Apple has announced a major launch event at its headquarters in Cupertino, California, on September 9, with new iPhones, Apple Watches, and major software developments expected to take centre stage.
The event, scheduled to begin at 10 a.m. Pacific Time, carries the tagline “Surprise and shine.” Apple has also shared an invitation featuring a glowing version of its iconic logo, adding to the anticipation around what the company could unveil.
The September event is expected to be particularly significant as it will be the first major Apple launch under incoming CEO John Ternus. Ternus is set to take over as Apple’s CEO on September 1, while Tim Cook will move into the role of executive chairman.
For Apple fans, the biggest question is likely to be the next generation of iPhones. New iPhone models are widely expected to be announced, along with updates to the Apple Watch lineup. There is also growing interest around reports suggesting that Apple could reveal its first folding phone.
Another major development expected from Apple is a new version of Siri, reportedly called Siri AI. The upgraded assistant is expected to use modern large language model technology and could be capable of interacting more deeply with apps such as Messages and Calendar.
The event comes shortly after Apple announced updated Mac Mini and Mac Studio models, which are scheduled to begin shipping on September 22.
The September 9 launch will therefore be more than just another annual iPhone event. It will also mark an important moment in Apple’s leadership transition.
John Ternus, who has previously served as Apple’s Senior Vice President of Hardware Engineering, is taking charge of one of the world’s most valuable and closely watched technology companies. His first major launch event as CEO will naturally attract significant attention from consumers, investors and the technology industry.
With new iPhones expected, possible Apple Watch updates, growing interest in Apple’s AI plans and speculation around a folding device, Apple’s September event could set the tone for the company’s next chapter under Ternus.
All eyes will now be on Cupertino on September 9 to see what surprises Apple has prepared.
