Apple Changing of the Guard: John Ternus Becomes CEO and Hypes 'Huge Launch' for September 9 Event
Apple Inc. has officially announced its highly anticipated fall hardware event, scheduled for Wednesday, September 9, 2026, at 10 a.m. PT / 1 p.m. ET at the Steve Jobs Theater. Carrying the tagline "Surprise and shine," the event represents a historic milestone for the company, serving as the formal public debut of newly appointed Chief Executive Officer John Ternus, who officially assumed the helm on September 1, 2026, following Tim Cook's historic 15-year tenure. The event also coincides with Apple's 50th anniversary, signaling a dramatic shift in its hardware roadmap.
The Debut of the Foldable "iPhone Ultra"
The centerpiece of the September event is widely expected to be Apple's first-ever foldable smartphone, rumored to be named the iPhone Ultra (or iPhone Fold). According to supply chain leaks:
- Display Dimensions: The device will feature a book-style folding design, with a ~5.3-inch to 5.5-inch cover display and a ~7.6-inch to 7.8-inch main inner screen.
- Multitasking Software: The upcoming iOS 27 operating system has been specifically tailored for the foldable form factor, introducing iPad-style side-by-side multitasking capabilities to the iPhone for the first time.
- Supply Constraints: Due to the complexity of the ultra-thin folding glass and durable hinge mechanisms, early inventory will be "extremely limited." Leakers indicate that it may take Apple three to five months to manufacture 10 million units, meaning pre-orders (expected to open in late September) will face immediate backlogs.
iPhone 18 Pro Upgrades and a Split Release Cycle
Alongside the foldable Ultra, Apple will unveil the iPhone 18 Pro and iPhone 18 Pro Max. Key upgrades include:
- TSMC 2nm A20 Pro Chip: Built on TSMC's cutting-edge 2-nanometer process node, the A20 Pro will offer massive speed and power efficiency gains over the previous generation.
- Variable Aperture Camera: The Pro Max model is rumored to feature an exclusive variable aperture main camera system, alongside a significantly larger battery capacity.
- A Split Release Cycle: In a major departure from its traditional release pattern, Apple will not launch a standard, base-model iPhone 18 this September. Instead, the company is splitting its release cycle, pushing the standard iPhone 18, the budget-friendly iPhone 18e, and the ultra-slim iPhone Air 2 to a spring release window in March or April 2027. This strategy positions the premium Pro and Ultra foldable models as the sole focus of Apple's critical holiday sales quarter.