Apple’s September 9 event is shaping up to be one of the company’s most closely watched launches in years. The spotlight is naturally on the expected iPhone 18 Pro, but another question is creating almost as much curiosity: will Tim Cook actually take the stage and introduce Apple’s newest flagship?
The answer is complicated. Tim Cook is still expected to be present when Apple hosts the event, but he is no longer the company’s chief executive. After around 15 years leading Apple, Cook has moved into the role of executive chairman, while John Ternus officially became CEO on September 1.
That leadership change makes the September 9 presentation different from previous iPhone launches. Cook has been one of the most recognisable faces of Apple events for years, often opening major product presentations and setting the tone for what follows. This time, however, the stage belongs to a new CEO.
Tim Cook Will Attend, But Not Lead
According to a recent report, Tim Cook is expected to attend Apple’s September 9 event, but he is likely to watch the presentation from the VIP section rather than deliver the main product announcements.
That means Cook could technically be present when the iPhone 18 Pro launch takes place, but consumers may not see him playing his traditional role during the livestream. The distinction matters because this will be the first major iPhone launch under John Ternus as Apple CEO.
For Apple followers, this could feel unusual. Cook has been closely associated with the company’s product launches since taking over from Steve Jobs. His absence from the main presentation would therefore signal more than a simple change in presenters. It would publicly underline Apple’s leadership transition.
Still, Cook remaining at the event suggests that his relationship with Apple has not disappeared. His new executive chairman position keeps him connected to the company, even though day-to-day leadership has shifted to Ternus.
John Ternus Gets His Big Moment
The September 9 event is particularly important for John Ternus because it represents his first major iPhone launch as Apple CEO.
Ternus officially took charge on September 1, meaning the timing is almost immediate. Just days after taking over the top position, he is expected to oversee one of Apple’s biggest annual product announcements.
In a message to Apple employees, Ternus reportedly described the upcoming launch as “phenomenal.” The event itself carries the title “Surprise and Shine,” adding to expectations that Apple could have more than just routine smartphone upgrades planned.
This makes the September 9 event a major test of Ternus’s public leadership. While Apple’s product teams and executives have worked on these devices for years, the presentation will still introduce customers to the company’s new leadership era.
iPhone 18 Pro Expected on September 9
The biggest hardware announcement is expected to be the iPhone 18 Pro, alongside the larger iPhone 18 Pro Max.
Unlike previous years, Apple is also expected to introduce another major device that could steal attention from the traditional Pro models. Reports indicate that the company could finally unveil its first foldable iPhone at the same event.
The expected smartphone lineup therefore includes the iPhone 18 Pro, iPhone 18 Pro Max and Apple’s first iPhone Fold. The regular iPhone 18 is reportedly expected later, potentially arriving early next year instead of joining the September launch.
That would give Apple a somewhat unusual product strategy. Rather than introducing the entire iPhone 18 family together, the company could first focus on its premium models and foldable technology.
For buyers waiting for the next-generation iPhone, the September event could therefore be much more significant than an ordinary annual refresh.
First Apple Event Without Cook
Tim Cook’s possible absence from the main stage is arguably one of the biggest stories surrounding this launch.
For many years, Apple events have had a familiar rhythm. Cook would walk onto the stage, greet the audience and begin the presentation before handing different sections to other Apple executives.
That pattern could change completely on September 9.
Cook became Apple CEO in 2011 and remained in the position for roughly 15 years. His move to executive chairman represents a major leadership transition for one of the world’s most valuable technology companies.
The interesting part is that Cook is not disappearing from the company entirely. His expected attendance means he could still be physically present as Apple introduces its next generation of products.
For viewers, however, seeing him seated among VIP guests instead of leading the presentation could be an emotional moment. It also gives Ternus the opportunity to establish his own presence in front of Apple’s global audience.
What Else Could Apple Reveal?
The iPhone 18 Pro series may headline the event, but Apple is reportedly preparing several other products as well.
The company could introduce the Apple Watch Series 12 and Apple Watch Ultra 4 during the September presentation. AirPods 5 are also reportedly among the products that could appear.
If these products arrive alongside the iPhone 18 Pro and foldable iPhone, Apple’s September event could become one of its broadest hardware showcases in recent years.
The foldable iPhone is especially important because it would represent Apple entering a category that competitors have already occupied for several product generations. Apple has traditionally taken its time before entering new hardware segments, often waiting until the technology and user experience are mature enough for its standards.
A foldable iPhone appearing alongside the Pro models would therefore give the event another major headline beyond the usual camera, processor and design improvements.
When Can You Watch Apple’s Event?
For viewers in India, the September 9 Apple event is expected to begin at around 10:30 PM IST.
The presentation is expected to be available through Apple’s online channels, allowing viewers around the world to watch the product announcements live.
For Indian iPhone fans, the timing means the important announcements will arrive late in the evening. Those waiting specifically for the iPhone 18 Pro, iPhone 18 Pro Max or the rumoured foldable model will not have to wait until the following day to find out what Apple announces.
The event should also provide the clearest answer about Apple’s new leadership structure. Instead of Tim Cook opening the show, viewers will likely get their first major look at how John Ternus handles the biggest annual product presentation in his new role.
Why Tim Cook’s Role Matters
The question of whether Tim Cook will “launch” the iPhone 18 Pro is really about more than one product announcement.
Cook’s career as Apple CEO has been strongly connected with the company’s modern identity. His presence at previous launches became part of the Apple event experience, even when other executives handled specific products.
This year, the situation is different. Cook can be present without being the person introducing the product. That is why the answer is both yes and no.
Yes, Cook is expected to be at the September 9 event. No, he is not expected to return as Apple CEO and lead the iPhone 18 Pro presentation. The main responsibility is now expected to rest with John Ternus and the wider Apple leadership team.
A New Era Begins at Apple
The September 9 event could ultimately be remembered for more than the iPhone 18 Pro.
It marks the beginning of a new public chapter for Apple, with John Ternus taking the CEO role and Tim Cook moving into the executive chairman position. At the same time, Apple is expected to introduce its next premium iPhones and potentially its first foldable device.
That combination makes this event unusually important. Consumers will be watching the products, but investors, industry observers and longtime Apple fans will also be watching the leadership transition.
Tim Cook may be sitting in the audience rather than standing at centre stage, but his presence could still make the event feel connected to the Apple era he shaped for more than a decade.
Conclusion
Apple’s September 9 event is expected to bring the iPhone 18 Pro, iPhone 18 Pro Max and potentially the company’s first foldable iPhone. Tim Cook is also expected to attend, but reports indicate that he may watch the presentation from the VIP section instead of leading it. That puts the spotlight firmly on new CEO John Ternus, who took charge only days before the event. The launch could therefore become a defining moment for both Apple’s next-generation hardware and its new leadership era. For the latest updates, keep following the event coverage as Apple unveils its newest products.
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