Key Highlights
- Apple’s most anticipated launch event of 2025 takes place Wednesday, September 9 at 10 a.m. Pacific from its Cupertino headquarters
- John Ternus, Apple’s newly appointed CEO, will deliver his inaugural major presentation following his September 1 succession of Tim Cook
- Anticipated announcements feature the iPhone 18 Pro lineup, iPhone 18 Pro Max, Apple’s debut foldable smartphone, Apple Watch Series 12, and Apple Watch Ultra 4
- Orders begin at 12 a.m. Pacific on Saturday, September 12, with devices hitting stores Friday, September 18
- The base iPhone 18 model won’t appear at this showcase, with industry sources pointing to a delayed release timeline extending into the following year
Apple has scheduled its most significant product showcase of 2025 for Wednesday, September 9, commencing at 10 a.m. Pacific from its Apple Park campus in Cupertino, California. This marks the debut major presentation for John Ternus in his new role as CEO, following his official appointment on September 1.
Former CEO Tim Cook, who now serves as executive chairman, will reportedly be present at the gathering in a VIP capacity but won’t participate in the keynote presentation. According to Bloomberg’s Mark Gurman, Apple has strategically positioned Ternus as the primary representative of this new chapter in the company’s product evolution.
The presentation is anticipated to last approximately 90 minutes, with Apple streaming the event live from the iconic Steve Jobs Theater.
Anticipated Product Announcements
The centerpiece reveal is widely expected to be Apple’s inaugural foldable smartphone, a product category that consumers and industry watchers have anticipated for several years. The company is also projected to introduce the iPhone 18 Pro, iPhone 18 Pro Max, Apple Watch Series 12, and Apple Watch Ultra 4. There’s also speculation about new AirPods models making an appearance.
The foldable device is rumored to incorporate a cutting-edge 2-nanometer A20 Pro processor and an enhanced “Siri AI” virtual assistant. Bank of America’s research team noted in August that Ternus might leverage this product launch to “solidify Apple’s leadership position in devices throughout the AI-powered computing generation.”
Notably absent from this year’s lineup: the base iPhone 18 model. Industry reports suggest this variant won’t debut until the following year, positioning this cycle as heavily focused on premium and innovative form factors.
Apple AAPL stock declined 2.51% in trading sessions preceding the event week.
Important Timeline Information
Customer pre-orders will commence at 12 a.m. Pacific on Saturday, September 12. Apple adjusted its traditional Friday ordering window to respectfully avoid September 11, marking the 25th commemoration of the tragic 2001 attacks.
iOS 27 is projected to become available for compatible devices on Monday, September 14. Media reviews from select publications are anticipated to publish on Tuesday, September 15, though this timing may adjust by one day given the modified keynote schedule.
The official retail launch date for the iPhone 18 Pro and Pro Max is scheduled for Friday, September 18. Availability timing for the foldable iPhone remains unconfirmed and is expected to be revealed during the keynote presentation.
Institutional investment in Apple showed stability approaching the launch window. According to Insider Monkey’s tracking data, 169 hedge funds maintained AAPL positions in Q2 2026, essentially unchanged from 170 funds in the previous quarter.
Samsung maintains its position as the dominant player in foldable smartphone sales. A Samsung executive remarked to CNN that increased competition would benefit the segment overall, stating “the more visibility there is on the category, the better.”
Apple’s entrance into foldables comes several years following Samsung’s pioneering efforts in the category. Expectations are elevated, with particular scrutiny expected around pricing strategy and software optimization from launch day forward.
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