❯ Apple Sets September 9 Event, New CEO Ternus’s First Keynote

TIME & PLACEApple has sent invitations to a fall event set for September 9 at 10 a.m. Pacific Time at the Steve Jobs Theater on Apple Park, under the tagline “Surprise and shine,” with a visual of a glowing logo circled by a blue halo. This will be John Ternus’s first keynote since taking over as CEO on September 1.

RELEASESThe biggest draw is the first foldable iPhone, reportedly featuring a 7.8-inch inner display and a 5.3-inch outer display, with a projected starting price between $2,000 and $2,500 and no official name yet. The iPhone 18 Pro and Pro Max will be powered by the A20 Pro chip built on a 2-nanometer process; the standard iPhone 18 has already shifted to a spring launch this year. The watch line is expected to update with the Series 12 and Ultra 4.

AIThe new Siri, rebuilt on Google Gemini, was already announced at the June developer conference, supporting on-screen awareness, multi-step cross-app execution, and personal context retrieval. The September event is only responsible for shipping it with iOS 27. What Apple needs to prove to developers is delivery cadence — this capability set has already dragged on for more than a year from announcement to rollout, and there is no room for further delay this time.

▪ SIGNALTernus’s first event is betting on both the foldable and the new Siri — neither can afford to go wrong.