Apple event expected to deliver foldable iPhone and debut of new CEO John Ternus
Apple's upcoming 'Surprise and Shine' event is expected to feature the company's first foldable iPhone and the debut of new CEO John Ternus. Analysts are watching closely to see how Apple addresses its perceived lag in AI development compared to competitors.
Why it matters
As Apple faces slowing iPhone sales and market pressure regarding AI, this event is critical for the company's future growth and market positioning.
Apple's annual fall product showcase is expected to deliver two firsts: the company's first foldable phone and the debut of new CEO John Ternus, who succeeded longtime leader Tim Cook on Sept. 1.The event, which Apple is dubbing "Surprise and Shine," will start at 1 p.m. ET on Sept. 9 at its Cupertino, California, headquarters. The annual rollout gives the tech giant a chance to feature its newest devices just before they hit the shelves, typically a few days later. Will Apple deliver on AI?Apple has a lot riding on this year's event. Sales of its trademark iPhone have been slowing, given that Americans own about 158 million of them, covering more than half of U.S. adults.
Also covering this story
14 other newsrooms covered this event. We read each version separately.
Eight Years in the Making: Apple's Foldable iPhone Could Restart the Smartphone Upgrade Cycle
Huawei’s $3,000 Mate XT2 Takes Aim at Apple’s Foldable Plans
iPhone 18 launch event on September 9: How, when and where to watch
What We Can Expect From Apple's Sept. 9 Event: Foldable iPhone, iPhone 18 Pro, and More
Apple's $2,000 Foldable iPhone Was 10-Years In The Making
Huawei and Xiaomi are launching new foldable phones days before Apple's event
Huawei launches new foldable smartphone as competition with Xiaomi, Apple heats up
What we expect from the upcoming Apple launch
Why the iPhone is about to get more expensive
Surprise and Shine: All the News From Apple's Sept. 9 Event. iPhone 18 Pro, Foldable Ultra, Apple Watches, More
Xiaomi, Huawei take on Apple’s rumored foldable iPhone
Apple Event 2026 Live: The First Foldable iPhone, iPhone 18 Pro, Apple Watch 12 and More
Dbrand Already Has iPhone Ultra Cases, Spoiling Apple's Surprise
What Will Apple Call Its Foldable iPhone?
Get smarter about the news
Sign up free for a feed built around what you actually care about, Dive Deeper research on any story, and the full text of every article.
Create free accountAlready have an account? Sign in