Apple has officially confirmed the date of its major September launch event, with this year's showcase scheduled for 10 September 2026 under the tagline "Surprise and shine." The event will begin at 2AM Malaysia time, with Apple expected to livestream the presentation through its official website and other supported streaming platforms for viewers who will not be attending in person.
As usual, Apple has not revealed exactly what will be announced. However, this year's event could be particularly significant because it is expected to be the company's first major product launch following John Ternus' appointment as CEO, with Ternus officially taking over from Tim Cook on 1 September.
A New Era for Apple Under John Ternus
The September event could therefore carry more symbolic weight than a typical iPhone launch.
Tim Cook has overseen Apple through an enormous period of growth, including the expansion of Apple Silicon, services, wearables and increasingly tightly integrated hardware ecosystems.
John Ternus stepping into the CEO position marks the beginning of a new leadership era for the company.
The timing means the "Surprise and shine" event could effectively become Ternus' first major opportunity to present Apple's product direction under his leadership.
Naturally, the biggest attention will still be on the hardware.
iPhone 18 Pro and Pro Max Expected
Reports suggest Apple will introduce the iPhone 18 Pro and iPhone 18 Pro Max during the September presentation.
Both models are expected to use Apple's new A20 Pro chipset, continuing the company's annual move toward faster and more efficient custom silicon.
Camera improvements are also widely expected, although Apple has yet to confirm specific specifications.
The Pro models will likely remain positioned as Apple's most advanced conventional smartphones, offering the strongest processor, camera technologies and premium hardware features.
However, they may not be the most interesting iPhones announced this year.
That distinction could belong to Apple's long-rumoured foldable device.
Apple's First Foldable iPhone Could Finally Arrive
One of the biggest expectations surrounding the event is the possible introduction of Apple's first foldable iPhone.
The device has repeatedly been referred to in reports as the "iPhone Ultra," although Apple has not officially confirmed either the product or its final name.
Rumours suggest the foldable could use an internal display approaching the size of an iPad mini, effectively giving users a compact smartphone that unfolds into something closer to a small tablet.
If true, the device would represent one of the biggest changes to the iPhone form factor since the product was introduced.
Apple has traditionally entered new hardware categories later than some competitors, often waiting until it believes the technology is mature enough for a polished consumer product.
Samsung, Google, Huawei and several Chinese manufacturers have already spent years refining foldable smartphones.
Apple's arrival could therefore significantly increase mainstream interest in the category.
The Standard iPhone 18 May Be Delayed
Interestingly, reports suggest Apple may change its traditional release schedule this year.
The standard iPhone 18 might not appear alongside the Pro models in September.
Instead, Apple could delay the regular model until sometime in 2027.
If that happens, it would represent a notable change to Apple's usual strategy of launching its mainstream and premium iPhones together.
One possible result would be a September lineup focused almost entirely on premium hardware, with the iPhone 18 Pro, Pro Max and foldable model occupying the spotlight.
Apple has not confirmed this approach, however, so the standard iPhone 18 remains one of the bigger unanswered questions heading into the event.
Apple Watch Series 12 and Ultra 4 Could Join the Launch
The event is also expected to include updates to Apple's wearable lineup.
Reports point toward the arrival of the Apple Watch Series 12 alongside the Apple Watch Ultra 4.
The Series 12 would continue Apple's mainstream smartwatch lineup, while the Ultra 4 would likely remain targeted toward athletes, outdoor users and customers wanting longer battery life and a more rugged design.
Apple has increasingly positioned the Watch as both a lifestyle product and a health-focused device, so any improvements to sensors, fitness tracking or wellness features will likely receive considerable attention.
The September event has traditionally served as the natural launch window for new Apple Watch hardware, making these announcements among the more likely additions.
AirPods 5 May Also Make an Appearance
Another product expected at the event is AirPods 5.
Recent leaks suggest Apple is preparing another generation of its mainstream wireless earbuds.
Specific details remain uncertain, but typical improvements could include better sound quality, battery efficiency, microphone performance and tighter integration with Apple devices.
Reports have also claimed that Apple has been experimenting with camera-equipped AirPods, although that project is reportedly not ready for this year.
Those more ambitious AirPods are instead said to have been delayed until 2027.
The idea of putting cameras into wireless earbuds sounds unusual, but such hardware could potentially support environmental awareness, gesture recognition or future spatial-computing features.
For September, however, conventional AirPods 5 appear considerably more realistic.
New Smart Home Hardware Is Also Possible
Apple's smart-home lineup could receive some attention as well.
Rumours have pointed toward a new home hub, potentially giving Apple a stronger central device for controlling HomeKit accessories and other connected hardware.
An updated HomePod mini has also been mentioned.
These products remain less certain than the iPhone and Apple Watch announcements, though.
Apple sometimes separates its major launches across different events rather than introducing every product in September.
The company could therefore reserve smart-home hardware for a later presentation.
Still, with Apple increasingly interested in creating a more connected ecosystem throughout the home, any new hub product would be worth watching closely.
The Event Tagline Leaves Plenty of Room for Speculation
Apple event slogans are often deliberately vague, and "Surprise and shine" is no exception.
The "shine" part could potentially reference new materials, colours, displays or camera features.
"Surprise," meanwhile, naturally encourages speculation that Apple may have something beyond the expected annual updates.
A foldable iPhone would certainly qualify.
But Apple's event taglines rarely provide a literal roadmap of everything being announced, so reading too much into the phrase is probably unwise.
What does seem clear is that this September event could be larger than the usual incremental iPhone refresh.
Between a leadership transition and the potential arrival of an entirely new iPhone form factor, Apple has plenty of reasons to make the event memorable.
A Foldable Could Be the Biggest Story
If Apple does unveil its first foldable smartphone, it could easily overshadow everything else announced.
Foldable phones remain relatively expensive and still represent a small portion of the overall smartphone market.
Apple entering the category could change that.
The company has an enormous installed base of iPhone users and developers, meaning even a premium foldable could push more applications and services toward larger adaptable mobile interfaces.
It could also place additional competitive pressure on Samsung's Galaxy Z Fold lineup, which has spent years establishing itself as one of the most recognisable book-style foldable phones.
For Apple users who have wanted a larger display without carrying an iPad, the concept could be particularly appealing.
The biggest questions would naturally revolve around durability, thickness, battery life and price.
Apple's September Event Could Signal Its Next Direction
Beyond individual products, this year's presentation may offer a broader indication of how Apple intends to evolve under new leadership.
The company is increasingly balancing several major priorities at once:
A successful foldable launch would demonstrate that Apple remains willing to experiment with major hardware changes rather than simply refining the existing iPhone design indefinitely.
At the same time, continuing improvements to the Apple Watch, AirPods and home devices would reinforce the ecosystem strategy that has become central to the company's business.
Final Thoughts
Apple's "Surprise and shine" event on 10 September 2026 could become one of the company's most important launches in years.
The expected iPhone 18 Pro and Pro Max will undoubtedly attract attention, particularly with the new A20 Pro chip and anticipated camera upgrades.
But the real excitement surrounds the possibility of Apple finally entering the foldable smartphone market with what has frequently been referred to as the iPhone Ultra.
Add potential announcements involving the Apple Watch Series 12, Apple Watch Ultra 4, AirPods 5 and new smart-home hardware, and the event could cover considerably more than the usual annual iPhone refresh.
It will also arrive just days after John Ternus officially takes over as Apple CEO, giving the presentation another layer of significance.
Apple is promising a little "Surprise and shine."
If the foldable rumours prove accurate, the surprise may finally be an iPhone that literally unfolds into something completely different.
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