Key Highlights

• Apple will hold a launch event at its Cupertino headquarters on September 9, with invites carrying the tagline "Surprise and shine."

• The event is expected to introduce new iPhones, new Apple Watches, and the company's first foldable phone.

• A new AI-powered version of Siri, using large language model technology for tasks like messaging and calendar management, is also expected to debut.

• The launch will be incoming CEO John Ternus's first major event, following Tim Cook's transition to executive chairman on September 1.

A New Era of Leadership Takes the Stage

Apple (NASDAQ:AAPL) confirmed it will host a product launch event on September 9 at its Cupertino, California headquarters, with the presentation beginning at 10 a.m. Pacific time. The event will be the first major product showcase led by incoming CEO John Ternus, who takes over the role on September 1 as Tim Cook shifts to the position of executive chairman.

Ternus, Apple's longtime hardware chief, was named as Cook's successor earlier this year, a move widely seen as reinforcing the company's focus on its core device lineup as it navigates a broader push into artificial intelligence.

Foldable iPhone Expected to Headline the Event

The centerpiece of the event is expected to be Apple's first foldable iPhone, a device the company has not previously offered despite competitors establishing an early foothold in the category. Analysts anticipate the new iPhones and Apple Watches will also be unveiled, alongside a foldable model with a screen size comparable to an iPad mini.

The foldable segment has so far been dominated by a rival South Korean manufacturer, though device makers broadly expect the category to move toward the mainstream despite premium pricing. Foldable phone shipments are projected to rise by more than 12% this year, a sharp contrast to an anticipated double-digit decline in global smartphone shipments overall. Apple is expected to ship upward of 17 million foldable iPhones by 2027, according to industry research estimates.

The event follows this week's announcement of new Mac Mini and Mac Studio models with AI-related upgrades, which are set to ship on September 22. A new version of Siri, referred to as Siri AI, is also expected to launch alongside the new hardware, incorporating large language model technology to let the assistant handle tasks such as messaging and calendar scheduling.

Supply Constraints Loom Over the Launch

The event arrives as Apple continues to navigate a period of elevated component costs. The company has raised prices across its Mac and iPad lineups to offset increased costs tied to a broader shortage of memory and storage chips affecting the consumer electronics industry. Apple flagged in its most recent quarterly results that Supply chain constraints remained significant and could weigh on sales in the current quarter.

Despite these pressures, the foldable iPhone is viewed by analysts as a potential driver of higher average selling prices and Margin expansion, positioning it as a meaningful growth lever heading into the holiday shopping season.

A Turning Point for Apple's Product Lineup

Apple's September 9 event carries added significance as the company's first major product launch under new leadership, with a foldable iPhone expected to serve as the centerpiece alongside updated iPhones, Apple Watches, and an AI-enhanced Siri. Whether the new lineup can offset ongoing supply chain pressures and support stronger margins will likely depend on how the foldable device is priced and how quickly it scales through the holiday quarter.