Apple to Unveil New iPhones September 9 as Ternus Takes Over From Cook
Synopsis
The launch will be the first major Apple event under incoming CEO John Ternus, who becomes chief executive on September 1 as Tim Cook moves to executive chairman, with a foldable iPhone potentially headlining the new lineup.
Apple iPhone launch plans set for September 9, following John Ternus taking up the post of chief executive eight days later. It is the first significant product launch in his hands, following Cook stepping down to the post of executive chairman September 1.
The event is expected to feature Apple's latest iPhone lineup, as well as the debut of the company's first foldable device. The company has not announced the foldable model or other product specifications before the launch.
Ternus takes charge as Apple enters new product cycle
Ternus has been Apple's hardware chief and has worked on engineering projects for devices such as the iPhone, iPad and the Mac. His hire brings a long-standing hardware chief to the helm as the company is near its next big round of iPhone updates.
The launch of the Apple iPhone is following a robust second quarter performance by the company. The company's revenue for the three months that ended June 27, 2026, was $109.4 billion, or 16% more than in the same period a year ago, and its diluted earnings per share were $2.02, 29% higher.
The smartphone was the biggest single product category by revenue for Apple, generating $54.3 billion in sales during the quarter. Services accounted for $30.7 billion and products overall accounted for $78.7 billion.
Smartphone shipments fall as memory costs rise
The Apple iPhone launch comes on the back of a weaker global smartphone market. According to IDC's latest Worldwide Quarterly Mobile Phone Tracker, smartphone shipments are projected to decline by 16.7% in 2026 and the average selling price (ASP) is anticipated to grow 27.6% to $581.
The foldable smartphone market is expected to expand 12.6% this year, whereas the overall smartphone market is seen shrinking. The research firm also predicted that iOS shipments will drop just 1.3%, while Android shipments will drop by 24.3%.
The September release will also be part of the corporate device purchasing process in Australia and the US, as well as carrier sales and device technology supplies, but Apple hasn't yet announced pricing or commercial terms for the new models.
The launch of the iPhone will take place at Apple Park in California, and more details about the products, pricing, and availability will be announced during the event.
Source: Reuters
Pooja Malik is a business journalist with over six years of experience covering startups, entrepreneurship, and emerging trends. She has previously worked with leading media platforms such as YourStory Media and BW BusinessWorld, where she reported on business, policy, and market developments. Currently, she serves as Editor at The Inspirepreneur Magazine, where she writes and edits stories across business, lifestyle, and travel, with a focus on clarity, accuracy, and reader relevance.
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