Tuesday 15 September 2026
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Apple’s ‘Surprise and Shine’ Event Set to Debut iPhone 18 Lineup and First Foldable Under New CEO John Ternus

September 9th keynote marks the beginning of a new leadership era as Apple enters the foldable smartphone market

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By LineZotpaper
Published
Read Time2 min
Apple will host its ‘Surprise and shine’ launch event on September 9th at 1PM ET / 10AM PT, where it is expected to announce the first phones in the iPhone 18 lineup, including the company’s first foldable device, the rumoured ‘iPhone Duo’. The event will also be the first major keynote for John Ternus, who became Apple’s CEO on September 1st after taking over from Tim Cook.

The September 9th event, held at Apple’s usual launch venue, is anticipated to be one of the most significant in the company’s recent history. Beyond the iPhone 18 series, reports suggest Apple may unveil a foldable device, internally referred to as the ‘iPhone Duo’, marking the company’s long-awaited entry into the foldable smartphone market. This form factor has been a growing segment among competitors, and Apple’s version is expected to leverage its design and ecosystem strengths.

John Ternus, previously Apple’s head of hardware engineering, will take the stage for the first time as CEO. In his first staff memo, Ternus highlighted upcoming hardware launches, setting expectations for a bold product roadmap. The event is also tipped to include new Apple Watch and AirPods models, and possibly an updated Apple TV or new smart home hardware, though details remain unconfirmed.

Industry observers will be watching closely to see how Ternus’s leadership style and product vision differ from his predecessor. The ‘iPhone Duo’ in particular represents a strategic shift, as Apple has historically been cautious about foldable technology. The event will be livestreamed, and The Verge is providing live coverage.

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Analysis

Why This Matters

  • John Ternus’s first major event as CEO sets the tone for Apple’s product direction under new leadership.
  • The introduction of a foldable iPhone could reshape the competitive dynamics of the premium smartphone market.
  • Other product updates (Apple Watch, AirPods, smart home) may signal Apple’s broader hardware strategy for the coming year.

Background

Apple’s September launch events have traditionally been the stage for new iPhone generations. The company has faced increasing competition from Samsung, Google, and others in the foldable space, which has grown rapidly since 2019. John Ternus, a longtime Apple hardware executive, was appointed CEO effective September 1, 2026, succeeding Tim Cook after a decade-long tenure. The ‘iPhone Duo’ has been rumoured for years, with Apple reportedly working on various foldable prototypes.

Key Perspectives

[Apple]: The company is positioning the event as a showcase of innovation under new leadership, with the foldable phone as a headline product. Ternus’s hardware background suggests a focus on engineering excellence and form factor. [Competitors]: Samsung, Google, and other foldable makers will be watching to see how Apple differentiates its device. Apple’s entry could validate the category further but also intensify competition. [Consumers]: Early adopters and Apple loyalists may be eager for a foldable iPhone, but pricing and durability concerns remain key factors. The broader iPhone 18 lineup will appeal to the mass market.

What to Watch

  • The pricing and availability of the ‘iPhone Duo’ foldable device.
  • Any software or ecosystem features that leverage the foldable form factor.
  • Surprise announcements, such as Apple TV or smart home hardware, that could indicate new product categories.

Sources

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Articles published under the Zotpaper byline are synthesized from multiple source publications by our AI editor and reviewed by our editorial process. Each story combines reporting from credible outlets to give readers a balanced, comprehensive view.

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