Highlights
Apple Event 2026: It’s Showtime! 🍎
Before John Ternus’ first Apple keynote, here’s what Steve Jobs and Tim Cook said in theirs
Apple Store goes offline ahead of ‘Surprise and Shine’ event
How Apple's foldable iPhone could disrupt the market
Apple Launch Event 2026 LIVE Updates: All eyes on Cupertino tech giant's big launches tonight
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Apple Event 2026: It’s Showtime! 🍎
The countdown is on! Apple’s biggest event of the year is just minutes away, with all eyes on Cupertino as John Ternus takes the stage for the first major product launch of his tenure as CEO.
Before John Ternus’ first Apple keynote, here’s what Steve Jobs and Tim Cook said in theirs
Apple’s September 9 event, titled “Surprise and Shine”, will be Ternus’ first major public appearance as the company’s chief executive after taking over from Tim Cook on September 1. Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max, along with what could be its first foldable iPhone. A revamped Siri and new Apple Watch and AirPods models are also expected to feature at the event.
But before Ternus takes the stage, it is worth looking back at what Apple’s two most consequential modern CEOs said when they first stepped up to present the company’s products.
Apple Store goes offline ahead of ‘Surprise and Shine’ event
Apple’s online store has temporarily gone offline ahead of its “Surprise and Shine” event, displaying a “Be right back” message as the company prepares to update the storefront with its latest product announcements. The move is a customary pre-launch step for Apple and comes just hours before the event, where the company is expected to unveil the iPhone 18 Pro and Pro Max, along with its much-anticipated first foldable iPhone.
How Apple's foldable iPhone could disrupt the market
Apple could finally enter the foldables space this week. The Cupertino-based company is expected to showcase its first foldable iPhone at its September 9 event alongside the iPhone 18 Pro and the iPhone 18 Pro Max. Apple has not confirmed this, but reports suggest that the device, potentially called the iPhone Ultra, will be positioned as a premium book-style foldable.
The timing puts Apple at the centre of an increasingly crowded premium foldable market. Huawei has launched its latest tri-fold smartphone, the Mate XT2, in China today, while Xiaomi is also expected to unveil a new foldable shortly. Samsung, meanwhile, remains the largest player in the global market after years of developing its Galaxy Z Fold line.