Apple (AAPL) Sets iPhone Launch Event. The First Under New CEO John Ternus

Apple is holding its September 2026 launch event today, September 9, featuring a livestream where the public will see the new iPhone 18. This specific keynote, titled 'Surprise and shine,' marks the first major product launch under the leadership of new CEO John Ternus. According to reports from CNET and Engadget, the event is expected to unveil several new products, including the iPhone 18 Pro, the Apple Watch 12, and the company's first foldable iPhone. The transition in leadership and the introduction of a new hardware form factor are the central pillars of the day's proceedings. Coverage from Mashable, TechCrunch, and WIRED focuses heavily on how to access the livestream and watch the announcements in real-time.

Engadget and CNET are specifically highlighting the potential reveal of a foldable iPhone Ultra. Meanwhile, the Financial Times reports that Apple is relying on AI capabilities to serve as a primary driver for the sales of this new foldable phone. Other outlets, such as Macworld and GSMArena, have reported on leaked video evidence suggesting the iPhone 18 Pro and Pro Max will be available in new Blue and Dark Cherry color options. Contextual reports indicate that the launch is arriving amid several challenges and controversies. AppleInsider reports that Apple had planned for an iPhone Ultra priced at $1,999, but a RAM crisis impacted those plans.

Additionally, The Verge has raised questions regarding why the iPhone is expected to become more expensive. Beyond pricing and supply chain issues, Creative Bloq notes that some individuals have expressed concerns that the specific design of the folding iPhone could present a brand new health risk, adding a layer of scrutiny to the new hardware. Observers are now watching for the official confirmation of the foldable iPhone Ultra, following Macworld's claim that they discovered the keynote script for the device. The market is also waiting to see if the leaked color options for the iPhone 18 Pro series are officially validated. As the 'Surprise and shine' event unfolds, the primary focus remains on whether the new AI capabilities mentioned by the Financial Times will be integrated into the foldable hardware and how CEO John Ternus will navigate these initial product reveals.