges Await Apple’s New CEO

Ternus will inherit several major challenges.

Rising chip costs could increase manufacturing expenses and potentially put upward pressure on device prices. Apple also continues to face supply-chain uncertainty amid geopolitical tensions and calls for greater production within the United States.

Artificial intelligence represents another major challenge.

While Apple has introduced Apple Intelligence, the company’s AI development has generally been viewed as more cautious than that of competitors. Turning Siri into a genuinely competitive AI assistant could therefore become a key priority for Ternus.

At the same time, Ternus will be expected to maintain Apple’s reputation for strong financial performance and shareholder returns.

Apple’s Remarkable Growth Under Tim Cook

Tim Cook’s tenure transformed Apple into one of the world’s most valuable companies.

According to the figures provided, Apple delivered approximately 24% annualised returns to shareholders during Cook’s 15-year tenure. The company’s market capitalisation reportedly grew from around $356 billion in August 2011 to $4.67 trillion in September 2026.

That growth has created an extremely high benchmark for Apple’s next CEO.

Ternus will therefore need to balance innovation with the operational discipline and financial stability that characterised much of the Cook era.

Apple Event 2026: What to Expect

The September 9 Apple event could represent more than another annual iPhone refresh. If the reported products arrive, it could mark a significant shift in Apple’s hardware strategy.

The potential foldable iPhone, iPhone 18 Pro lineup, upgraded Apple Watches and broader Siri AI integration could give Apple several major announcements to showcase.

At the same time, the event will introduce the industry to Apple’s new CEO, making it an important test of how John Ternus intends to lead the company into its next chapter.

For now, the reported product lineup, specifications and pricing should be treated as expectations or leaks until Apple officially confirms them.