The Apple Event in September 2026 unfolded largely as anticipated, marking John Ternus’s first major showcase as chief executive. Despite the change at the top, the presentation retained the familiar structure that has defined Apple’s product launches for years.
A Familiar Presentation Format
Anyone who follows Apple closely will recognise the well-worn pattern of its September events. Beyond the expectation of new iPhone models, the flow of the presentation itself has become highly predictable.
The typical schedule opens with an entertaining introduction before the chief executive appears to welcome viewers and hint at the first product. A polished camera sequence then hands over to another executive to handle the launch, followed by further transitions to colleagues covering specific features before returning to the lead presenter. This cycle repeats for each product, occasionally culminating in a final major reveal framed as “One more thing”. The event closes with the chief executive summarising the lineup, thanking viewers, and a final sequence featuring the Apple logo.
Even with Ternus now at the helm, nothing about the format appeared noticeably altered. For Apple, this consistency signalled that the company is continuing as usual under new leadership.
A Brisk Run Time
One aspect that stood out was the length. At 1 hour and 17 minutes, the presentation was relatively short given the amount of hardware on display. It covered two smartphone models, or three including the iPhone 18 Pro Max, alongside the AirPods 5 and the refreshed Apple Watch lineup.
Despite the compact timing, Apple packed a considerable amount into the show. Yet some anticipated announcements did not materialise. Speculation had pointed to significant smart home changes and possibly an OLED iPad mini, neither of which appeared. What did emerge was a picture of a stable company delivering its lineup through carefully prepared launches and slick editing.
Ternus’s Understated Introduction
As the first major event following his appointment as chief executive, one might have expected the presentation to place heavy emphasis on Ternus. Relatively unknown to the general public, this was his first prominent appearance as the face of the iPhone maker.
Apple chose not to take that route. The introduction remained muted, allowing the products rather than the personality to take centre stage. The event ran for 1 hour and 17 minutes and featured the iPhone 18 Pro Max, AirPods 5 and the new Apple Watch range.
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Image: appleinsider.com
