Apple is holding its iPhone launch event on September 9
Apple has scheduled its next product launch event for September 9, where it is expected to introduce new iPhone models and potentially a foldable device. This event will also mark the first major presentation under incoming CEO John Ternus.
Why it matters
The event is a significant milestone for Apple, representing both a major hardware update cycle and a leadership transition at the world's most valuable tech company.
Apple announced on Wednesday that its next launch event is taking place on September 9, with a “Surprise and Shine” tagline.
The event is expected to be a notable one, as Apple is rumored to unveil its long-awaited foldable iPhone. It’ll also be the first Apple event with John Ternus as CEO. Ternus is scheduled to take the reins of the tech giant from Tim Cook on September 1.
Apple is expected to announce the new iPhone 18 Pro and iPhone 18 Pro Max, but the two models are rumored to be relatively iterative upgrades rather than a major redesign. Reports have indicated that the company won’t be announcing the standard iPhone 18 until next year .
The tech giant is also expected to introduce the Apple Watch Series 12 and Apple Watch Ultra, alongside new smart home devices.
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