Apple's September event: The debut of new CEO John Ternus and a foldable iPhone.
Apple's autumn event marked a turning point in CEO John Ternus's leadership, and also launched the first foldable iPhone Ultra and the iPhone 18 Pro duo.
Apple's annual fall tech event marks a historic turning point with the handover of the CEO position from Tim Cook to John Ternus. Alongside this leadership change, the tech giant is expected to make significant advancements in hardware with the introduction of its first foldable iPhone, the iPhone Ultra, and a host of configuration upgrades on the iPhone 18 Pro and 18 Pro Max.
High-level power transfer and event schedule.
Traditionally, Apple holds its new product launch event on the second Tuesday or Wednesday of September. Since Labor Day in the US falls on a Monday (September 7th), this year's event will most likely take place on Wednesday, September 9th, or as a backup on Tuesday, September 15th.
Notably, this will be the first event marking the leadership role of John Ternus, former Senior Vice President of Hardware Engineering, after CEO Tim Cook officially retired on September 1st to take over the Board of Directors. Observers are waiting to see whether the new CEO will maintain the pre-recorded event format or return to live on-stage presentations.
iPhone Ultra: Redefining hardware design language.
For the first time in over a decade of maintaining the traditional bar-style smartphone design, Apple is expected to introduce its first foldable iPhone, rumored to be called the iPhone Ultra. The device's design uses a book-like folding mechanism, resulting in a closed aspect ratio similar to a passport.
In terms of specifications, the device features a dual camera setup on the back (wide-angle and ultra-wide-angle) along with a selfie camera on the front. The Touch ID fingerprint sensor is expected to return to the side button. Positioned in the ultra-premium segment, the iPhone Ultra is predicted to have a starting price exceeding $2,000. Furthermore, the iOS operating system will be customized to optimize display capabilities on the dual internal and external screens.
Technical improvements on the iPhone 18 Pro line.
While the standard iPhone 18 has been delayed until next spring, the iPhone 18 Pro and Pro Max will still be released on schedule this fall. Although retaining the basic design language, the Pro line adds a new color option: Dark Cherry Red, alongside the existing Light Blue, Dark Gray, and Silver.
Inside the device, Apple made major hardware upgrades to enhance performance and image processing capabilities:
| Specifications / Components | Upgrades on iPhone 18 Pro & Pro Max |
|---|---|
| Microprocessors | The new generation A20 Pro chip |
| Network connection | Improved C2 Modem |
| Battery life | Capacity increased by 6% to 8%. |
| Rear camera | The new sensor incorporates a variable aperture. |
| Front camera | Increase the resolution to 24 megapixels. |
Smartwatches and the AI-integrated Smart Home ecosystem.
Besides the phone lineup, the smartwatch product line also received updates with the Apple Watch Series 12 and Apple Watch Ultra 4. Both devices mainly feature minor performance upgrades thanks to the S12 processor, while the overall design and health tracking features remain largely unchanged. The budget-friendly SE 4 will not be included in this update.
Furthermore, the smart home ecosystem will witness a significant transformation as Apple TV 4K and HomePod mini receive new hardware updates. Thanks to the OS 27 architecture, which includes a completely redesigned Siri assistant powered by artificial intelligence, these devices will act as a Smart Home Hub with more flexible contextual processing capabilities.
In particular, the new CEO, John Ternus, may present a preview of the HomePad – a central device with a square screen running the HomeOS operating system, expected to be commercialized in 2026-2027.
