Apple Prepares for 'Surprise and Shine' Event With New CEO John Ternus

Apple is set to host its annual September hardware showcase on September 9 at the Steve Jobs Theatre in Cupertino, California. The event, branded with the tagline 'Surprise and Shine,' marks a significant leadership transition as John Ternus takes the stage as Apple’s new CEO for the first time, succeeding Tim Cook, who recently concluded his 15-year tenure to become executive chair of the board.

Industry anticipation is centered on a potential expansion of Apple’s premium smartphone lineup, with reports suggesting the debut of the iPhone 18 Pro and iPhone 18 Pro Max. Beyond standard flagship updates, the event is widely expected to feature the company’s first-ever foldable device, referred to in reports as the iPhone Ultra, which could represent a major shift in Apple’s hardware strategy. The event will be livestreamed globally, with the company reportedly returning to a fully in-person format for the keynote presentation.

The most anticipated announcement is the rumored iPhone Ultra, Apple’s first entry into the foldable smartphone market. Reports indicate the device will feature a book-style design with a 7.8-inch inner display and a 5.5-inch outer screen, utilizing a titanium and aluminum frame to maintain a thin profile of approximately 4.5mm when unfolded.

Analysts and industry observers suggest the device is being positioned as a high-end luxury product, with pricing expected to start above $2,000. Due to the engineering constraints of its thin design, the foldable may deviate from standard Pro-series specifications, potentially utilizing two rear cameras and Touch ID authentication instead of the traditional Face ID system. Apple is reportedly focusing on hinge durability and minimizing the display crease to compete with established foldable offerings.

The iPhone 18 Pro and Pro Max are expected to maintain the design language of their predecessors, featuring 6.3-inch and 6.9-inch displays respectively. Internal hardware updates are the primary focus, with both models slated to feature the A20 chip, manufactured using TSMC’s 2nm process. This transition is expected to deliver significant improvements in both performance and power efficiency.

Camera capabilities are also receiving attention, with the Pro Max model rumored to introduce a variable-aperture main camera, offering users enhanced control over depth of field and light intake. Additionally, the devices may feature a smaller Dynamic Island, achieved by relocating certain Face ID components beneath the display. Color options reportedly under consideration include light blue, dark cherry, and silver, with some reports suggesting the exclusion of a traditional black finish.

Apple is expected to refresh its wearable lineup with the introduction of the Apple Watch Series 12 and the Apple Watch Ultra 4. While major design overhauls are not anticipated, the Series 12 is expected to feature a new S-series chip, providing a performance boost over the Series 11. Improvements to battery life and new health-tracking features, including potential enhancements to hypertension alerts, are also on the agenda.

There is also speculation regarding the return of a ceramic case option for the Apple Watch, a material that has been absent from the lineup for several years. The event may also see the launch of the AirPods 5, which are expected to be offered in two variants—one with Active Noise Cancellation and one without—continuing the current product strategy for the entry-level wireless earbud segment.

This year’s event highlights a potential shift in Apple’s release cadence. Reports indicate that the company is moving toward a split-launch strategy, focusing the September event on premium, high-margin hardware like the Pro-series iPhones and the foldable Ultra. The standard iPhone 18, iPhone 18e, and the second-generation iPhone Air are reportedly being held for a spring 2027 release.

This approach allows Apple to maintain consistent product momentum throughout the fiscal year. As John Ternus assumes the role of CEO, the 'Surprise and Shine' event serves as a critical platform to demonstrate his vision for the company’s hardware future. Ternus, who previously led hardware engineering, is expected to emphasize technical integration and performance as the core pillars of his leadership.

As the September 9 date approaches, the industry remains focused on how these new devices will navigate rising component costs, particularly in the memory sector. During a recent earnings call, leadership acknowledged that memory costs remain a factor in pricing strategies, though the company has not finalized the retail impact for the new lineup.

Beyond the hardware, the integration of iOS 27 and expanded Apple Intelligence features remains a central theme for the new devices. The software is expected to offer deeper onscreen awareness and personal context capabilities, which will be showcased alongside the new hardware. The event will also provide clarity on whether Apple intends to introduce a new smart home hub, a category that has been the subject of persistent rumors regarding a device featuring a seven-inch touchscreen.