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Tim Cook Won't Appear in Apple's September 9 Event Video

John Ternus is expected to front Apple’s first iPhone launch as CEO, with the iPhone 18 Pro lineup and a possible foldable model set to debut.

  • On Wednesday, September 9, John Ternus will lead his first Apple iPhone launch as CEO, marking a significant shift in the company's product announcement leadership.
  • Ternus took over Apple's leadership responsibilities on September 1, ending Tim Cook's 15 years at the top; Cook remains as executive chairman but has stepped back from major announcements.
  • Apple's event will showcase the iPhone 18 Pro series, Apple Watch Series 12, and new AirPods 5, with a potential foldable 'iPhone Ultra' expected to cost USD 2,299.
  • According to Bloomberg, Cook will attend the September 9 event but will be seated in the VIP section, signaling the official passing of the torch to Ternus.
  • Ternus called the upcoming event "phenomenal," and Apple's 'Surprise and Shine' theme has fueled rumors of major innovations as the company plans to hike US prices by USD 100.
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Lean Right

The wait for Apple's iPhone 18 Pro launch is about to end, but this time it's not just about a new iPhone. After 15 years, Apple's launch stage will see a major change. A new face could replace Tim Cook.

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Bloomberg broke the news in New York, United States on Sunday, September 6, 2026.
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