Apple’s “Surprise and Shine” Event Is Set for September 9: What to Expect
Apple has officially announced its next major product event. The keynote will take place on September 9, 2026, at 10 a.m. PT, with the tagline “Surprise and Shine.” Viewers will be able to watch the event on Apple’s website, Apple TV, and YouTube.
This year’s September event could be one of Apple’s most important launches in years. Alongside the expected iPhone 18 Pro lineup, Apple is widely rumored to introduce its first foldable iPhone, possibly positioned as a new iPhone Ultra model.
The event may also mark the first major Apple keynote under John Ternus, who is expected to take over as Apple CEO from Tim Cook on September 1, according to multiple reports.
The Foldable iPhone Could Be the Main Event
The biggest expected announcement is Apple’s first foldable iPhone.
Reports suggest the device may use a book-style folding design, with an outer display of around 5.5 inches and an inner display around 7.6 inches when opened. That would place it closer to a compact tablet than a typical large-screen phone.
If Apple launches it as an iPhone Ultra, the positioning would make sense. A foldable iPhone is unlikely to be a mainstream entry-level product at first. Rumors point to a premium price range between $1,999 and $2,500, which would put it above the regular Pro lineup.
The tradeoffs will matter. Reports suggest Apple may use a titanium frame, a thinner body, a side-mounted Touch ID button instead of Face ID, and a dual-camera system without a dedicated telephoto lens. If true, Apple will need to convince buyers that the larger folding display is worth those compromises.
iPhone 18 Pro May Be More Iterative
The iPhone 18 Pro and iPhone 18 Pro Max are also expected at the event, but they may be more traditional upgrades.
Rumored changes include Apple’s new A20 Pro chip, built on a 2nm process, a possible variable-aperture main camera, Apple’s own C2 cellular modem, a smaller Dynamic Island cutout, new colors, and potential price increases linked to memory supply constraints.
That makes the Pro models important, but not necessarily the headline. If the foldable iPhone appears, it will likely become the product that defines this event.
Apple Watch and Smart Home Products Could Join
Apple is also expected to update its wearables. Rumored products include Apple Watch Series 12 and Apple Watch Ultra 4, with upgrades focused on processors and health sensors rather than a major redesign. A ceramic case option for Series 12 has also been mentioned in reports.
Apple’s smart home lineup may get attention too. Possible announcements include a new Apple TV 4K, a refreshed HomePod mini, and a long-rumored Home Hub with a 7-inch display and FaceTime support.
There is also speculation around a new iPad mini, possibly with an OLED display, though that is less certain.
Software Release Dates Are Also Expected
Alongside hardware, Apple will likely confirm public release dates for its next operating systems, including iOS 27, iPadOS 27, and macOS Golden Gate.
For most users, this part may be more immediately useful than the hardware rumors. Even if they are not buying a new device, Apple’s fall software updates shape the experience across iPhone, iPad, Mac, Watch, and Apple TV.
