Apple: iPhone keynote date set! The motto is “Surprise and Shine”
Expensive folding cell phones, cameras in headphones and a change in boss: Apple is introducing huge changes this fall. Under the direction of new CEO John Ternus, the focus is on the risky race to catch up with artificial intelligence.
New CEO invites you to the Apple event
The rumors have been confirmed. The invitations are out, the technology company Apple is hosting its fall event on September 9, 2026 at the Steve Jobs Theater in Cupertino. The underground auditorium on campus holds 1,000 spectators and has no visible support pillars. The company is presenting new hardware under the motto “Surprise and Shine”. The event also marks a change in leadership: John Ternus takes over as CEO from Tim Cook and leads the keynote for the first time. At the center of expectations is the manufacturer’s first foldable smartphone, often referred to as the iPhone Fold. The device is said to have a book-like format similar to the Samsung Galaxy Z Fold 8. In recent years, Apple has filed numerous patents for foldable displays and new hinges to avoid problems such as visible creases in the screen. Analysts assume prices between $2,000 and $2,500.
iPhone 18 series details
Like manager Greg Joswiak on the platform X confirmed, the date is now getting closer. In addition to the folding device, the focus is on the iPhone 18 Pro and Pro Max. Rumors point to cameras with variable aperture, allowing for better shots in low light. The devices also have a smaller dynamic island display and larger batteries. The standard model of the iPhone 18 is not expected to appear until spring 2027. A continuing shortage of memory components is leading to price increases. Buyers of a Pro model will have to budget up to $1,500. Previously, $1,000 to $1,200 was common. The also expected Apple Watch Series 12 is said to offer improved battery life, blood pressure monitoring and Touch ID in the side button. The familiar square design remains, although many users have wanted a round version for years.
Artificial intelligence in focus
The accessories portfolio also receives updates. New AirPods are intended to function as wearable devices for artificial intelligence. They are equipped with cameras that provide visual contextual information to the voice assistant Siri. For example, the system could recognize street signs or help with navigation. However, such functions require constant sensing of the environment. Data protection advocates criticize this because recordings are made continuously and the privacy of passers-by could be violated.
iPhone Fold: From initial rumors to test production
2017 2017 First reports of a foldable iPhone emerge – analysts speculate about a device with a flexible display “in the near future”
2018 2018-2020 Analyst forecasts predict a market launch around 2020; The date will later be corrected several times – first to 2023/2024, then to 2025
2024 2024 Several reports postpone the expected market launch to 2026 at the earliest, some sources already mention 2027 – especially because of the high requirements for an almost crease-free display
2025 End of 2025 Analyst Ming-Chi Kuo and other observers expect a presentation in autumn 2026, but warn of production bottlenecks and possible delivery problems until 2027
2026 April Supply chain reports report technical issues in test production; A launch in autumn 2026 is still the target, but could be postponed to 2027 if difficulties persist
For John Ternus, the event offers the opportunity to present the strategy in the field of artificial intelligence. The engineer was heavily involved in the development of the M chipsets for Mac computers and is highly regarded internally. Analysts see Apple so far lagging behind competitors in the AI sector. The combination of new form factors and intelligent accessories is intended to sustainably consolidate the company’s market position.
