Apple will unveil eight new products in September, marking the first major product event under new CEO John Ternus. The company has scheduled its main announcement for September 9, when it will introduce the next iPhone model.
The launch represents a significant moment for Apple's leadership transition. Ternus took over as CEO earlier this year, making this his first major product cycle leading the company. The September 9 event will focus on the new iPhone, continuing Apple's tradition of fall smartphone releases.
Analyst projections suggest Apple plans to ship 10 million foldable iPhones in the first year of production, according to research firm IDC. The company is also preparing to launch an iPhone 18 Pro model, though some reports indicate the pre-order schedule may deviate from Apple's usual Friday timing. Details have emerged about a potential iPhone Ultra variant, with information circulating about its specifications, multitasking capabilities, and launch schedule.
The eight-product rollout extends beyond phones. Apple is preparing multiple device categories for release throughout the month, though the company has not disclosed which products beyond the iPhone will appear at the September 9 event. The timing aligns with Apple's historical pattern of concentrating major hardware releases in the fall, ahead of the holiday shopping season.
The announcement comes as Apple continues its broader product strategy shifts. The company recently told Mac App Store developers they can now drop support for Intel-based Macs, marking a symbolic end to the Intel era that began 21 years ago. Apple has fully transitioned its Mac lineup to its own silicon chips, allowing developers to focus exclusively on the newer architecture. The September product launches will likely reinforce this direction, with all new devices expected to use Apple's proprietary processors.