Apple's New Era: Watching the September Event with a Fresh Vision

Setting the Stage for Change

Another Apple event is coming, but this one feels different. It's not just another product reveal; it's a moment of transition. Tim Cook's departure marks the end of an era for Apple, and with John Ternus stepping into the CEO role, we're entering a new chapter in the company's evolution.

The September 9 event is set to be livestreamed live at 10 am Pacific Time (1 pm Eastern). You can watch it directly on this page or via Apple's official website and YouTube channel. For those with Apple TV devices, the event will also stream through the Apple TV+ service. WIRED will have reporters on-site, and we'll be bringing you live updates throughout the day.

The significance of this moment cannot be understated. It's the first Apple hardware launch since the pandemic, when live presentations were replaced by prerecorded videos due to health restrictions. That shift changed how the world engaged with Apple's announcements—and now, after two years, we're back to live presentations. It's a return that signals confidence in both the brand and its new direction.

"We're looking at a company that has always defined the future of tech through simplicity—but this time, the stakes are higher than ever,"

—Daniel Carter, Senior Business Correspondent

What's on Deck?

Expectations are high. The most talked-about item is Apple's rumored foldable iPhone, which could finally arrive in September. Sources from Bloomberg and other tech outlets suggest that the device will carry a premium price tag of around $2,000. That reflects not only the cutting-edge technology involved but also the strategic positioning Apple wants to establish for its next flagship product line.

The foldable device isn't just a gimmick—it's part of Apple's broader push toward innovation in form factor and user experience. It represents the company's attempt to compete with Samsung and Google, who have been working on their own foldable solutions for some time now. But unlike its competitors, Apple is likely to emphasize seamless integration across its ecosystem, ensuring that every aspect—from software to hardware—works as one.

Beyond the foldable, Apple may unveil a new generation of high-end iPhones: the iPhone 18 Pro and iPhone Pro Max. There's also a strong possibility that the base model iPhone 18 will be delayed until spring 2027. The decision is tied to manufacturing constraints and a broader industry memory crisis affecting supply chains across tech. Apple's goal appears to be increasing the perceived value of its premium products while pushing more consumers toward subscription services and leasing programs.

Leasing and Subscription Models

The rise of leasing models reflects a significant shift in how Apple views ownership—and consumer behavior. Rather than offering a one-time purchase, the company may be moving toward flexible financing options that allow users to upgrade or switch phones more frequently without breaking the bank.

This approach mirrors what we've seen from companies like Tesla and Netflix, where recurring revenue becomes central to long-term profitability. For Apple, it's about maintaining a steady stream of income while encouraging customer loyalty and brand retention. The iPhone 18e and second-generation AirPods are expected to be part of this new model, with the latter possibly including advanced features like built-in cameras for AI-driven visual assistance.

Other Devices and Future Plans

While most attention will be focused on iPhones, Apple has hinted that there may be more surprises in store. A new iPad Mini or updated MacBooks are possible, though they're likely to be announced later in the year during October's events. The company recently introduced the Mac Mini and Mac Studio at the end of August, signaling a continuation of its hardware refresh cycle.

On the software side, iOS 27 and macOS 27 are expected to roll out shortly after the September event. These updates will likely include enhancements related to AI capabilities, performance improvements, and deeper integration with Apple's new foldable device.

Timing and Cultural Significance

The timing of this event also carries symbolic weight. According to unconfirmed reports, Apple will open preorders for the new iPhones on September 12—just one day after the traditional launch date. The reason? Respect for the victims of 9/11. This gesture may seem small, but it shows how Apple continues to align its business practices with social responsibility.

It's also a reminder that in today's fast-paced world, even tech giants like Apple must balance innovation with cultural sensitivity and historical awareness. As we watch the event unfold, we'll be looking for signals not only about what comes next but also how Apple plans to navigate the evolving landscape of consumer expectations, global politics, and ethical tech practices.

Looking Ahead

This September event will mark a turning point in Apple's journey. As it transitions from Tim Cook's leadership to John Ternus's, it's not just about new devices—it's about redefining what the company stands for. We're entering an age where AI and foldable technology aren't just buzzwords; they're part of Apple's core identity.

As I continue to cover these developments, I'll be watching closely for how Apple positions itself in a world that's rapidly changing—and how its decisions might influence the rest of the industry. Stay tuned as we bring you the latest insights from the stage and beyond.