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Apple’s fall product event is set for September 9 at 10 a.m. PT in Cupertino, California. It will be the first iPhone launch under CEO John Ternus, who officially takes the reins from Tim Cook on September 1.
The event, titled “Surprise and Shine,” is expected to showcase the iPhone 18 Pro and Pro Max alongside Apple’s first foldable device.
A CEO transition years in the making
Tim Cook has led Apple since 2011. Starting September 1, he moves into the role of executive chairman, where he’ll continue shaping strategy without running day-to-day operations.
Ternus, a 25-year Apple veteran, was announced as Cook’s successor on April 20. At 50 years old, Ternus is the same age Cook was when he took the job from Steve Jobs.
Ternus is a mechanical engineer by training who has had his fingerprints on nearly every major hardware product Apple has shipped in the last two decades.
What’s expected on stage
The headline products are the iPhone 18 Pro and iPhone 18 Pro Max, both powered by Apple’s new A20 Pro chip. Reports suggest the devices will feature variable-aperture cameras, a meaningful upgrade for mobile photography that gives users more control over depth of field.
Notably, standard iPhone 18 models are not expected at this event.
The foldable iPhone is widely speculated to carry the name iPhone Ultra, marking Apple’s first entry into a product category that Samsung, Google, and several Chinese manufacturers have been exploring for years.
Pricing could climb. New memory requirements tied to the A20 Pro chip and the engineering complexity of a foldable form factor are expected to push costs upward.
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