Apple will present its new generation of iPhones next Wednesday, September 9, at Apple Park, its futuristic headquarters located in Cupertino, California. The event will begin at 10 AM local California time, which corresponds to 2 PM in Brasília time, and is considered one of the most important moments in the global technology industry calendar.
The presentation will have a special significance for the company this year, as it will be the first major product launch event held under the command of John Ternus, who took over as CEO on September 1, replacing Tim Cook, who spent 15 years at the helm of the company.
The event takes place at the Steve Jobs Theater, which is named in honor of Apple's founder, with capacity for approximately 1,000 people. The first presentation at the venue was held in September of a previous year, marking the beginning of a tradition of product launches by the company in that space.
The entire event features a heavy security scheme, reflecting the importance and global interest that Apple's launches generate, both among consumers and the technology industry as a whole.
