Apple will hold its next big product event on Sept. 9 at its Cupertino, California headquarters, and this one comes with a twist.
It is the first launch under John Ternus, who takes over as CEO after Tim Cook steps down.
Event begins at 10 a.m. Pacific time, and the invitations already have people talking.
The invitation's tagline reads, "Surprise and shine," and features a glowing Apple logo, hinting at something flashy in the works.
Analysts expect new iPhone and Apple Watch models, including Apple's first folding phone. That folding device would mark a major design shift for a company that has stuck with the same basic shape for years.
Apple also teased a smarter Siri. The upgraded assistant, called Siri AI, will use large language models to control apps like messaging and calendars directly.
Tim Cook becomes executive chairman on Sept. 1, clearing the way for Ternus to run the show.
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Ternus has been Apple's hardware chief and played a key role in the company's move to its own computer chips. Now he gets to define his era with the biggest product launch of the year.
The timing works out nicely. Earlier this week, Apple announced updated Mac Mini and Mac Studio computers that ship on Sept. 22, so the new CEO already has momentum heading into the iPhone event.
The leadership change comes at a pivotal moment. Apple's success has long been tied to its ability to combine hardware, software, and services. Ternus, who has spent years leading hardware engineering, will now oversee the entire product portfolio, including the upcoming folding iPhone and the new Siri AI. The Sept. 9 event will be his first major test, and the response from consumers and Wall Street will set the tone for his tenure.
The Sept. 9 event will be held at Apple's Cupertino campus, continuing a tradition of launching major products from its headquarters. The proximity of the event to Ternus's official start date on Sept. 1 gives the new CEO little time to settle in before facing the spotlight. However, the earlier announcements of the Mac Mini and Mac Studio, which ship on Sept. 22, demonstrate that the product pipeline is already in motion under his watch.
Leadership changes at a company this size always carry some uncertainty, but the product pipeline looks full.
The folding phone is the wild card. If it lands well, it could open a new upgrade cycle for millions of iPhone users who have been holding onto older models.
The bottom line: Apple is betting that new hardware plus a smarter assistant will convince people to buy, and the Sept. 9 event will show whether that bet has legs. For investors, the real question is whether the folding phone and Siri AI can turn interest into sales - and whether Ternus can keep the machine running as smoothly as Cook did.