Apple has sent out invitations for its big fall event on September 9, 2026, bearing the mysterious tagline “surprise and shine.” This marks a monumental moment for the tech giant featuring both a new leadership era and a leap into foldable devices.
A new leader takes the stage
John Ternus, former head of hardware engineering has taken over as Apple’s Chief Executive Officer on September 1, while Tim Cook moves into an executive chairman role.
The September showcase will mark Ternus’s public debut leading the keynote. Analysts at Bank of America noted in a research report that “Ternus could cement Apple’s device dominance in an AI enabled era.”
Entering the foldable phone market
The headline highlight of the presentation will be Apple’s long-rumored foldable smartphone reported as the iPhone Ultra. Featuring a book-style design that opens into a wide display, the hardware attempts to solve common screen creases using liquid metal materials.
Discussing the growing market interest, Samsung Vice President Drew Blackard shared, “I think the more visibility there is on the category, the better.”
High-end tech with luxury pricing
The foldable device is expected to run on a new 2-nanometer processor chip to preserve power and efficiency. Given these advanced components, pricing will lean heavily into the ultra-premium space, starting around $2,300 for the base storage option.
Setting ambitions beyond current gadgets
Transitioning to foldable hardware fits into Apple’s broader goals to revive tech growth. Speaking on the company’s future, Ternus highlighted an ambitious goal to “make things that used to be in the realm of science fiction a reality.”
