Apple’s Keynote Is Fashion Week for Tech People
What to know
ClosetKept AI- Apple's September keynote event held at Steve Jobs Theater in Cupertino, California.
- iPhone 18 Pro debuted with camera features, shutter speed improvements, and Apple Watch transcription capabilities.
- Apple Watch available with Titanium Hermès band option.
- Event held early September 2026; keynote led by new CEO John Ternus.
By Trey Dickenson, as told to Jake Silbert.
To most of the world, Cupertino is a made-up city that they associate with their weather app. But for people who love tech, it’s where we gather for the greatest launch from the most influential brand in the world every year.
Us editors in New York City correlate September with fashion week but the foundation of viewing and sharing those moments begins with the products in Cupertino, literally. Like, the actual phones we all shoot with come from here, and then there's the feeling on the ground, a come-to-be-seen vibe similar to fashion week. Plus, fashion week is more than just fashion: it's news, new clothes, new everything.
Anecdotally, several people told us they were late to the kickoff of this year's New York Fashion Week because they were traveling back from Cupertino. I was one of them.
In early September, we set foot on "The Park" en route to Steve Jobs Theater, not going 10 feet without being smiled at and greeted by someone in red (the shade worn by Apple staff at the event). After one, two or three apple tarts for breakfast — I know, how clever — it was mingle time. Then, we were led downstairs.
Quick thoughts: the fashion guys of New York would say that backpacks are dead but that ain't true in Cupertino. And the peanut-butter-colored chairs remind me of Audi leather up close, staying true to the Apple design way.
And, before it all kicked off, I peeped Tim Cook chilling in the corner like a hooper coming back for a homecoming game. That us regular attendees were going up to show love is a true testament of how loved and respected bro is.
You already know the keynote itself, if you're an Apple head. New CEO John Ternus kicked it off before debuting the iPhone 18 Pro, and detailing features related to the camera, shutter speeds, and Apple Watch transcriptions which will come in extreme handy during our daily editorial meetings. Though, I'm maybe only willing to wear one if it’s the Titanium Hermès band. Oh, and obviously you have to mention the iPhone Duo joint. Can’t wait to cop so I can slam a phone shut again like the good ol’ days.
The best thing about attending the keynote IRL is hearing the real-life reactions to the reveals, something that's frowned upon at fashion happenings because everybody considers themselves so high class. Wearing sunglasses and crossing their legs and shit. Not here. Gasps, claps and Macbooks opening to type announcements in real time.
Another moment normally exclusive to the fashion elites? The moment where a fashion show ends and you go backstage to touch the product you just saw. In Cupertino after the keynote, the lobby was set up like an Apple store with all the shiny new products we just saw, complete with staff ready to show what they’ve been working on all year.
Hundreds of different languages flood the air as onlookers from both sides, staff and guests alike, smile with pure glee. But whether it was real or fake, I couldn’t tell. The staff, guests, and even the PR women running around all wore smiles unlike any I've ever seen at a fashion show.
Personally, it felt like Disneyland. The rainbow sculpture and gift shop (where I balled out) only added to the lore.