Apple’s 2026 September event is shaping up to be a significant moment for the tech giant, as it prepares to introduce its first foldable iPhone under new CEO John Ternus. The annual hardware launch, traditionally focused on iPhone updates, now carries added weight with a leadership transition and a bold expansion into a new product category.
When is the Apple event? Apple’s “Surprise and shine” event is scheduled for Wednesday, September 9, 2026, at 10 a.m. Pacific / 1 p.m. Eastern. The presentation will be streamed from Apple Park, giving viewers around the world a chance to follow the announcements live.
How to watch: The event will be available through Apple’s official website, the Apple TV app, and YouTube Live. Viewers can visit Apple’s event page before the keynote to access the stream.
The event will be the first major product launch under John Ternus, who became Apple CEO on September 1, succeeding Tim Cook. Leadership transitions at Apple rarely go unnoticed, and Ternus’s first keynote will offer an early look at how he intends to present the company’s next generation of products.
The foldable iPhone is expected to be one of the event’s biggest announcements. While Apple has not yet confirmed the device’s final name, specifications, or pricing, reports suggest it could introduce a book-style design that opens into a larger display. Its debut would mark Apple’s entry into a category that competitors such as Samsung and Huawei have been developing for years.
Apple’s approach to foldable technology will be closely watched, particularly in areas such as display durability, hinge design, software optimization, and the transition between phone and tablet-style experiences. The company’s ability to integrate the new form factor with iOS and its wider ecosystem could become a key differentiator.
The event is also expected to feature the iPhone 18 Pro and Pro Max, potentially bringing improvements to cameras, processing performance, battery efficiency, and other premium features. However, the final product lineup and specifications will not be confirmed until Apple makes its official announcements.
Strategically, the launch could reveal how Apple balances innovation with its hallmark reliability and ecosystem strength. The new CEO’s approach to product launches and market positioning will be closely watched as investors and industry analysts look for signs of how Apple intends to sustain growth in a competitive smartphone market.
What to watch next includes the foldable iPhone’s official name, pricing, availability, and software capabilities, along with any broader signals from Ternus about Apple’s product strategy. The September 9 event may set the tone for Apple’s next chapter, blending leadership change with a fresh take on device form factors.
