Highlights
- Apple’s “Surprise and shine” event is set for September 9.
- The event will unveil the iPhone 18 Pro, Pro Max, and Apple’s first foldable iPhone Ultra alongside new Apple Watch and AirPods.
- The iPhone 18 Pro lineup will feature hardware upgrades like a variable‑aperture main camera, smaller Dynamic Island, C2 modem, and foldable iPhone Ultra is expected with a titanium frame, 5.3–5.5″ outer and 7.6–7.8″ inner displays.
Counting down with everyone! https://t.co/FhRumftT4S
— Tim Cook (@tim_cook) August 26, 2026
Apple has finally confirmed the date for its next major product event. The company will host the event on September 9 at 10 am PT and has started teasing under the tagline “Surprise and shine.” The event invite shows a glowing Apple logo with sunlight passing through it.
The upcoming event is expected to bring the iPhone 18 Pro series alongside Apple’s first foldable iPhone. The company is reportedly planning three major iPhone announcements including the iPhone 18 Pro, iPhone 18 Pro Max and a foldable model that is rumoured to be called the iPhone Ultra.
This year’s event will also take place around an important change in Apple’s leadership. John Ternus is set to become Apple’s CEO on September 1, while current CEO Tim Cook will move into the role of executive chairman. Here’s a quick roundup of everything you need to know.
Apple’s September 9 Event – What to Expect?
Apple is not expected to announce a standard iPhone model during its September event this year. Instead, the company is reportedly dividing its usual annual iPhone launch into two phases.
The iPhone 18, iPhone 18e and iPhone Air 2 are expected to follow in spring 2027, which leaves the premium Pro models and the rumoured foldable iPhone as the main attractions of the September event.
iPhone 18 Pro.
The iPhone 18 Pro and iPhone 18 Pro Max are not expected to receive major changes to their basic design or display sizes. Apple is instead reportedly preparing several hardware upgrades that could improve the display, camera and connectivity experience.
Among the rumoured changes is a variable-aperture main camera, which would be a notable change to the camera system. The Dynamic Island is also expected to become smaller, while Apple’s C2 cellular modem could bring new connectivity capabilities to the Pro models.
Apple may also introduce four colour choices for the iPhone 18 Pro lineup and are said to include dark cherry, black, silver and light blue.
Brace for Apple’s First Foldable iPhone – iPhone Ultra
The foldable iPhone is expected to be the biggest reveal of Apple’s September event. The device is rumored to use the iPhone Ultra name and could adopt a book-style folding design. When folded, the device is expected to feature an outer display measuring between 5.3 and 5.5 inches. Opening it up could reveal a significantly larger inner screen measuring between 7.6 and 7.8 inches.
Apple is also rumoured to be using a titanium frame for the foldable phone. The device is expected to have an ultra-thin profile, while its folding display could offer a virtually crease-free experience.
The biometric system could also differ from the one used on Apple’s current iPhones. Instead of Face ID, the foldable model may have Touch ID built into its power button. Camera hardware is rumoured to include two front-facing cameras and two cameras on the rear.
All of this is expected to make the foldable iPhone considerably more expensive than Apple’s existing models. Current estimates put its starting price at around $1,999, while some reports suggest that certain configurations could cost as much as $2,500.
Apple Watch Series 12 and Ultra 4
Apple’s smartwatch lineup could receive updates at the same event. The company is expected to introduce the Apple Watch Series 12 and Apple Watch Ultra 4.
Major changes to the exterior design are not expected for either model. Instead, Apple is reportedly planning to concentrate on upgraded processors and new health-related features. A new Apple Watch SE is not currently expected to be announced.
The company is also expected to introduce AirPods 5. However, AirPods Pro models featuring Visual Intelligence are not expected until next year at the earliest.
Apple has already announced new Mac mini and Mac Studio desktop hardware with the two products scheduled to become available on September 22.
How to Watch the iPhone 18 Pro Launch Event?
Apple will make the event available to watch through apple.com, YouTube and the Apple TV app. The event is expected to use a prerecorded presentation, while members of the press will attend at Apple Park in Cupertino, California.
With the event now officially announced, Apple is expected to reveal more details about its upcoming products when the presentation takes place on September 9.
Apple ‘Surprise and shine’ Hashmoji Goes Live on X
Apple has also continued its tradition of creating a custom X hashmoji for its events.
The new #AppleEvent hashmoji is already live on X following the event invitation release. The artwork takes inspiration from the invitation and features an Apple-shaped halo around the sun and the “Surprise and shine” tagline. This means that anyone posting on X with #AppleEvent will see a customised Apple logo displayed alongside the hashtag.
The hashmoji went live just hours after Apple’s SVP of Marketing, Greg Joswiak, teased it in a post on X. Tim Cook later reposted Joswiak’s message and added comments of his own.
Surprise and shine! It’s almost time for the #AppleEvent, on Wednesday, September 9! pic.twitter.com/SLkIcNmLwP
— Greg Joswiak (@gregjoz) August 26, 2026
With the event now officially confirmed, more details about the iPhone 18 Pro lineup and Apple’s first foldable iPhone are expected to emerge ahead of September 9.
