September 9... Launch of the new iPhone and Apple Watch lineup

Apple announced on Wednesday that it will hold an event at its headquarters in Cupertino, California, on September 9 under the theme “Surprise and Shine.” Analysts expect the company to unveil a new lineup of iPhones and Apple Watches, including its first foldable phone in the company’s history.

This will be Apple’s first event under the leadership of new CEO John Ternus, who officially assumes his role on September 1, succeeding former CEO Tim Cook, who will transition to the role of executive chairman. The event is also expected to reveal an enhanced version of the Siri voice assistant powered by artificial intelligence and large language models.

• Foldable iPhone: For the first time in the company’s history, marking a significant leap in its phone design.

Earlier this week, Apple announced new models of the Mac Mini and Mac Studio equipped with AI capabilities, with shipments set to begin on September 22. The event is scheduled to start at 10:00 a.m. Pacific Time.

The launch comes amid intensifying competition in the smartphone market, particularly with the entry of companies specializing in foldable phones. Analysts believe Apple’s move in this direction could redefine innovation standards in the industry and open new horizons for user experience.

Apple fans around the world are eagerly anticipating the event, which could mark a major turning point in the company’s trajectory, with expectations that the foldable phone will achieve significant commercial success, bolstered by the brand’s strong reputation and loyal user base.