The tech world holds its breath: Apple has officially confirmed the date of its major autumn event — the new product presentation will take place on Wednesday, September 9, 2026, at 10:00 local time (20:00 Kyiv and Moscow time) at the Steve Jobs Theater on the Apple Park campus in Cupertino. The official slogan of the event is “Surprise and shine,” and, judging by the leaks, it promises not to exaggerate. This will be a turning point in the company's history: for the first time in 15 years, the event will not be opened by Tim Cook, but by the new CEO John Ternus, who officially takes the position of CEO on September 1, 2026.
The main intrigue: the first foldable iPhone takes the stage
According to analysts and supply chain data, the central event of the September release will be the debut of Apple's first flexible smartphone — a device in a “book” form factor, which appears in leaks under the names iPhone Ultra or iPhone Fold. After years of development, the company is finally entering the foldable device segment to compete directly with Samsung's Galaxy Z Fold series. The device is expected to feature an internal screen with a diagonal of about 7.8 inches — comparable to an iPad mini — an innovative hinge with no visible crease, and a premium price tag in the range of $2000–2500. This is an attempt to reverse the global decline in smartphone sales by targeting the high-margin ultra-premium segment.
iPhone 18 Pro flagships and the split of the lineup
In addition to the foldable novelty, Apple will showcase the iPhone 18 Pro and iPhone 18 Pro Max flagships. According to reports from specialized publications, the top-tier monoblocks will feature a new 2-nanometer A20 Pro chip, cameras with variable aperture, a reduced Dynamic Island cutout, and larger batteries. At the same time, the base iPhone 18 model will not appear in September: to shift the focus of attention to the foldable flagship, its release has been postponed to spring 2027. The announcement of the Apple Watch Series 12 smartwatches, the rugged Apple Watch Ultra 4, an updated Apple TV set-top box, and smart home devices with deep integration of the Siri AI artificial intelligence is also expected.
A historic leadership change: the end of the Cook era
The September 2026 event marks the end of a fundamental stage in the company's development. On September 1, 2026, Tim Cook will officially leave the CEO seat and take the position of Executive Chairman of the board of directors. Over 15 years, he turned Apple into a financial superpower with a market capitalization of over $4 trillion, building flawless logistics and services, yet he was often criticized for excessive conservatism and a lack of breakthrough products. His successor, John Ternus — a mechanical engineer who has dedicated 25 years to the company — as Senior Vice President of Hardware Development was behind the architecture of the Apple Silicon processors (M-series chips), the rebirth of the iPad lineup, the release of AirPods, and the top-tier iPhone lines. Appointing an engineer-product person at the head of the corporation symbolizes Apple's return to a focus on bold hardware experiments.
The test of investor trust and what comes next
The launch of the foldable iPhone is Ternus's personal exam: he must prove to Wall Street and brand fans that the company is capable of setting new trends, not just copying competitors' solutions. Pre-orders for the new products are expected on September 11–12, and the first devices will go on sale on September 18. The presentation can be watched in a live stream on Apple's official website, the Apple TV app, and the company's YouTube channel. On September 9, the tech world will see not just new gadgets, but a new Apple philosophy.
