Apple will hold a launch event on September 9, 2026, at 10 a.m. Pacific Time (1 p.m. ET) livestreamed from the Steve Jobs Theater at Apple Park in Cupertino, its California headquarters [1, 2, 3, 4, 5]. The event’s tagline is “Surprise and shine” [1, 2, 3, 5]. This marks the first Apple event with John Ternus as CEO, who officially takes over from Tim Cook on September 1 [1, 2, 3, 5].
The headline announcement is expected to be Apple’s first foldable iPhone, reportedly called the iPhone Ultra. It is said to fold out to a tablet-like form factor similar to Samsung’s Galaxy Z Fold 8, which The Verge reviewer Dominic Preston described as "feels like the future" [1, 3, 4, 5]. Supply may be limited initially, with estimated 7–8 million units to ship in 2026, including 0.5–1 million units in Q3 2026. Pricing is expected to be near Samsung’s Galaxy Z Fold 8 Ultra at about $2,100 [4].
Alongside the foldable, Apple is likely to introduce the iPhone 18 Pro and iPhone 18 Pro Max models with iterative upgrades rather than full redesigns. The base iPhone 18 model is rumored to be delayed until 2027, so it may not appear at this event [1, 3, 4, 5].
Other possible announcements include the Apple Watch Series 12 and Apple Watch Ultra, although details are less certain [3, 4]. Apple also plans to launch a new version of its voice assistant, called Siri AI, featuring large language model technology that enables integration with apps like messaging and calendars [2, 5].
Software updates may include launch dates for iOS 27, iPadOS 27, macOS Golden Gate, and others [3]. Earlier this month, Apple announced new Mac Mini and Mac Studio models, which will begin shipping on September 22 [2].
Apple reportedly is developing new smart home devices that will integrate with Siri AI, such as an updated HomePod mini, an Apple TV box, and a smart display [5].
The event on September 9 will be the first major product showcase under Ternus’s leadership. His tenure begins on September 1, just days before the event. New Mac Mini and Mac Studio models announced earlier will ship starting September 22 [1, 2, 3, 4, 5].
