Apple on Wednesday sent invitations to a September 9 launch event at the Steve Jobs Theater, using the tagline “Surprise and shine.” The event, which will be livestreamed at 1PM ET, is expected to be the company’s first major product launch under incoming CEO John Ternus and could finally bring the long-rumored foldable iPhone to the stage.
The September event is shaping up as one of Apple’s most significant in years. Analysts widely expect the company to announce its first folding iPhone, alongside new iPhone 18 Pro models, a possible iPhone Ultra, and updated Apple Watches. Apple has not confirmed any of these products, but reports and apparent dummy units have pointed to a foldable with a wide form factor similar to Samsung’s Galaxy Z Fold 8.
The invitations, reported by The Verge and others, confirm the event will take place at Apple Park’s Steve Jobs Theater on September 9 at 1PM ET, with a livestream on Apple’s website. The tagline “Surprise and shine” has fueled speculation that Apple may use the occasion to mark a major design departure from the traditional iPhone look.
The event will also be the first under John Ternus, who is scheduled to succeed Tim Cook as CEO on September 1. Ternus has been with Apple for more than two decades and has overseen hardware engineering, but the September keynote will be his first opportunity to set a public tone as the company’s leader.
A foldable iPhone would be the biggest single change to the product’s appearance since the original iPhone was introduced, according to Bloomberg’s Mark Gurman, writing in the Sydney Morning Herald and other outlets. The timing is notable as the iPhone nears the 20th anniversary of its introduction. Industry observers have long speculated that Apple was working on a foldable device, but production challenges and design delays have repeatedly pushed back the launch.
While the event invitation does not mention the foldable by name, the company’s choice of tagline and the timing of the announcement have led most analysts to expect it to be the centerpiece. The Verge reported that a photo of an apparent dummy unit suggests Apple has opted for a wide form factor, a design language that mirrors Samsung’s approach rather than a clamshell-style foldable.
As with past Apple events, viewers can watch the keynote directly from Apple’s website without needing special hardware or an app. The company has not yet said when products would be available for preorder, but September event announcements typically lead to shipments in late September or early October.
For now, Apple is keeping details under wraps. The “Surprise and shine” tagline, however, signals that the company is preparing to show something it believes is worth the wait — and with a new CEO in place, the event will be watched closely as a statement of Apple’s direction for the next decade.
Analysis
Why This Matters
- The event is the first major product showcase under incoming CEO John Ternus, offering an early signal of his strategy after Tim Cook’s long tenure.
- A foldable iPhone would be the most dramatic redesign of Apple’s signature product in nearly 20 years and could intensify competition with Samsung in the premium foldable segment.
- The expected debut of iPhone 18 Pro and a possible iPhone Ultra tier will be closely watched for pricing, availability, and whether Apple can spark a new upgrade cycle.
Background
Apple’s September keynote has been the company’s traditional stage for new iPhones since 2012, when it moved the event to its then-new campus. The invitation alone rarely reveals much, but the “Surprise and shine” tagline has been interpreted as a hint at a flashy, design-led announcement.
Rumors of a foldable iPhone have circulated for years, with multiple reports citing technical hurdles around hinges, display durability, and production yield. The recent appearance of a dummy unit, reported by The Verge, suggests Apple has settled on a wide form factor similar to the Galaxy Z Fold 8, rather than a small clamshell design. The timing also aligns with the iPhone’s 20th anniversary, giving Apple a narrative hook for its biggest product change since the original model.
Leadership is also changing. John Ternus, previously Apple’s head of hardware engineering, takes over as CEO on September 1. This event will be his first public keynote in that role, adding an extra layer of significance to what is already a major product launch.
Key Perspectives
Apple: The company has not confirmed the foldable, but its event tagline and timing suggest it wants to emphasize innovation and a fresh start under new leadership. A polished, visually striking reveal would reinforce Apple’s positioning as a premium hardware maker.
Analysts and investors: Wall Street expects new iPhones, a foldable, and updated Apple Watches to drive demand. The key questions are pricing, battery life, and whether Apple can produce enough units to avoid the supply shortages that have plagued past launches.
Skeptics and competitors: Foldable phones remain a relatively niche category, and rivals such as Samsung are already on their eighth-generation foldable. Skeptics argue Apple is entering late and will need to justify a high price with meaningful durability and software advantages. The risk is that the foldable is seen as an incremental experiment rather than a must-have product.
What to Watch
- Whether Apple explicitly names and prices the foldable iPhone, and when it says the device will go on sale.
- How prominently John Ternus features in the presentation and what tone he sets for his tenure.
- Any signs of supply constraints or delayed availability, which have affected recent Apple product launches.
- Whether a separate “iPhone Ultra” tier is announced, which could signal a new premium pricing strategy.