See John Ternus live at Steve Jobs Theater in his first event as CEO

Apple's highly anticipated launch event is set for September 9, with a focus on groundbreaking announcements. The event, titled "Surprise and shine," will be streamed on Apple's website, as the tech giant prepares to unveil new iPhone models, expected to include the first-ever foldable iPhone. Analysts anticipate a price increase for iPhones, following similar raises on Macs and iPads.

This launch marks a significant debut for Apple CEO John Ternus, who assumed his role on September 1. Ternus, a hardware engineer, will make his first keynote appearance as CEO, potentially setting new precedents and diverging from his predecessor Tim Cook's strategies. The event may also introduce Apple's new AI software, including the revamped Siri and Apple Intelligence.

Ternus shared his second X post with a 14-second video featuring a mysterious light, while his inaugural message simply read "hello". Apple's main competitors in China, Huawei and Xiaomi, have already unveiled their foldable phone offerings, showing the growing global interest in this emerging technology.