Apple's September event is set for the 9th. A different CEO will be on stage
Invitations went out on 26 August under the line Surprise and Shine. The keynote runs from the Steve Jobs Theater at 6pm Lisbon time, eight days after John Ternus takes over from Tim Cook.
The date has moved from the rumour calendar to the real one. Apple has booked its September keynote for Wednesday the 9th, 10am in California, which is 6pm in Lisbon and 5pm in London. A reasonable hour, for once.
The invitation carries the line Surprise and Shine. The venue is the Steve Jobs Theater at Apple Park, and it streams live on Apple’s site, the Apple TV app and YouTube.
What is different this year
The thing that sets this keynote apart from the previous ten is not on the spec sheet. On 1 September, eight days beforehand, John Ternus takes over as chief executive from Tim Cook, and he is expected to open the presentation. We wrote about that handover when Apple announced it: Cook stays on as chairman, Ternus runs the company.
Ternus came up through hardware engineering rather than marketing or operations. That makes him the first person in nearly three decades to front an Apple September event without having come through one of those two schools, and whether it shows in how the thing is staged is a question with an answer in ten days.
What is actually expected
It is worth separating what is confirmed from what is guessed. Apple has confirmed a date, a venue and a livestream. It has confirmed no products at all.
Reporting across the specialist press points to an iPhone 18 Pro and Pro Max, plus a folding model that several outlets are calling the iPhone Ultra. The standard iPhone 18 is said to have been pushed to spring 2027, which would be a genuine change of rhythm after years of launching the whole line in September. None of that is official until somebody says it from the stage.
If you are weighing an upgrade, the more consequential question is probably not which model but which AI assistant ends up living on the phone, and that argument has been running for a while.
By Oliver Grant
Image: Justin Ormont / Wikimedia Commons (CC BY 4.0)