John Ternus's first Apple keynote as CEO on September 9 will shape trader views, following his September 1 transition from hardware engineering lead and Tim Cook's exit. His internal memo highlighted a "huge launch next week that's going to be phenomenal," directly referencing the "Surprise and Shine" event expected to unveil the iPhone 18 Pro series, the first foldable iPhone (often called iPhone Ultra), updated Apple Watches, and further Apple Intelligence features building on the June WWDC Siri AI overhaul with Gemini integration. Traders focus on hardware-centric language from his engineering background, potential emphasis on product innovation or ecosystem integration, and any signals on post-Cook strategy amid competitive AI and device pressures. The event's proximity heightens sensitivity to pre-event leaks or supply chain reports on foldable production volumes.