Apple is holding its iPhone launch event on September 9

Apple said the iPhone launch event will take place on September 9. The event is expected to include the long-awaited foldable iPhone, although that product detail remains a rumor rather than a confirmed announcement. It will also be the first Apple event with John Ternus as CEO after he takes over from Tim Cook on September 1.

The immediate company in focus is AAPL, whose FY 2025 revenue was $416.2B, up 6.4% year over year, according to SEC EDGAR data. Apple reported a 46.9% gross margin, a 26.9% net margin and diluted EPS of $7.46 for that fiscal year.

The September 9 presentation should clarify which products are actually launching, their pricing and availability, and how prominently Apple positions the foldable device. The early CEO transition also gives the event a governance and continuity angle, while the subsequent market test will come through demand indicators and Apple's next reported results.