Apple’s ‘Surprise and Shine’ Event: What to Expect from John Ternus’ First Keynote on September 9

On September 9, Apple begins a new chapter. The “Surprise and Shine” event at the Steve Jobs Theater in Cupertino will mark the first product launch under CEO John Ternus, who officially took over from Tim Cook on September 1. As someone who has been building Apple hardware for more than two decades, from the Cinema Display to the iPhone Air, Mr. Ternus is expected to unveil the $4.6 trillion company’s first foldable iPhone.

Foldable, finally

It’s widely believed that the first foldable iPhone will be called “ultra,” and that it will be Apple’s biggest form factor change since the iPhone X ditched the home button in 2017. Given Mr. Ternus’ experience coordinating hardware and chip teams, as seen with the iPhone Air’s tightly integrated body, chip and modem, one might expect the foldable phone to rely heavily on custom engineering rather than a simple hinges-and-glass exercise.

Pro line update

Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max at the same time. These are two tried-and-true options in the iPhone lineup, so expect design continuity rather than reinvention with some minor changes such as a smaller Dynamic Island. Additionally, the standard iPhone 18 and the next-generation iPhone Air could be pushed back to spring 2027, suggesting Apple may be splitting its iPhone release cycle for the first time in years. This will mean premium hardware in September and affordable models later.

Watches, headphones and smart home

Expect updated Apple Watch Series 12 and Watch Ultra 4 models, and possibly an updated line of AirPods. A bigger surprise could be on the smart home front, as rumors point to a long-awaited home hub, a new Apple TV 4K, and an updated HomePod mini. These are the products Mr Ternus is believed to be personally interested in expanding as he seeks to build a product line beyond the iPhone, much like what he did with AirPods and iPads early in his career.

Software dates, not software drama

Don’t expect a deep dive into Apple Intelligence or Siri here, as this event is traditionally focused on hardware and release windows. Apple will likely confirm the launch dates for iOS 27, iPadOS 27, and macOS Golden Gate, but tougher questions about Apple’s artificial intelligence strategy will likely wait another day.

This is Mr. Ternus’s first opportunity to set the tone as CEO, indicating whether Apple under his leadership will continue to rely on operational discipline, as it did under Mr. Cook, or simply push more aggressively into new categories, as his own career suggests.

With Johnny Srouji now running a combined hardware and semiconductor organization reporting directly to him, tomorrow’s event will simultaneously serve as an early referendum on how well this restructured chain of command can perform on stage.

Tune in to our livestream of the Surprise and Sparkle event tomorrow at 10am. Pacific Time (10:30 p.m. EST).