---
title: "Apple changes the rules of the game: the first foldable iPhone, iPhone 18 Pro and the era of John Ternus — what will be revealed on September 9"
description: "Apple has confirmed its September 9, 2026 presentation with the slogan “Surprise and shine”: the first foldable iPhone, the iPhone 18 Pro flagships, and the start of the era of the new CEO John Ternus are expected."
date: 2026-08-27T09:21:53.000Z
lang: en
url: https://xab.info/en/posts/apple-september-9-event-first-foldable-iphone-and-john-ternus-era
tags: [apple, foldable-iphone, iphone-18-pro, john-ternus, tim-cook, apple-event-2026]
publisher: "XAB.info"
---

# Apple changes the rules of the game: the first foldable iPhone, iPhone 18 Pro and the era of John Ternus — what will be revealed on September 9

![iPhone 18 Pro renders in four colors: Dark Gray, Silver, Dark Cherry and Light Blue with the new camera on a separate plateau — what Apple will show on September 9](https://xab.info/media/2026/08/27/apple-prezentatsiya-9-sentyabrya-skladnoy-iphone-i-epoha-dzhona-ternusa/apple-prezentatsiya-9-sentyabrya-skladnoy-iphone-i-epoha-dzhona-ternusa-1.webp)

## 🎯 Key Points

- Apple's presentation will take place on September 9, 2026, in Cupertino with the slogan “Surprise and shine.”
- The debut of the first foldable iPhone (iPhone Ultra / Fold) with a ~7.8-inch screen and a price of $2000–2500 is expected.
- The iPhone 18 Pro and 18 Pro Max flagships will feature the 2-nm A20 Pro chip; the base iPhone 18 is postponed to spring 2027.
- From September 1, 2026, John Ternus becomes CEO, while Tim Cook moves to the position of Executive Chairman after 15 years.

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.

[](/en/images/apple-september-9-event-first-foldable-iphone-and-john-ternus-era-2)
### 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.

[](/en/images/apple-september-9-event-first-foldable-iphone-and-john-ternus-era-3)
### 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.

[](/en/images/apple-september-9-event-first-foldable-iphone-and-john-ternus-era-4)
### 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.

## 🔍 Fact-Check Verification

- [Apple prepares its first foldable iPhone for the presentation](https://www.sostav.ru/publication/apple-gotovit-pervyj-skladnoj-iphone-k-prezentatsii-86435.html) - Подтверждает подготовку складного iPhone и дату презентации.
- [Apple will showcase its first foldable iPhone at the September 9 presentation](https://vgtimes.ru/tech-and-hardware/165567-apple-pokazhet-pervyy-skladnoy-iphone-na-prezentacii-9-sentyabrya.html) - Подтверждает дату 9 сентября и анонс складной модели.
- [Apple announced its September presentation, where a foldable iPhone may be presented](https://ukranews.com/news/1171227-apple-anonsirovala-sentyabrskuyu-prezentatsiyu-na-kotoroj-mozhet-byt-predstavlen-skladnoj-iphone) - Подтверждает анонс сентябрьской презентации и возможный складной iPhone.
- [Apple will hold a presentation on September 9 - for the first time under the leadership of the new CEO, ... may be](https://www.playground.ru/misc/news/apple_provedyot_prezentatsiyu_9_sentyabrya_vpervye_pod_rukovodstvom_novogo_gendirektora_mogut_pokazat_skladnoj_iphone-1869849) - Подтверждает дату и смену генерального директора на Джона Тернуса.

## ❓ FAQ

### Q: When will Apple's presentation take place in 2026?
**A:** The presentation will be held on September 9, 2026, at 10:00 local time (20:00 Kyiv/Moscow time) at the Steve Jobs Theater in Cupertino. The slogan is “Surprise and shine.”

### Q: Will Apple showcase a foldable iPhone?
**A:** Yes, according to analysts and leaks, the debut of the first flexible smartphone in a “book” form factor (iPhone Ultra / Fold) with a screen of about 7.8 inches and a price of $2000–2500 is expected.

### Q: Who is the new CEO of Apple?
**A:** From September 1, 2026, John Ternus becomes CEO, while Tim Cook, after 15 years, moves to the position of Executive Chairman of the board of directors.

### Q: When will the new products go on sale?
**A:** Pre-orders are expected on September 11–12, and the first devices will go on sale on September 18, 2026.