Amaya Tomanová If you thought that this September's Keynote AppWe know practically everything about it, but its new management is now trying to liven up expectations a bit. In his first memo to employees, new CEO John Ternus Applu said that the company is expecting a "huge premiere next week that will be phenomenal." And given what it has Apple Introducing September 9th may not be just a classic marketing exaggeration this time.
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Adam Kos The marketing chief also pointed out the upcoming event. Applu Greg Joswiak. He stated on social media that Apple will have "more to say" on Wednesday, September 9. Another special event of the company is planned for this day, which will traditionally begin at 10:00 a.m. Pacific Time, i.e. 19:00 p.m. our time.
The main stars of the evening are, of course, iPhones. Apple should introduce iPhone 18 Pro a iPhone 18 Pro Max, but this time an even more interesting news is expected. If the information so far ismace will confirm, because for the first time ever it will also show a foldable iPhone.
The first folding iPhone can be the main star
The arrival of the foldable model would very well explain Ternus' unusually confident words. While the new generations of classic iPhones today are largely an evolution of previous models, the entry Applu's entry into the foldable phone segment represents a significantly bigger event.
The competition has been offering foldable smartphones for many years, while Apple took his time. His first model will therefore not be interesting only from the point of view of the hardware itself. What will be important is how Apple the folding structure will be incorporated into iOS and how it will utilize the larger internal display. The software and the connection of the hardware with the operating system may be an area in which it will want to differentiate itself from current jigsaws.
September Keynote but it will definitely not be just about phones. It is also expected to introduce Apple Watch Series 12 and new generations of more durable Apple Watch Ultra 4. Also in play are AirPods 5, whose introduction, according to previous information,macIt is expected this fall.
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The Ternus Era Begins
This year's September event will be special for one more reason. It will be the first major product premiere. Appafter Tim Cook handed over the position of CEO to John Ternus. The products themselves were of course created long before the change of CEO, so it would be meaningless to call them the first products of “Ternus”. Applu". However, from the point of view of the public image of the company, it will be a symbolically very important moment.
And that's why it will be interesting to watch not only what Apple will present, but also the way in which it will accommodate the entire event. Ternus takes over the company at a time when its management is undergoing significant changes, and the first folding iPhone could provide him with a truly impressive product with which to lead his era Applu will start.
It is of course unclear whether there is something else hidden behind the words about a "huge premiere" that we do not yet know about. The expected lineup itself, led by the first foldable iPhonem but indicates that this year's September Keynote may be significantly more interesting than the traditional annual replacement of one generation of iPhones with another.
Jiří Filip 
David Dohnal 
