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Apple announces September 9 event for foldable iPhone launch
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Apple announces September 9 event for foldable iPhone launch

Aug 26, 2026

Apple Inc. has announced a major product launch event for September 9, 2026, at its Cupertino headquarters, marking the first event under incoming CEO John Ternus, who succeeds Tim Cook on September 1, 2026. Analysts expect Apple to debut its first foldable iPhone, which research firm IDC predicts will ship over 10 million units in its first year and revitalize the folding phone market. The event is also expected to feature new Apple Watches, Siri AI, and recently announced Mac models.

September 9 Apple launch event

  • ▪Media invitations sent by Apple Inc. for the September 9, 2026, event feature a glowing Apple logo and the tagline "Surprise and shine."
  • ▪The Apple Inc. launch event on September 9, 2026, is scheduled to begin at 10 a.m. Pacific time
  • ▪Apple Inc. announced on August 26, 2026, that it will hold a product launch event at its headquarters in Cupertino, California, on September 9, 2026

John Ternus CEO transition

  • ▪The September 9, 2026, product launch event will be the first under Apple Inc.'s new Chief Executive Officer, John Ternus
  • ▪Tim Cook is stepping down as Apple Inc. Chief Executive Officer to become the company's executive chairman on September 1, 2026

Foldable iPhone market impact

  • ▪Market research firm IDC predicts that Apple Inc.'s anticipated foldable iPhone will deliver more than 10 million shipments in its first year
  • ▪Market research firm IDC predicts that the launch of Apple Inc.'s foldable iPhone will rescue the foldable smartphone market segment from decline

New product lineup announcements

  • ▪Analysts expect Apple Inc. to launch new Apple Watches alongside new iPhones at the September 9, 2026, event
  • ▪Apple Inc. announced new Mac Mini and Mac Studio models that are scheduled to ship on September 22, 2026
  • ▪Apple Inc. plans to launch a new version of its virtual assistant called Siri AI, which uses modern large language model technology to interact with apps like messaging and calendars
  • ▪Analysts expect Apple Inc. to launch its first folding smartphone at the September 9, 2026, product event

3 sources

CNBC
Apple sets iPhone launch event for Sept. 9, first under new CEO John Ternus
View source article
Bloomberg
Apple to Ship 10 Million Foldable iPhones in Year One, IDC Says
View source article
Bloomberg
Apple to Hold Sept. 9 Foldable iPhone Launch to Start Ternus Era
View source article

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