Apple’s September 9 event may reveal more than new iPhones. It could show how quickly the company wants John Ternus to replace Tim Cook as the public face of Apple.
Apple will hold its “Surprise and shine” event on September 9, 2026 at 10 a.m. Pacific Time, just eight days after John Ternus officially became CEO.
Apple has confirmed the event and the leadership change. What it has not confirmed is a report that former CEO Tim Cook will stay out of the prerecorded presentation.
Bloomberg’s Mark Gurman, as reported by MacRumors, says Cook plans to attend the screening at Apple Park but will not appear in the event video. If correct, the decision would give Ternus a much clearer stage for his first major product launch as CEO.
Will Tim Cook Appear in Apple’s September 9 Event Video?
Reportedly no. Mark Gurman says Tim Cook will attend the Apple Park screening but will not appear in the prerecorded presentation. Apple has not confirmed that detail.
MacRumors reported on September 7 that Apple has carefully planned the transition to make Ternus the face of its upcoming products. Gurman said including Cook in the presentation could take attention away from that goal.
That would be a noticeable change.
Cook spent 15 years as Apple CEO and became closely associated with the company’s product events. He regularly opened presentations, introduced major announcements and returned at the end to wrap things up.
Reuters confirmed that Cook completed his 15-year run as CEO when Ternus officially took over on September 1, 2026.
Cook has not left Apple. He is now executive chairman of the board.
Why Is the September Event Important for John Ternus?
This will be Apple’s first major product event since Ternus became CEO.
Apple announced the leadership change in April, saying its board unanimously approved the succession plan. Ternus had previously served as senior vice president of Hardware Engineering and has worked at Apple since 2001.
His background is closely tied to Apple’s hardware.
Apple says Ternus has worked across products including the iPhone, Mac, Apple Watch, iPad and AirPods. He joined the company’s executive team in 2021 before becoming CEO this month.
That makes the timing of his first major event especially interesting.
Instead of beginning his CEO tenure with a quiet transition period, Ternus is moving almost immediately into one of Apple’s most watched product launches of the year.
What Could Apple Announce on September 9?
Apple has not confirmed the products that will appear during the event.
The company’s official invitation only says “Surprise and shine” and confirms the September 9 date and 10 a.m. PT start time. Apple says the presentation will stream through Apple.com, Apple TV and YouTube Live.
Reuters reports that Apple is expected to unveil its next iPhone lineup and could introduce its first foldable iPhone.
A foldable model would make Ternus’ first event more significant than a normal yearly iPhone update.
Apple has not confirmed a foldable iPhone, its name, specifications or release date. Those details should remain classified as expectations until Apple announces them.
Why Tim Cook’s Reported Absence Matters
Cook moving out of the video would send a simple message: Apple wants viewers to start associating new products with Ternus.
Apple could have taken a slower approach by putting both executives on stage or in the video during the transition. If Gurman’s report is correct, it appears to have chosen a cleaner handover.
That does not mean Cook has disappeared from Apple.
As executive chairman, Apple says he will continue helping with certain parts of the business, including relationships with policymakers around the world.
The difference is that Ternus is now responsible for leading the company and becoming the executive customers see when Apple talks about its future.
That process could begin very visibly on September 9.
When and Where Can You Watch the Apple Event?
The Apple event starts September 9 at 10 a.m. PT. For viewers in the Philippines, that is September 10 at 1 a.m. PHT. Apple’s Philippine website confirms the local time.
The products will get most of the attention once the presentation begins.
But this year, Apple’s leadership may be just as important to watch. If Cook really stays out of the event video, the September launch could become the moment Apple publicly moves from the Cook era into the Ternus era.
Sources
- Apple: April 2026 leadership transition announcement and September 9 event information.
- MacRumors: September 7 report citing Bloomberg’s Mark Gurman on Cook’s expected absence from the event video.
- Reuters: Reporting on Ternus becoming CEO and expectations for Apple’s September product event.
Written by Liam Hisona
Published: September 8, 2026
