Apple’s upcoming launch event on September 9 at 10 a.m. PT / 1 p.m. ET is shaping up to be one of the most critical pivots in the company's recent history. Beyond the hardware, this event marks a major leadership milestone: it is the first keynote since the departure of longtime CEO Tim Cook.
The presentation will stream live on Apple's website, YouTube, and the Apple TV app. Here is a breakdown of what to expect from the showcase.
A New Era Under CEO John Ternus
For over a decade, Tim Cook anchored Apple’s product rollouts. With his departure, new CEO John Ternus steps into the spotlight. This event is his first major test in front of a global audience. Observers are keen to see how Ternus's presentation style differs from his predecessor's, and how he will steer Apple's narrative during a period of intense technological transition.
The Rumored $2,000 Foldable iPhone
The headline-grabber of the event is highly anticipated to be Apple's entry into the foldable market. Industry leaks point to the debut of a long-rumored premium foldable iPhone. Designed to compete directly with dominant folding devices in the industry, this premium handset is expected to carry a hefty price tag, with rumors pointing to a starting price of around $2,000.
Why the Base iPhone 18 is Delayed
In a surprising strategy shift, Apple is expected to focus almost exclusively on its top-tier lineup this fall, including the iPhone 18 Pro and Pro Max, the Apple Watch Series 12, and the Apple Watch Ultra 4.
The entry-level base iPhone 18 will reportedly not launch until the spring of 2027. This delay stems from two main factors:
- The Memory Crisis: Ongoing industry-wide component shortages and rising manufacturing costs have constrained availability.
- Premium Push: Apple is intentionally steering consumers toward its high-end products and its rumored new iPhone leasing program.
When spring 2027 arrives, Apple is expected to pair the standard iPhone 18 with a budget-friendly iPhone 18e and a second-generation iPhone Air.
What's Next for Accessories and Software
While new AirPods might appear, those expecting the rumored camera-equipped AirPods Pro—designed to offer AI visual assistance via Siri—may have to wait until late 2026 or 2027. Similarly, new iPads and MacBooks are not on the docket for this event; those are anticipated for dedicated October announcements.
If you are planning to purchase the new hardware, unconfirmed reports suggest preorders will begin on September 12, a day later than usual to avoid falling on September 11. Following that, Apple is expected to release its latest software suites, including iOS 27 and macOS 27, the following week.
