Apple Sets September 9 iPhone Launch Under New CEO Ternus
Apple sent invitations Wednesday for a September 9 event tagged 'Surprise and shine.' The company is expected to unveil its first foldable iPhone at the Steve Jobs Theater in Apple Park.
- September 9 is also John Ternus's first major event as Apple CEO.
- The foldable device is rumored to carry the name iPhone Ultra.
- $2,000 or more is the widely cited expected starting price for the foldable.
- Apple is reportedly skipping a base iPhone 18 launch until spring 2027.
Why it matters: A foldable iPhone would be Apple's first entirely new phone form factor in years. It enters a market Samsung has led for roughly seven years.
- The iPhone accounts for roughly half of Apple's total revenue.
- An ongoing memory shortage has already pushed Apple to raise iPad and MacBook prices; analysts expect iPhones to follow.
How 11 sources split on this story
Where they split: Coverage agrees on the event date but splits on whether the leadership transition or the foldable hardware is the bigger story.
Center coverage, 6 sources: The center focuses on the confirmed event logistics and treats the foldable iPhone and the AI ecosystem push as equally significant product stories.
Engadget2hApple Announces September 9 Date For 'Surprise And Shine' iPhone Event
CNET1hHow to Watch Apple’s ‘Surprise and Shine’ Event in September - CNET
Bloomberg1hApple to Ship 10 Million Foldable iPhones in Year One, IDC Says
CNBC1hApple sets iPhone launch event for Sept. 9, first under new CEO John Ternus
Reuters1hApple sets Sept. 9 date for next iPhone launch event
USA Today18mApple announces date for September 2026 'Surprise and shine' eventLeft coverage, 4 sources: The left frames the event primarily as a leadership inflection point, asking whether Ternus can restore Apple's hardware innovation and AI credibility after years of perceived stagnation under Cook.
CNN1h‘Surprise and shine’: Apple to hold first major iPhone launch under new CEO next month
Gizmodo2hApple's Big Fall Event, Where We'll Finally See the Foldable iPhone, Has a Date
TechCrunch52mApple is holding its iPhone launch event on September 9 | TechCrunch
The Verge2hApple announces September iPhone launch eventRight coverage, 1 sources: The right emphasizes Apple's competitive catch-up with Samsung and other foldable makers, framing the launch as a long-overdue entry into an established market category.
What’s next: Ternus formally takes the CEO role from Tim Cook on September 1, eight days before the event.
- iPhone 18, iPhone Air 2, and iPhone 18e are rumored for a separate spring 2027 launch.
- Will the foldable device actually launch in September, or could Apple delay it past the event?
- What will the confirmed price be, and how will it compare to Samsung's Galaxy Z Fold line?
- How will Ternus use the event to define his leadership vision beyond hardware specs?