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Apple’s annual September spectacle is locked in for September 9, 2026, at 10 a.m. PT, and this one carries more weight than usual. It’s the first major product launch under new CEO John Ternus, who officially took the reins on September 1, giving him roughly a week to settle into the corner office before stepping onto the stage at Steve Jobs Theater.
The lineup is stacked: iPhone 18 Pro, iPhone 18 Pro Max, Apple’s long-rumored first foldable device, and refreshed Apple Watch models. No standard iPhone 18 or iPhone 18 Plus models are expected at this event.
The foldable finally arrives
The device, rumored to carry the name iPhone Ultra, is expected to feature a roughly 7.8-inch inner display and a starting price of $2,000.
iPhone 18 Pro and the 2nm chip
The iPhone 18 Pro and Pro Max models are expected to debut the A20 Pro chip, built on a 2-nanometer process. Moving to 2nm is a meaningful jump in semiconductor manufacturing, offering improvements in power efficiency and transistor density that translate to better battery life and faster performance in a form factor that doesn’t need to get any bigger.
Apple Watch gets its annual refresh
On the wearable side, Apple is expected to introduce the Apple Watch Series 12 and Apple Watch Ultra 4.
What the Ternus era means for Apple
John Ternus, who previously led Apple’s hardware engineering division and has been with Apple for over 25 years, is widely regarded as the architect behind many of Apple’s most successful product transitions, including the shift to Apple silicon in Macs. His elevation follows Tim Cook’s shift to the position of executive chairman after 15 years as CEO.
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