Quick Answer: Apple’s September 2026 event, reportedly codenamed “Surprise and shine,” is confirmed for Wednesday, September 9. This is the first Apple keynote led by CEO John Ternus, who officially took over from Tim Cook on September 1, 2026 — ending Cook’s 15-year run atop the company; Cook has since moved into the newly created executive chairman role. The headline products expected are the iPhone 18 Pro, iPhone 18 Pro Max, and Apple’s first foldable iPhone, widely rumoured to be called the iPhone Ultra. The Wall Street Journal now estimates iPhone 18 Pro pricing starting at $1,299, with the Pro Max at $1,399 — increases of $100 and $200 over last year’s models — while carrier leaks out of Egypt and Australia point to the foldable landing somewhere between $2,000 and $2,200 in the US. Notably, there will be no standard iPhone 18 this cycle — that model, along with the iPhone 18e and iPhone Air 2, is being pushed to spring 2027. Here’s everything confirmed and rumoured so far.
If you’ve been searching for Apple’s September 2026 event date, you’re tracking one of the more consequential Apple keynotes in years — not just for the products, but for who’s standing on stage. This is the first iPhone launch of the post-Tim Cook era, arriving at the same time as Apple’s most radical hardware departure in over a decade: its first-ever foldable iPhone. Here’s what’s confirmed, what’s rumoured, and what it all means.
Tim Cook’s CEO Era Has Ended — Ternus Is Now Officially in Charge
As of September 1, 2026, the transition is complete: John Ternus is Apple’s chief executive, and Tim Cook has moved into the newly created executive chairman role. Cook’s final day as CEO was August 31; on his last day, he posted on X to the Apple community: “Sending lots of love to the Apple community on my last day as CEO. My title changes tomorrow, but the love I have for the Apple community never will.” The transition was first announced back on April 20, 2026, with Apple’s board having formally approved the appointment on April 17, three days before the public announcement — following what the company described as “a thoughtful, long-term succession planning process.”
Cook, who took over from Steve Jobs in August 2011, leaves behind a remarkable legacy by almost any financial measure: Apple’s market capitalization grew from roughly $350 billion to as high as $4.6 trillion during his tenure, and the company expanded well beyond hardware into services like Apple TV+, Apple Music, and Apple Pay. Alongside the CEO handover, Apple reshuffled other senior roles: Johny Srouji has taken on an expanded chief hardware officer role covering Ternus’s old hardware-engineering responsibilities (shared with Tom Marieb), Eddy Cue’s services organization has regained oversight of the App Store, and Phil Schiller has stepped back from App Store and Apple-events duties, according to Bloomberg reporting. Arthur Levinson, Apple’s non-executive chairman for the prior 15 years, became lead independent director the same day Ternus joined the board.
Who Is John Ternus?
Ternus, 50, joined Apple’s product design team in 2001 after a brief stint designing virtual-reality headsets at a small firm. He became vice president of Hardware Engineering in 2013 and was promoted to senior vice president in 2021, joining Apple’s executive team at that point. Over his 25-year Apple career, Ternus has been directly involved in the development of the iPad, AirPods, and numerous generations of iPhone, Mac, and Apple Watch hardware — including recent products like the iPhone Air and MacBook Neo, along with Vision Pro.
Unlike Cook, who built his reputation primarily around operations, supply-chain management, and Apple’s services expansion, Ternus is fundamentally a product and engineering leader — notably the same profile Steve Jobs himself came from. Apple’s choice signals a deliberate return to a “product person” running the company, a shift some analysts see as a direct response to the intensifying competitive pressure Apple faces in AI from Google, OpenAI, and Anthropic. Ternus has spent recent years taking on a more public-facing role at Apple keynotes, introducing products like the iPhone Air, and has also been given oversight of Apple’s software and hardware design teams as “executive sponsor” — widely interpreted as deliberate preparation for the CEO transition.
Apple’s September Event: Confirmed for September 9
Apple’s September event — reportedly internally codenamed “Surprise and shine” — is confirmed for Wednesday, September 9, 2026, landing just eight days after Ternus’s first day as CEO. The scheduling follows a consistent pattern: Labor Day falls on Monday, September 7 this year, and Apple has never held its iPhone launch event the day immediately following the holiday. The last time Labor Day fell on September 7 in a non-pandemic year was 2015, and that year’s iPhone event was also held on Wednesday, September 9 — a pattern analysts pointed to directly in advance of this year’s confirmation.
Pre-Orders and Release Date: What to Expect
With the event landing on September 9, pre-orders would typically open the following Friday — but this year presents a scheduling wrinkle. September 11, 2026 marks the 25th anniversary of the September 11 terrorist attacks, and Apple has historically shown sensitivity around this date. In 2015, when a similar calendar conflict arose, Apple pushed pre-orders to Saturday rather than Friday. Following that precedent, pre-orders are widely expected to begin on Saturday, September 12, with devices reaching stores and customers on Friday, September 18, 2026.
The iPhone 18 Pro and Pro Max: Pricing Leaks Firm Up
The iPhone 18 Pro and iPhone 18 Pro Max are the most confident predictions for this event, with Bloomberg’s Mark Gurman reporting Apple is on track to unveil both through its traditional September window. Rumoured upgrades include a comparatively smaller Dynamic Island and an upgraded wide camera with variable aperture, giving users more manual control over lighting and background blur than previous generations.
Pricing leaks have gotten considerably more specific in the days leading up to the event. The Wall Street Journal now estimates the iPhone 18 Pro will start at $1,299, with the Pro Max at $1,399 — increases of $100 and $200, respectively, over the iPhone 17 Pro lineup. That tracks with Bloomberg’s earlier reporting of similar increases. The driver, according to multiple analysts, is memory chip costs: Taiwanese research firm TrendForce reports that memory’s share of the iPhone’s bill of materials rose from around 10% a year ago to approximately 34% in the third quarter of 2026, and is expected to exceed 40% by the first quarter of 2027 — a surge tied to the broader AI-driven memory shortage affecting the entire electronics industry. Analysts believe Apple will absorb part of this cost itself, sacrificing some gross margin rather than passing the full increase on to consumers, to preserve sales volume.
Apple’s First Foldable iPhone: Price Estimates Narrow
The most talked-about product at this event is Apple’s first-ever foldable iPhone, widely reported to be called the iPhone Ultra. Multiple credible sources — including Bloomberg’s Mark Gurman and JPMorgan analysts — expect Apple to unveil the device this September, though commercial availability timing remains genuinely uncertain, with some analysts suggesting the announcement could happen at the keynote while actual shipping slips into the fourth quarter or later.
Carrier-sourced leaks in the days before the event have narrowed the price range considerably. A Vodafone Egypt leak (98,000 Egyptian pounds, converting to roughly $1,928, though local tax structures make direct conversion unreliable) and a separate Vodafone Australia leak (AU$3,699, about $2,666) both point in a similar direction once adjusted for each market’s tax and import structure, while Taiwanese research firm TrendForce has separately estimated a $2,099 minimum US price — about 91% higher than the iPhone 17 Pro Max. Combined with earlier Bloomberg and JPMorgan estimates of $2,000-$2,500, a starting US price somewhere in the $2,000-$2,200 range now looks like the most likely landing zone, though Apple’s actual announcement remains the only way to know for certain.
Reported specifications describe a book-style foldable with an outer display around 5.4 to 5.5 inches and an inner display around 7.8 inches, opening into something close to an iPad mini-sized canvas. Design materials are expected to echo the iPhone Air’s aesthetic, with a titanium border. Apple has reportedly invested years specifically into minimizing the visible crease that affects many existing foldable phones on the market, including Samsung’s recently launched Galaxy Z Fold 8 series.
No Standard iPhone 18 This Year — A Deliberate Strategy Shift
Perhaps the most structurally significant change this cycle: Apple is not releasing a standard iPhone 18 in September 2026. The regular iPhone 18, a lower-cost iPhone 18e, and a second-generation iPhone Air are all being pushed to spring 2027 instead, meaning this September’s event will focus exclusively on Apple’s most expensive, highest-margin devices. Analysts view this as a deliberate move to ease production bottlenecks and manage rising component costs, while concentrating marketing and retail attention on premium models during the critical holiday shopping season.
What Else Might Apple Announce
Beyond iPhones, updated Apple Watch models and new AirPods are expected at the same event. Apple Watch SE is not expected to receive a refresh this cycle. Several other products remain in development but may not make the cut for the September keynote specifically, potentially spilling into an October event instead, a pattern Apple has used before for secondary hardware: an OLED iPad mini, a refreshed 14-inch MacBook Pro with an M6 chip, an M6 iMac, a high-end OLED MacBook Pro with a touchscreen, and new Mac mini and Mac Studio models. A long-rumoured smart home hub — a 7-inch square display with full Siri AI integration for controlling smart home products, viewing photos, and video calls — remains in development but could land in 2026 or slip to early 2027. Refreshes to the Apple TV 4K, HomePod mini, and full-size HomePod are also expected at some point, though not necessarily at the flagship September event given how much time the foldable iPhone reveal alone is likely to consume.
Why This Event Matters More Than Usual
Every iPhone launch draws attention, but this one carries unusually high stakes on two separate fronts simultaneously. It’s Ternus’s first keynote as CEO, arriving just over a week after officially taking the corner office — and it’s happening at exactly the moment Apple is entering genuinely new hardware territory with its first foldable device, priced well above anything the company has sold before. Add in a broader industry backdrop of rising component costs, intensifying AI competition, and regulatory pressure across multiple markets, and this September event is shaping up as a genuine inflection point for how Apple positions itself for the next several years — not just another annual iPhone refresh.
How Ternus’s Leadership Might Change Apple’s Product Direction
Investors and analysts have spent months speculating about what a Ternus-led Apple might look like differently from the Cook era. Cook was fundamentally an operations and supply-chain leader who built out Apple’s services business into a massive, high-margin revenue stream, but he was also frequently criticized for Apple’s comparatively slow moves in generative AI compared to competitors. Ternus, by contrast, is an engineer’s engineer — someone who has spent 25 years directly shaping Apple’s hardware roadmap rather than its business operations or services strategy. Some analysts view this as a deliberate bet that Apple’s next chapter needs to be won on product innovation and hardware differentiation (like the foldable iPhone) rather than services expansion, particularly as competitors close the gap on both hardware and AI capability. Whether Ternus proves equally capable of the external-facing responsibilities Cook handled well — investor relations, regulatory engagement, and geopolitical navigation — remains one of the bigger open questions heading into this transition, since his public track record so far has been almost entirely product-focused rather than tested in those broader executive dimensions.
The Broader Context: Apple’s AI Competitive Pressure
This leadership and product transition isn’t happening in isolation — it’s arriving against a backdrop of genuine competitive urgency. Apple Intelligence, the company’s umbrella brand for on-device generative AI, was announced back at WWDC 2024 but has rolled out more gradually and with less fanfare than rivals’ AI pushes from Google, OpenAI, and Anthropic. A more capable, cross-app-reasoning version of Siri has been a recurring promise that’s taken longer to materialize than some analysts expected. How Ternus positions AI within Apple’s September keynote — whether as a headline feature of the new iPhones or a comparatively smaller mention alongside hardware announcements — will be closely watched as an early signal of how the new CEO plans to address Apple’s AI competitive position relative to hardware innovation, which has always been the company’s traditional strength.
Frequently Asked Questions
When is Apple’s September 2026 event?
Apple’s September event is confirmed for Wednesday, September 9, 2026, following Apple’s established pattern of avoiding events the day after Labor Day, which fell on September 7 this year.
Who replaced Tim Cook as Apple CEO?
John Ternus, formerly Apple’s senior vice president of Hardware Engineering, became CEO effective September 1, 2026. Tim Cook has moved into the newly created role of executive chairman of Apple’s board.
Will there be a standard iPhone 18 this September?
No. Apple is expected to release only the iPhone 18 Pro, iPhone 18 Pro Max, and its first foldable iPhone this cycle. The standard iPhone 18, iPhone 18e, and iPhone Air 2 are expected in spring 2027 instead.
What is Apple’s first foldable iPhone called?
It’s widely rumoured to be called the iPhone Ultra, though Apple has not officially confirmed the name.
How much will the iPhone 18 Pro cost?
The Wall Street Journal estimates the iPhone 18 Pro will start at $1,299 and the Pro Max at $1,399 — increases of $100 and $200 over the iPhone 17 Pro lineup, respectively, driven primarily by rising memory chip costs.
How much will the foldable iPhone cost?
Carrier leaks and analyst estimates now point to a US starting price somewhere between $2,000 and $2,200, based on Vodafone Egypt and Australia pricing leaks and a TrendForce estimate of a $2,099 minimum, positioning it as Apple’s most expensive iPhone ever.
Why are iPhone prices increasing this year?
Analysts point to rising memory chip costs as the primary driver. TrendForce reports memory’s share of the iPhone’s bill of materials rose from about 10% a year ago to roughly 34% in Q3 2026, and is expected to exceed 40% by Q1 2027, amid an industry-wide AI-driven memory shortage.
When will the new iPhones go on sale?
With the event confirmed for September 9, pre-orders are expected Saturday, September 12 (shifted from the usual Friday due to the September 11 anniversary), with retail availability expected on Friday, September 18, 2026.
Final Verdict
Apple’s September 2026 event is shaping up to be one of the most consequential in the company’s recent history, combining a historic leadership transition with its most ambitious hardware bet in years. John Ternus inherits the CEO role at a moment when Apple is simultaneously raising prices, restructuring its release calendar, and entering an entirely new product category with a foldable iPhone priced well beyond anything in its current lineup. Whether Ternus’s engineering-first background translates into the kind of product innovation many industry watchers are hoping for won’t be clear from a single keynote — but this September, more than most, is worth watching closely.
