Wire flash
TechApple Sets iPhone Launch Event for Sept. 9, First Under New CEO John Ternus
Editorial responsibility
- No named human review is recorded for this page.
- Source reporting is collected, normalized, translated or condensed automatically when needed.
- Automatically published source-backed update
Apple announced a launch event at its Cupertino headquarters on September 9, 2026, with the tagline 'Surprise and shine.' Analysts expect the company to unveil new iPhones and Apple Watches, including its first folding phone. A new version of Siri called Siri AI, using large language model technology, is also anticipated. This will be Apple's first major product launch under incoming CEO John Ternus, as current CEO Tim Cook transitions to executive chairman on September 1. The event follows Apple's announcement of new Mac Mini and Mac Studio models earlier in the week.
Source report
People walk through the Steve Jobs Theater prior to an event at the Apple Park campus in Cupertino, California, on September 12, 2023. Nic Coury | AFP | Getty Images
Apple announced on Wednesday that it is holding a launch event at its headquarters in Cupertino, California, on Sept. 9.
Event Details
- Invites sent to the media include the tagline "Surprise and shine" and a glowing Apple logo.
- The event kicks off at 10 a.m. Pacific time.
Expected Product Launches
Analysts expect the company to launch new iPhones and Apple Watches at the event, including the company's first folding phone. The company announced new Mac Mini and Mac Studio models this week that will ship on Sept. 22.
A new version of Siri, called Siri AI, will also launch. It uses modern large language model technology to allow the assistant to use apps such as messaging and calendars.
Leadership Change
The launch will be Apple's first with CEO John Ternus at the helm. Current Apple CEO Tim Cook is stepping down and will become the company's executive chairman on Sept. 1.
Watch now VIDEO 3:12 03:12 Timm Schulze-Melander on foldable iPhone: ‘Match made in heaven for Apple’ The Exchange
Choose CNBC as your preferred source on Google and never miss a moment from the most trusted name in business news.
Source
US Top News and AnalysisWestern
Part of this Story
Apple’s First Major Product Launch Under New CEO John Ternus on Sept. 9