Apple Launches iPhone 18 Pro at Ternus's CEO Debut

On September 9, 2026, Apple hosted its highly anticipated "Surprise and Shine" product event at the Steve Jobs Theater in Cupertino, California, starting at 10 a.m. Pacific Time.

This event was significant as it marked John Ternus's debut as the CEO of Apple, having succeeded Tim Cook, who transitioned to the role of executive chairman on September 1, 2026. Ternus, previously the hardware engineering chief at Apple, personally led the presentation.

The event unveiled the iPhone 18 Pro and iPhone 18 Pro Max, along with Apple's first foldable iPhone. Additionally, updated Apple Watch models, including Series 12 and Ultra 4, were expected to be introduced, along with confirmation of the release timing for iOS 27.

Reports indicated potential updates to Apple's smart home products as well. The event was livestreamed globally via Apple's official website, the Apple TV app, and YouTube, with pre-orders anticipated to begin on September 12 and in-store availability from September 19.