For more than a decade, Tim Cook has been synonymous with Apple’s biggest product launches. From introducing successive generations of the iPhone to unveiling new advances across Apple’s ecosystem, Cook has routinely been the man at the centre of the stage. But Apple’s upcoming September 9 event is expected to look very different.
Cook, who spent 15 years as Apple’s chief executive before moving into a different role, is expected to attend the event but is unlikely to lead the presentation. Instead, the spotlight is likely to fall on John Ternus, who took over as Apple’s CEO on September 1.
The change represents more than a reshuffling of responsibilities. For Apple followers accustomed to seeing Cook unveil the company’s latest innovations, the September event could provide the clearest sign yet that a new leadership era has begun.
Cook is not leaving Apple. He continues with the company as executive chairman, retaining an important role in its long-term direction. However, the day-to-day leadership and the responsibility of presenting Apple’s newest products have now moved to Ternus.
According to reports, Cook is expected to be present at the September 9 event, but more likely as a VIP guest than as the person delivering the keynote. That would make Ternus the central figure for one of Apple’s most closely watched product launches.
For Ternus, the occasion carries enormous significance. It will be his first major iPhone launch as CEO and an opportunity to establish his own style in front of Apple's global audience.
The iPhone 18 Pro and iPhone 18 Pro Max are expected to be among the biggest attractions of the event. The standard iPhone 18 is reportedly expected to arrive at a later date, putting the Pro models firmly in the spotlight.
The new Pro handsets are rumoured to receive several hardware upgrades, particularly in the camera department. One of the most talked-about additions is a variable-aperture main camera, which could provide greater control over incoming light and improve photography in different conditions.
The phones are also expected to feature Apple’s next-generation A20 Pro processor, larger batteries and new colour options. There has also been speculation that Apple could reduce the size of the Dynamic Island, although the overall design is expected to remain relatively close to the iPhone 17 Pro generation.
The anticipated upgrades could come with a higher price tag. Reports have suggested that Apple may increase US prices for the Pro models by around $100, partly because of rising storage-related costs.
The impact could be significant in India. The iPhone 17 Pro already occupies the premium end of the smartphone market, with its starting price at ₹1,34,900. Any further increase could make the next-generation Pro models considerably more expensive for Indian consumers.
While the iPhone 18 Pro series is expected to be the main attraction, Apple's first foldable iPhone could emerge as the event's biggest surprise.
Rumours have pointed to a book- or passport-style folding design with a large internal display. Apple is also expected to focus heavily on minimising the visible crease, an issue that has remained a defining challenge for foldable smartphones.
A premium titanium hinge has also been tipped, reinforcing expectations that Apple could position the device as an ultra-premium product. Some reports have suggested a US price of around $2,299, which would make it the most expensive iPhone ever launched.
The device has also been linked to the possible 'Ultra' branding, although its final name and specifications remain unconfirmed.
The September 9 showcase is not expected to be limited to iPhones. Apple could also introduce the Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5.
However, the iPhone 18 Pro lineup and the long-rumoured foldable iPhone are likely to command most of the attention.
For Apple, September 9 could ultimately be remembered for something bigger than the products themselves.
Cook's presence in the audience, rather than at the centre of the presentation, would offer a striking visual representation of Apple's transition. After years in which Cook became the familiar face of the company's most important announcements, Ternus will now have to carry that responsibility.
Whether he can create the same excitement and anticipation around Apple launches remains to be seen. But one thing is already clear: Apple's next iPhone event will not simply introduce a new generation of devices.
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