Apple will hold its first major product keynote under new chief executive John Ternus on September 9. A foldable iPhone is expected to headline the event at Apple Park in Cupertino.

Tim Cook became Apple’s executive chairman on September 1, and Ternus took over as chief executive the same day. The keynote marks Ternus’s first appearance in the Steve Jobs-style keynote format previously reserved for Apple’s sitting chief executive.

Foldable iPhone Tests Ternus’s Hardware Vision

Analysts expect a refreshed Siri AI assistant to feature alongside new hardware. The lineup is expected to include the iPhone 18 Pro and Pro Max. Apple’s first foldable iPhone and updated Apple Watch models are also expected.

Bank of America analysts have framed the keynote as a test for Ternus. They say he must show Apple’s hardware strength can carry into the AI era.

Apple never had to be first to win the game.

— Woo Jin Ho, senior hardware analyst, Bloomberg Intelligence

Ho said the two companies compete for different customer bases, since Android and Apple fans rarely switch. He expects Apple’s foldable to ship around 10 million units in its first year. That is modest next to standard iPhone volumes.

A Samsung mobile product management executive welcomed the added competition. The executive told CNN that more players in the foldable segment would help the category overall.

Ternus has also said he wants artificial intelligence to shape Apple’s internal product development, not just Siri. That ambition is part of the broader AI leadership test.

All Eyes on AAPL

Megacap CEO transitions have often produced sharp first-year stock swings, and many are already keeping note of Ternus’s stock market debut.

The September 9 keynote will be the clearest signal yet of Ternus’s hardware roadmap. It should also show whether the foldable iPhone can open a new device category or remain a niche add-on.

Source: BeInCrypto