Apple enters its September 9 keynote under new leadership, facing significant pressure to demonstrate that its artificial intelligence ambitions can translate into consumer-ready products. This event marks the first major product launch for John Ternus since he assumed the role of CEO on September 1, concluding Tim Cook’s 15-year tenure at the company.
Ternus, who joined Apple in 2001, brings a unique perspective as the first product engineer to lead the tech giant. Having risen through the ranks to become senior vice president of hardware engineering, his debut as CEO is particularly significant. He is tasked with maintaining the operational discipline established during the Cook era while steering the company toward a new trajectory in hardware and AI.
The centerpiece of the event is expected to be Apple’s first foldable iPhone. By entering this category, Apple aims to challenge rivals like Samsung, which have already established a presence in the foldable market. While the final pricing remains unconfirmed, industry reports suggest the device could cost upwards of $2,000. This premium positioning will test consumer appetite for a new form factor, though the device is expected to complement rather than replace Apple’s standard smartphone lineup.
Beyond hardware, the company’s AI strategy will be under intense scrutiny. Apple has spent the last two years developing its “Apple Intelligence” platform, but recent delays to key Siri upgrades have prompted concerns about whether the company is keeping pace with competitors like OpenAI and Google. The upcoming keynote is viewed as a critical opportunity for Apple to demonstrate that its AI features are reliable, useful, and seamlessly integrated into the user experience.
Reports indicate that the revamped Siri may incorporate technology from Google, highlighting the competitive pressure Apple faces in the AI sector. The company is expected to use this platform to prove it can close the gap with its rivals by delivering practical, everyday AI utility.
In addition to the foldable iPhone, the event is anticipated to feature the unveiling of the iPhone 18 Pro and iPhone 18 Pro Max. Speculation also surrounds potential updates to the Apple Watch and AirPods, though the company has not confirmed these product announcements ahead of the presentation.
Ultimately, the September 9 keynote serves as more than a routine product update. It represents the first major public showcase of Apple’s direction under Ternus. With the introduction of a new hardware category and a pivotal AI strategy, the event will provide the clearest early indicators of how Apple intends to evolve in the coming years. The report also notes that reports suggest the phone could carry a price tag of around $2,000 or more, putting it firmly in Apple’s premium tier and testing how much consumers are willing to pay for a new form factor. The report also notes that here is what to expect from Apple’s September 9 keynote. The report also notes that rather than inheriting a company in the middle of a quiet transition, Ternus is taking the stage as Apple prepares to introduce one of its most significant new hardware categories in years. The report also notes that the revamped Siri is therefore likely to attract intense attention. The report also notes that apple does not necessarily need to announce an entirely new AI product. The report also notes that alongside the foldable iPhone, Apple is expected to unveil new high-end iPhone models, including the iPhone 18 Pro and iPhone 18 Pro Max.