Apple will hold a special product event Wednesday, marking the company’s first major launch presentation since John Ternus became chief executive officer on September 1.
The event, carrying the tagline “Surprise and shine,” begins at 10 a.m. Pacific time — noon in Dallas — on September 9. Apple says viewers can watch on Apple.com or through the Apple TV app.
Those details are confirmed. The products are not.
Apple has not officially identified what it will unveil, despite widespread reports predicting new iPhones, Apple Watches, AirPods and the company’s first foldable phone. Specifications, prices and release dates circulating before the presentation remain unconfirmed.
A New CEO Takes the Stage
Wednesday’s event comes eight days after Ternus succeeded Tim Cook. Apple announced in April that Cook would become executive chairman and Ternus, then the company’s senior vice president of Hardware Engineering, would become CEO on September 1.
The board unanimously approved the transition, according to Apple’s announcement. Ternus joined Apple’s product-design team in 2001 and later oversaw hardware engineering work across the iPhone, Mac, iPad, Apple Watch and AirPods product lines.
As The Dallas Express previously reported, Cook’s move ended a 15-year tenure as CEO while keeping him involved as executive chairman. Apple said Cook would assist with certain company matters, including engagement with policymakers around the world.
Wednesday’s presentation will therefore provide an early look at how Apple introduces products under its new chief executive, although the devices expected at the event would have been in development before the leadership transition.
What Industry Reports Predict
MacRumors predicts that Apple will introduce the iPhone 18 Pro and iPhone 18 Pro Max, the Apple Watch Series 12, the Apple Watch Ultra 4 and a book-style foldable iPhone that could be called the iPhone Ultra. The publication says AirPods 5 also could appear.
The publication reports that the rumored foldable device would have an exterior display and open into a larger, tablet-like screen. Apple has not confirmed the device’s existence, name, design or Wednesday debut.
A foldable iPhone would represent a significant expansion of Apple’s handset lineup and place the company more directly into a market already served by rival manufacturers.
The Dallas Express reported in 2024 that Apple was exploring larger foldable devices. Development reports and supply-chain claims, however, do not establish that a product is finished or ready for sale.
How to Watch Wednesday
The presentation begins at noon Central time Wednesday. Viewers can watch through Apple’s events page or the Apple TV app.
Consumers considering an upgrade will receive firmer information once Apple announces final product names, features, prices and release dates. Until then, only the event’s date, time, tagline and streaming options are confirmed by the company.
Provided by Dallas Express
