Apple sets Sept 9 event with Surprise and shine slogan
Apple invites media to a keynote on Sept 9, midnight Thai time, featuring iPhone 18 Pro, its first foldable phone, and new CEO John Ternus.
Stock photo for illustration only, not from the actual event
- Apple sends media invites for a major product launch event on September 9
- The event features the Surprise and shine slogan and a revamped iPhone lineup
- John Ternus takes the stage as the new CEO replacing Tim Cook
Apple has officially sent out press invitations for its upcoming product launch event scheduled for September 9, which corresponds to midnight on September 10 in Thailand time. This particular keynote carries immense significance as it marks the first major presentation led by John Ternus, Senior Vice President of Hardware Engineering, stepping into the role of chief executive officer to succeed Tim Cook.
The company has chosen Surprise and shine as the primary slogan for the showcase. Industry expectations point toward the unveiling of the iPhone 18 Pro, iPhone 18 Pro Max, and the brand's very first foldable smartphone, reportedly slated to be named iPhone Ultra. In a major shift in product release strategy, the standard iPhone 18 model will be omitted this year, as Apple plans to introduce a more budget-friendly variant in early 2027 instead.
Stock photo for illustration only, not from the actual event
Aside from the next-generation handsets, the event is widely anticipated to showcase refreshed wearable devices including Apple Watch Series 12 and Apple Watch Ultra 4. Furthermore, the lineup may introduce new smart home gadgets such as a long-rumored home hub, a new Apple TV 4K, and an updated HomePod mini, alongside official release dates for major software updates including iOS 27, iPadOS 27, and macOS Golden Gate.
"Surprise and Shine"
Apple
Apple's restructuring of its product launch timeline highlights a calculated move to optimize its market presence against intense competition in both flagship and foldable segments. Decoupling the release cycles allows the tech giant to better manage manufacturing capacities and marketing focus. Meanwhile, the transition to John Ternus as CEO signals a critical era focused heavily on hardware engineering leadership and fresh strategic directions.
Viewers worldwide can tune into the live broadcast of the event through the official corporate website, the company's YouTube channel, and the Apple TV application.
Source: Thairath Lifestyle
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