Apple is preparing for one of its most closely watched product events of 2026. The company will host its “Surprise and shine” Apple Event on September 9 at Apple Park in Cupertino, California, with the event scheduled to begin at 10 a.m. PT, or 10:30 p.m. IST in India.
The event is expected to be significant for two reasons: Apple could finally unveil its first foldable iPhone, while John Ternus will lead his first major product launch as the company’s new CEO.
Apple has officially confirmed the event, but several of the products and specifications being discussed ahead of the keynote remain based on reports and leaks.
Foldable iPhone Could Be the Biggest Apple Event 2026 Announcement
The most anticipated announcement is reportedly Apple’s first foldable smartphone, which is widely expected to be marketed as an iPhone Ultra.
Reports suggest the device could adopt a book-style design that resembles a small passport when folded. The foldable iPhone is also expected to feature a large internal display and a hinge designed to make the screen crease less noticeable.
The device is reportedly being positioned at the premium end of the smartphone market, with estimates putting its price at around $2,000 or higher. Reuters has reported expectations that the foldable could be priced above $2,500, although Apple has not confirmed its price or even the final product name.
The foldable iPhone would put Apple directly into a market currently led by companies such as Samsung, Huawei and Xiaomi.
Apple’s entry could be particularly important for the wider foldable smartphone market because of the company’s ability to turn emerging hardware categories into mainstream consumer products.
iPhone 18 Pro and iPhone 18 Pro Max Expected
The iPhone 18 Pro and iPhone 18 Pro Max are also expected to headline the September 9 event.
According to reports, the Pro models could retain much of the design language of their predecessors while receiving internal upgrades, including a new-generation processor, improved cameras and better thermal management.
The upcoming Pro models are widely expected to use Apple’s A20 Pro chip, while reports have also pointed to improvements in battery efficiency and cooling.
One important change to Apple’s launch strategy is that the company is reportedly splitting the iPhone lineup across different launch windows. The standard iPhone 18, iPhone 18e and next-generation iPhone Air are expected to arrive later, potentially in spring 2027.
That would make the September event more heavily focused on Apple’s premium iPhone models.
New Apple Watch Models Could Also Arrive
Apple is also expected to introduce new smartwatch models during the event.
The Apple Watch Series 12 and Apple Watch Ultra 4 are among the products reportedly in the pipeline. Rumours point to new colours and hardware improvements, while some reports have suggested additional health-monitoring capabilities.
Apple is also expected to continue expanding the role of Apple Intelligence and Siri across its hardware ecosystem.
However, the exact features and availability of new health and AI capabilities will only become clear once Apple makes its official announcements.
AirPods and Other Apple Products Could Get Updates
The September event could also bring updates to Apple’s audio and smart-home products.
Reports have suggested that AirPods 5 could be among the announcements, potentially with standard and noise-cancelling versions.
Apple is also reportedly working on updates to products including the Apple TV and HomePod mini, with faster processors potentially enabling more advanced Siri functionality.
However, not every product reportedly under development is expected to appear on September 9.
For example, new Macs, OLED MacBooks, a redesigned iPad mini and a dedicated Apple home hub could arrive at separate events later in the year.
Apple Home Hub Could Expand Its AI Strategy
Apple is reportedly developing a dedicated home hub designed to bring Siri and Apple Intelligence deeper into the smart-home ecosystem.
The device is expected to feature a screen of around seven inches and could use facial recognition to provide personalised information and content.
If launched, the home hub would represent Apple’s attempt to compete more directly in the smart-home market while making Siri a more visible part of consumers’ daily routines.
The product is reportedly expected in the coming months rather than necessarily at the September 9 event.
John Ternus Begins His First Major Apple Launch as CEO
The September event is also historic because it marks the beginning of the John Ternus era at Apple.
Apple announced in April that Ternus, previously the company’s senior vice president of Hardware Engineering, would become CEO effective September 1, 2026. Tim Cook moved into the role of executive chairman.
Cook’s final day as Apple CEO was August 31, after which Ternus officially took over.
This makes the September 9 event Ternus’ first major product launch as Apple’s chief executive.
His background is particularly relevant because he has spent years leading Apple’s hardware engineering organisation. His appointment could signal an increased emphasis on product development and execution as Apple enters a new phase of its AI strategy.
Tim Cook’s Role Will Still Matter
Although Tim Cook is no longer Apple’s CEO, he is not leaving the company.
Under Apple’s succession plan, Cook has become executive chairman of the board, meaning he will continue to have an important role at Apple.
His presence at the September 9 event will therefore be closely watched, particularly because the keynote represents the first major product launch after his 15-year tenure as CEO.
Apple Faces Several Challenges Under Ternus
Ternus begins his tenure at a critical time for Apple.
The company faces growing competition in artificial intelligence, pressure on supply chains and rising component costs. At the same time, Apple must determine how quickly and effectively to integrate AI into its products without compromising the privacy and user experience associated with its ecosystem.
Siri and Apple Intelligence will be particularly important. Apple’s AI strategy has faced delays and criticism, making the company’s next generation of AI-powered experiences a key area to watch.
The foldable iPhone could provide another major growth opportunity, particularly if Apple succeeds in turning the premium foldable category into a mainstream product segment.
Apple Event 2026: What to Expect
| Product / Announcement | September 9 Expectation |
|---|---|
| Foldable iPhone / iPhone Ultra | Expected |
| iPhone 18 Pro | Expected |
| iPhone 18 Pro Max | Expected |
| Apple Watch Series 12 | Expected |
| Apple Watch Ultra 4 | Expected |
| AirPods 5 | Possible |
| Apple TV update | Possible |
| HomePod mini update | Possible |
| Apple Home Hub | Reportedly later |
| OLED MacBook | Reportedly later |
| Standard iPhone 18 | Expected in 2027 |
Apple September 9 Event: Why It Matters
Apple’s September 9, 2026 event could represent more than another annual iPhone upgrade cycle. The potential arrival of a foldable iPhone would mark Apple’s entry into one of the industry’s most competitive emerging categories.
At the same time, the event will introduce investors and consumers to John Ternus as Apple’s new CEO at a major product launch.
Apple has officially confirmed the event, but the foldable iPhone, its final specifications, pricing and several other products remain subject to Apple’s official announcement. The keynote will therefore be closely watched for both the hardware announcements and the direction Ternus sets for Apple in the post-Tim Cook era.
Apple’s “Surprise and shine” event is scheduled for September 9 at 10 a.m. PT (10:30 p.m. IST).
