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The event will also mark the first public appearance as CEO for John Ternus, who takes over from Tim Cook on Sept. 1

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Apple $AAPL announced on Wednesday that a product launch event is set for Sept. 9 at 10 a.m. Pacific time at its Cupertino, California campus. Media invitations bear the tagline "Surprise and shine" alongside a glowing Apple logo, the company said.

New iPhones and Apple Watches are widely anticipated at the event, along with what analysts say would be Apple's first folding phone, the company said. When open, the device would expand to roughly the dimensions of a small tablet, according to Engadget.