For years, Apple’s September event has followed a familiar rhythm—four new iPhones, two new Apple Watches, and a quick AirPods update. This year, however, the script is being rewritten. Even the Chinese-language invitation, which reads “亮新篇” (Opening a New Chapter), signals a departure from tradition. Themed “A New Chapter, Shine Bright,” the autumn showcase is set for 10:00 AM Pacific Time on September 9th (1:00 AM Beijing time on September 10th) at the Steve Jobs Theater in Apple Park.

Digging deeper, this event could mark several significant firsts for the company.

Format Shift: A New CEO Takes the Stage Live

Tim Cook officially stepped down as CEO on September 1st, transitioning to the role of Executive Chairman. Taking the helm for this keynote is the new Chief Executive, John Ternus. This is far more than a routine change of presenter—Ternus has reportedly signaled internally that some upcoming products could have an impact comparable to the original iPhone and iPod. While such bold claims were not uncommon during Cook’s tenure, Ternus making them in this transitional year carries added weight. Furthermore, this year’s event is expected to be a live, on-stage presentation rather than the pre-recorded video format we’ve grown accustomed to. We haven't seen a live Apple keynote since 2019.

Product Lineup Shift: An iPhone 18 Pro-Only Affair

The most substantial change this autumn is breaking the tradition of launching the entire lineup simultaneously. Only two models are confirmed for the stage: the iPhone 18 Pro and the iPhone 18 Pro Max. The standard iPhone 18 has been delayed to spring 2027, where it will launch alongside the 18e. The core upgrades for these two Pro models are clear: Chip: They will debut the A20 Pro, built on TSMC’s 2nm process, paired with Apple’s second-generation in-house modem, the C2. While performance gains are expected, the C2’s primary focus is on power efficiency and signal optimization, potentially finally addressing the connectivity issues that have plagued iPhones using Qualcomm modems. Under-Display Face ID: The Pro models are poised to feature under-display Face ID technology, leaving only a small punch-hole cutout on the front for a much cleaner look. The standard models will retain the Dynamic Island, though it is expected to be further reduced in size. Camera: Rumors of a variable aperture main camera have resurfaced. If this materializes, it would allow iPhone users to manually control light intake like a dedicated camera, dramatically improving the depth and quality of bokeh effects. The Pro Max’s battery capacity is also rumored to exceed 5000mAh. All models will see a memory upgrade to 12GB, up from 8GB on the standard versions, which will provide a more stable experience for multitasking and on-device AI inference.

One More Thing: The Foldable iPhone May Finally Arrive

This is the biggest draw of the event, but also the most widely debated. All leaks point to the same conclusion: Apple’s first foldable phone will be unveiled at this event, potentially named “iPhone Ultra” or “iPhone Fold.” The design is expected to be a book-style fold, featuring an external screen around 5.5 inches that unfolds into a 7.8-inch internal display. The pricing will be premium, starting at a reported 15,000 RMB, positioning it as the “most expensive iPhone of the year.” While Apple venturing into foldables is not surprising in itself, the timing—during this leadership transition—makes it a bold statement, almost a declaration of intent from the new CEO.

Other Possibilities: A Safe Bet with the Apple Watch Series 12

This year’s Apple Watch update appears to be the most predictable part of the event. According to Bloomberg’s Mark Gurman, the Series 12 and Ultra 4 will be iterative updates, featuring chip enhancements, efficiency improvements, and refined health features, with no major design changes. The one point of interest is the sensor suite: the new high-end Apple Watch is rumored to double its sensor count, reducing reliance on algorithmic calculations for more accurate data, which could paradoxically improve battery life. The blood pressure monitoring introduced with the Series 11 is also expected to be further refined. As for those revolutionary designs Apple is reportedly exploring—round screens, screen-less health devices, and a smart ring—sources suggest they are at least two to three years away. This year’s Watch is a transitional product: solid, but not groundbreaking.

AirPods: Camera-Equipped Earbuds Are Still on Hold

Rumors have swirled for a while about new AirPods Pro with integrated cameras, potentially launching alongside the official iOS 27 release in September. However, more recent reports suggest this product isn't ready for prime time just yet. To clarify: this camera is not for taking photos or videos. It would be disabled for that purpose by default. Its sole function is to capture the environment around the user, feeding real-time visuals to an upgraded Siri to help it understand where you are, what you’re looking at, and what you’re doing. What could this do? You could ask Siri “What is this thing and how do I use it?” and it could see the object. During navigation, Siri could provide real-time audio cues based on your surroundings without needing to look at your phone. This would be a transformative feature for visually impaired users. These earbuds would be paired with the debut of Siri AI 2.0, featuring a new underlying large language model and powered by a new H3 chip. In a nod to privacy, an LED light would illuminate during data transmission to alert users, with an emphasis on on-device processing to avoid sending data to the cloud. Pricing is rumored to start above $299, a significant premium over the current AirPods Pro.

To summarize this September’s event in one sentence: the wait is finally over. The foldable iPhone is a product years in the making, and with a new CEO’s debut and a shift in launch strategy, Apple is sending a clear message to the world—Tim Cook has retired, and a new chapter for Apple has begun.