New CEO John Ternus to debut with the highly anticipated iPhone 18 Pro and foldable iPhone Ultra
Category: Business
Apple is set to make waves in the tech world with its annual iPhone event, scheduled for Wednesday, September 9, 2026, at 10 a.m. PT / 1 p.m. ET at Apple Park. This year’s event, themed "Surprise and shine," marks a notable transition for the company as it introduces a new era under CEO John Ternus, who took the reins from Tim Cook on September 1, 2026. Ternus, previously the senior vice president of hardware engineering, is expected to host the event and showcase a lineup of innovative products.
Apple's event is particularly exciting this year due to its timing: it was pushed to Wednesday to avoid conflicting with Labor Day weekend, a decision that echoes previous years when similar scheduling adjustments were made. This year’s event will likely be memorable, featuring major product launches, including the iPhone 18 Pro and iPhone 18 Pro Max. The base model iPhone 18 is rumored to be absent from this event, potentially launching in spring 2027 alongside the iPhone 18e.
Anticipation is high for the iPhone 18 Pro models, which are expected to retain a design similar to the iPhone 17 Pro series, featuring a smaller Dynamic Island and a 24-megapixel selfie camera. The iPhone 18 Pro Max may introduce a variable aperture lens and a longer 6x zoom capability, enhancing photography experiences for users. Both models will be powered by Apple's new 2nm A20 Pro chip and a C2 modem, promising improved performance and efficiency.
One of the most talked-about features is the iPhone 18 Pro Max's battery, rumored to be between 5,391 mAh and 5,567 mAh, which could potentially allow for over 23 hours of usage on a single charge. This improvement could significantly impact user experience, especially for those who rely heavily on their devices throughout the day. Analysts predict that these new models could see a price increase of $200 to $250 compared to the previous generation, a factor that could influence consumer purchasing decisions.
In addition to the iPhone 18 Pro and Pro Max, the event is expected to feature Apple's first-ever foldable phone, dubbed the iPhone Ultra. This innovative device is anticipated to have a book-style foldable design, similar to the Galaxy Z Fold 8, with a 7.8-inch inner display and a 5.5-inch cover screen. Reports suggest that Apple has managed to create a nearly crease-free display, a challenge that has hindered previous attempts at foldable technology.
The iPhone Ultra is expected to feature the same A20 Pro chipset and C2 modem as the Pro models, but it will reportedly lack Face ID, opting instead for Touch ID integrated into the power button. Camera-wise, the Ultra is said to have two rear lenses—a 48-megapixel wide and ultra-wide lens—and a 24-megapixel selfie camera for both displays. Pricing for the iPhone Ultra is anticipated to be steep, ranging between $2,000 and $2,500, which may limit its immediate availability.
Alongside the new iPhones, Apple is also rumored to introduce the Apple Watch Series 12 and Apple Watch Ultra 4, both of which are expected to have minor design changes but will feature upgraded chipsets and improved health monitoring capabilities. The AirPods 5 are also on the agenda, potentially offering enhanced audio quality and new features, though specific details remain scarce.
Another highlight could be the much-anticipated Apple TV 4K and HomePod Mini. With the last Apple TV 4K released in 2022, an update is long overdue. Rumors suggest it will feature the A17 Pro chip, enhancing performance and connectivity. The HomePod Mini is also expected to receive a chipset upgrade, improving its functionality within the Apple ecosystem.
As the countdown to September 9 continues, excitement builds not just for the new hardware but for the direction Apple will take under Ternus’s leadership. The event will be streamed live on Apple's website and various social media platforms, allowing fans and tech enthusiasts to witness the latest innovations firsthand.
With a range of new products expected, from advanced smartphones to smart home devices, Apple aims to capture the attention of consumers and tech aficionados alike. As always, the company’s ability to blend cutting-edge technology with user-friendly design will be put to the test. The event will likely be a defining moment in Apple’s history, setting the stage for what’s to come in the future.