Apple has locked in the date for its next big hardware keynote, and this one carries more weight than usual. It’s the first major product launch under new CEO John Ternus, and industry reports point to the debut of Apple’s first-ever foldable iPhone. Here’s what Apple has actually confirmed, and what’s still rumor.
When and How to Watch
Apple’s “Surprise and Shine” event is officially scheduled for Wednesday, September 9, 2026, at 10:00 a.m. Pacific Time — 1:00 p.m. Eastern, 6:00 p.m. in the UK, and 10:00 p.m. in Pakistan. The keynote streams free on Apple’s official website, its YouTube channel, and the Apple TV app, with no registration required. As in past years, the presentation is expected to be pre-recorded, with journalists getting hands-on time with new hardware afterward at the Steve Jobs Theater in Cupertino.
A New Chapter: First Keynote Under CEO John Ternus
John Ternus officially became Apple’s chief executive on September 1, 2026, with Tim Cook moving into the role of executive chairman after leading the company for roughly 15 years — a transition Apple’s board approved and announced earlier this year. September 9 will be Ternus’s first keynote as CEO, adding extra significance to an event that was already shaping up as one of Apple’s busiest launches in years.
What Apple Has Actually Confirmed
Beyond the date, time, and venue, Apple’s official invitation reveals little. The tagline “Surprise and Shine” appears next to a glowing Apple logo, and the invite reportedly includes a Siri-related Easter egg, fueling speculation that an upgraded Siri could feature in the presentation. Everything below about specific products, prices, and features comes from industry reporting and has not been confirmed by Apple.
iPhone 18 Pro and Pro Max: What’s Rumored
Multiple reports suggest this year’s fall lineup skips the standard iPhone entirely. The base iPhone 18, a new iPhone 18e, and an iPhone Air 2 are reportedly being pushed to a separate spring 2027 launch, leaving September for premium models only. Reported upgrades for the iPhone 18 Pro and Pro Max include:
- A variable-aperture main camera, a first for the Pro line
- A smaller Dynamic Island cutout
- Apple’s own C2 cellular modem
- A new A20 Pro chip reportedly built on a 2-nanometer process
- New color options, possibly including a dark cherry and a light “sky” blue
Some reports suggest pricing could rise by roughly $200–$350 over last year’s models, though Apple has confirmed no pricing.
Apple’s First Foldable iPhone
The most-discussed rumor is Apple’s first foldable phone, widely expected to be branded the iPhone Ultra — a name that is not officially confirmed. Reported specifications include a roughly 5.5-inch outer cover display, an inner display in the 7.6–7.8-inch range that unfolds into a small tablet, and a possible return to Touch ID instead of Face ID due to the folding design. Pricing is expected to exceed $2,000, with limited initial supply reported. If it arrives as described, it would be Apple’s most expensive iPhone yet and its clearest answer to Samsung’s long-running foldable lineup.
Other Products Expected
Reports also point to new wearables sharing the stage: an Apple Watch Series 12 with a reported ceramic case option, an Apple Watch Ultra 4, and two new AirPods 5 models — none of which Apple has confirmed.
| Product | Status | Key Reported Detail |
|---|---|---|
| iPhone 18 Pro / Pro Max | Rumored | Variable-aperture camera, C2 modem |
| iPhone Ultra (foldable) | Rumored, name unconfirmed | ~7.6–7.8″ inner display, Touch ID |
| Apple Watch Series 12 | Rumored | Ceramic case option |
| Apple Watch Ultra 4 | Rumored | Not detailed |
| AirPods 5 (two models) | Rumored | Not detailed |
| iPhone 18 / 18e / Air 2 | Reported delay | Expected spring 2027 |
Who Should Wait, and Who Shouldn’t
If the reports hold, September’s event is aimed at buyers chasing the newest camera hardware or curious about foldables and willing to pay a premium. Anyone wanting a more affordable iPhone should hold off, since the standard iPhone 18 and budget iPhone 18e reportedly aren’t part of this launch and may not arrive until spring 2027. Current Pro owners on a two-year upgrade cycle may find this a meaningful jump given the rumored camera and chip changes — but should wait for Apple’s official specs before ordering anything.
Final Thoughts
Apple’s September 9 keynote is shaping up to be one of its most consequential in years: a new CEO’s debut, a possibly overhauled Siri, and reportedly the company’s first foldable phone. Until Apple actually takes the stage, treat every spec, price, and product name above as reported or rumored rather than confirmed.
FAQ
When is Apple’s September 2026 event?
Apple has confirmed the event for Wednesday, September 9, 2026, at 10:00 a.m. Pacific Time, streamed from the Steve Jobs Theater at Apple Park.
How can I watch the Apple event live?
The keynote streams free on Apple’s official website, its YouTube channel, and the Apple TV app. No registration is required.
Will Apple launch a foldable iPhone in September 2026?
It’s widely reported and expected, possibly under the name “iPhone Ultra,” but Apple has not officially confirmed the product or its name.
Is the standard iPhone 18 launching in September?
Reports indicate the standard iPhone 18, iPhone 18e, and iPhone Air 2 are being pushed to a separate launch in spring 2027, with only Pro and foldable models expected in September. This is not officially confirmed by Apple.
Who is Apple’s new CEO?
John Ternus officially became Apple’s CEO on September 1, 2026, succeeding Tim Cook, who moved into the role of executive chairman — confirmed via Apple’s official newsroom announcement.