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Apple CEO John Ternus teases phenomenal iPhone launch next week
The new chief executive's first major event could feature a foldable iPhone, premium Pro models, and a signal that Apple's hardware-first DNA isn't going anywhere
John Ternus has been Apple’s CEO for exactly eight days, and he’s already making promises. In a memo to employees following his September 1 takeover from Tim Cook, Ternus called the company’s upcoming September 9 launch “a huge launch that’s going to be phenomenal.”
The event, branded “Surprise and Shine,” marks Ternus’s first major product showcase as chief executive. It’s expected to feature iPhone 18 Pro models, a foldable device rumored to be called the iPhone Ultra, and refreshed Apple Watch and AirPods lineups.
A hardware guy running the hardware company
Ternus has been at Apple since 2001, rising through the ranks of hardware engineering before landing the senior vice president role. His 25-year tenure at the company spans the entirety of the iPod era and beyond.
Tim Cook transitioned to the role of executive chairman, a move that keeps his operational fingerprints on the company while handing the product spotlight to someone who has spent his career overseeing Apple’s hardware. The succession was timed to coincide with Apple’s annual fall hardware event.
In his employee memo, Ternus expressed gratitude toward Cook and emphasized what he described as a robust product pipeline.
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What’s actually launching on September 9
The headline attraction is the foldable iPhone, which industry sources expect Apple to brand as the iPhone Ultra. If confirmed, it would represent Apple’s first entry into the foldable smartphone market, a category that Samsung has been cultivating for years with its Galaxy Z Fold and Z Flip lines.
Alongside the foldable, the event is expected to showcase iPhone 18 Pro models. The standard iPhone 18 variants may not appear at all this year, with rumors suggesting those could be pushed to 2027, making this fall’s lineup an exclusively premium affair.
Rounding out the expected announcements are new iterations of the Apple Watch, reportedly the Series 12 and Ultra 4, plus updated AirPods.
What this means for Apple’s trajectory
The decision to potentially delay standard iPhone 18 models until 2027 carries its own risks. Apple’s base-model iPhones have historically served as volume drivers, pulling in buyers who want the latest generation without paying Pro-tier prices.
For investors, the September 9 event functions as a referendum on whether Ternus can maintain Apple’s hardware momentum while navigating the company’s expanding ambitions in artificial intelligence and services. Cook’s Apple was defined by supply chain mastery and services revenue growth.