Apple will hold its iPhone launch event on Sept. 9 at 10 a.m. PT, marking the first major product reveal under newly appointed CEO John Ternus. The company plans to debut the iPhone 18 Pro and Pro Max alongside its first folding phone, the iPhone Ultra, and new Apple Watch models.
Ternus became CEO on Sept. 1, 2026, replacing Tim Cook, who transitioned to executive chairman. The timing places Apple's annual flagship event just over a week after Ternus officially took the role, compressing his window to set direction before one of the company's most watched announcements of the year.
Apple has not detailed specifications for the devices ahead of the Sept. 9 event. The iPhone Ultra marks the company's entry into the foldable phone category, a market Samsung has dominated since 2020 with its Galaxy Z Fold series. The iPhone Ultra will compete on design and integration with Apple's software ecosystem rather than price.
The iPhone 18 Pro and Pro Max will succeed the iPhone 17 generation. Apple typically refreshes its flagship line annually with performance upgrades and camera improvements; the 18 series is expected to follow that pattern, though the company has not released technical details.
Apple also plans to unveil the Apple Watch Series 12 and Apple Watch Ultra 4 at the event. The Ultra line, introduced in 2022, targets users who engage in extreme sports and rugged outdoor activities.
Ternus, who led Apple's hardware engineering division before his appointment to CEO, inherits a company generating over $390 billion in annual revenue. His appointment marked the first time Apple promoted a chief technology officer to chief executive rather than promoting from operations or finance. Cook led the company for 14 years after Steve Jobs' death in 2011.
The Sept. 9 event will require Ternus to command Apple's product narrative on its largest stage. Industry observers will scrutinize both the technical specifications of the foldable iPhone and Ternus's communication style as he presents the devices to investors and media.
If Ternus does not announce the foldable iPhone's pricing and availability on Sept. 9, he will face immediate pressure to clarify whether Apple intends to launch it in 2026 or defer it to 2027.
