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Technology

Apple’s ‘Surprise and shine’ event: September iPhone launch

Apple announces September 9 iPhone event with new CEO John Ternus at the helm.

The Briefly Pulse Desk August 26, 2026 1 min read 4 views
Apple's 'Surprise and shine' event: September iPhone launch

The update

Apple has confirmed its next launch event will take place on September 9 at 1PM ET. Invitations with the “Surprise and shine” tagline have been sent out for the event at the Steve Jobs Theater in Apple Park, which will also be livestreamed. This will be the first major Apple event with new CEO John Ternus, who takes over from Tim Cook on September 1.

Why it matters

This event marks a significant leadership transition for Apple as Ternus takes the helm. The company is expected to showcase its vision for AI integration across devices, building on the “Apple Intelligence” framework introduced at WWDC. The potential introduction of a foldable iPhone could represent a major shift in smartphone design, potentially reshaping the market.

What to watch

Whether Apple will finally unveil the long-rumored foldable iPhone model, potentially called the iPhone Ultra. How Apple positions its AI features across its device ecosystem. Whether the company will split its iPhone lineup further, with reports suggesting the base iPhone 18 might not appear until 2027.

Sources

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