Apple's fall event is set for September 10th! New CEO Ternus makes his debut as Apple opens a new chapter.

Apple announced today that it will hold its 2026 fall new product launch event at 1 a.m. Beijing time on September 10.

The company will unveil three major new products at the event: the iPhone 18 Pro, iPhone 18 Pro Max, and its first foldable iPhone Ultra. The Apple Watch Series 12 and other products are also expected to appear on stage.

Notably, the theme of this launch event is "Bright New Chapter, Shine Bright."

The "new chapter" not only corresponds to Apple's upcoming entry into the foldable product era, but also coincides with a major leadership transition—this will be the first fall launch event under Apple's new CEO, John Ternus.

Left: John Ternus, Right: Tim Cook

It is understood that on September 1 this year, Tim Cook will officially step down as Apple's CEO and transition to Executive Chairman, with current Senior Vice President of Hardware Engineering John Ternus succeeding him as CEO.

This means that just days after the top management handover, Ternus will face his first major public appearance at the helm of Apple, while also unveiling a new product cycle for the company.

As a seasoned hardware executive within Apple, Ternus has long been involved in the development of core products such as the iPhone, iPad, and Mac, and has frequently appeared in Apple's launch events in recent years.

Cook previously remarked that Ternus is an outstanding engineer and thinker who has dedicated the past 25 years to building Apple products, with extremely high standards for product detail and innovation, making him the best candidate to succeed as CEO.

Cook also stated that under Ternus's leadership, Apple will reach new heights, and every innovation and breakthrough in Apple's products and services in the future will reflect his influence.

Therefore, this fall's launch event, in addition to the iPhone 18 Pro series and the first foldable iPhone, will also mark a significant milestone as Apple officially enters the "Ternus era."