September 9, 2026, will mark a major turning point for Apple. During its traditional fall keynote, the Cupertino-based company will not only unveil its new iPhone 18 Pro models but will also usher in a new era of leadership. For the first time, this major product event will be led by John Ternus, Apple’s new CEO. Succeeding Tim Cook—who will retain the title of executive chairman after a fifteen-year reign—the former head of hardware engineering inherits a tech empire with unchallenged dominance. His immediate challenge: justifying the new features and pricing of this new generation to make his mark.