John Ternus officially takes over as CEO of Apple on September 1, 2026 – and immediately kicks things off with one of the biggest product events of the year. Several iPhones, two Apple Watches, new AirPods Pro, and a whole range of Apple Home products are expected to be released in September.
With the official CEO transition on September 1, 2026, John Ternus won't be easing into his new role. Just a few days after taking office, the iPhone event—the biggest product event of the year—is already on the horizon. And it's not just the iPhone 18 Pro that will be in the spotlight: According to current rumors, Apple plans to unveil more than ten new products in September. A perfect start for the new CEO—or enormous pressure right from the beginning?
The product pipeline for Ternus' first CEO event is impressive. iPhone fans will get four new models, Apple Watch users two new generations, and there are also several new products planned for the audio and smart home sectors. Accordingly, the September event will be significantly more crowded than most previous iPhone keynotes. It also marks the public launch of the Ternus era – even though the products themselves were all planned and developed under Cook's leadership.
The iPhone offensive: four new models
Apple is entering a new era with a comprehensive iPhone refresh. For the first time, four different iPhone models are being introduced simultaneously:
- iPhone 18 Pro: The classic flagship with a new variable aperture and expected Dark Cherry color.
- iPhone 18 Pro Max: The larger version with identical technology
- iPhone Ultra: Apple's first foldable iPhone with eSIM-only and Camera Control
- iPhone Air 2: The second generation of the ultra-thin variant
The star of the event will undoubtedly be the iPhone Ultra – Apple's first foldable and therefore the most radical new iPhone in years. The price will range between $2,060 and $2,750, and production is limited to approximately 10 million units in the first year.
The iPhone 18 and iPhone 18e will not be released in September – they will arrive in spring 2027 as part of the new split-launch strategy.
Two new Apple Watches
Alongside the iPhone launch, Apple presents two new Apple Watch models:
- Apple Watch Ultra 4: The premium sports version with new sensors
- Apple Watch Series 12: The classic mainstream watch
Neither model will bring revolutionary leaps, but improvements in sensor technology and chip performance are to be expected. The Apple Watch Ultra 3 has already introduced a material innovation with 3D-printed titanium, which the Ultra 4 could further develop.
New AirPods Ultra with AI features
The announcement of new AirPods Ultra is particularly interesting – even though the AirPods Pro 3 were only released last year. Apple is thus breaking with its usual three-year cycle for premium earbuds. The secret: They aren't a replacement, but a new high-end model positioned above the AirPods Pro 3.
The main feature: integrated infrared cameras that enable Apple intelligence functions. Combined with the revamped Siri, the AirPods become an AI device with visual recognition capabilities – similar to the upcoming Apple Glasses, but in a completely different form.
Four new Apple Home products
After long delays, Apple is planning a complete overhaul of its smart home offerings. The following products are rumored to be released in September (or possibly October):
- HomePad / HomePod Touch: The long-rumored smart display with an iPad-like screen
- New Apple TV 4K: The next generation of the Apple TV box
- HomePod 3: The successor to the current premium HomePod
- HomePod mini 2: An update for the smaller version
The HomePad is the most exciting new addition. Apple has been working for years on a smart display intended to serve as a control center for the Apple Home ecosystem – directly competing with Amazon's Echo Show and Google's Nest Hub. The product's release has been delayed several times, apparently due to the delays with the new Siri.
A perfect launch or an overloaded one?
Starting Ternus with such a large event has its pros and cons. On the one hand, it demonstrates Apple's strength – a rich product pipeline that shows Cook isn't handing over a half-baked company to his successor. On the other hand, there's the risk that individual products will get lost in the shuffle. How much attention will the Apple Watch Ultra 4 receive if the first foldable iPhone is unveiled at the same time?
Apple could also spread the workload across two events. A conceivable option is an Apple Home event in October, where the HomePad family and the new Apple TV would take center stage. This would relieve pressure on the September event and simultaneously revive the classic fall event pattern.
For Ternus's CEO debut, this constellation is certainly an exciting moment. The products were developed under Cook – but Ternus will be presenting them. This makes his first public appearance as CEO the first major stage on which his leadership style will be showcased. The best products for you: Ours Amazon Storefront Offers a wide selection of accessories, including those compatible with HomeKit. (Image: Shutterstock / Stockinq)
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