Apple’s annual fall event is normally a predictable mix of hardware refreshes and software polish, but the 2026 edition looks like a turning point. With the “Surprise and shine” keynote scheduled for September 9th at Apple Park, the company is expected to debut a new wave of iPhones, smartwatches, and earbuds. It also marks the first major product launch under CEO John Ternus, who succeeded Tim Cook on September 1st. That leadership change gives the keynote a significance that goes beyond a typical product update, making it an early indicator of Ternus’s priorities.
Apple has not confirmed any products ahead of the event, but the invitation itself hints at a brighter, showier presentation than usual. The event will stream live on Wednesday, September 9th, starting at 1PM ET / 10AM PT. Viewers can watch on Apple’s website, Apple TV, and YouTube. As is customary for September launches, the event will likely be followed by press demo areas and first impressions from the company’s partners.
How to watch Apple’s September launch event
Apple’s “Surprise and shine” event kicks off at Apple Park in Cupertino, California, at 1PM ET / 10AM PT. The company will stream the entire keynote online, and no special hardware is required to tune in. The easiest way is to visit Apple’s events page from any browser, but the same stream will be available through the Apple TV app and Apple’s official YouTube channel. If you want to avoid the live feed’s occasional buffering, the full video is usually available shortly after the event concludes.
Because this is a September Apple event, expectations are focused on hardware. However, the company has also used these keynotes to announce dates for public software releases, so the current iOS and watchOS updates could get formal availability announcements during the same presentation. With Ternus now in charge, the keynote may also include hints about Apple’s broader strategy around artificial intelligence, subscription services, and foldable device development.
The iPhone 18 might be a no-show
Apple usually announces new iPhones at its September event, but the base iPhone 18 might not make the cut this year. It is reportedly being held until early next year, and it might end up launching alongside the iPhone 18E and an updated iPhone Air. If accurate, that schedule would represent a major shift for Apple’s entry-level lineup. In previous years, the standard model launched side-by-side with the Pro models, giving customers a clear choice from day one. Delaying the base model could force more people to choose a Pro phone ahead of the holidays, even if they do not need the extra camera hardware and performance.
There are also business reasons Apple might want to stagger its launches. The standard iPhone has become more expensive every few years, and sales have increasingly skewed toward the Pro line. By holding the base model until early next year, Apple can keep attention on the premium devices during the holiday quarter while giving supply partners more time to manage component yields. The timing could also allow Apple to pair the base model with its next budget-focused chipset and more mature software features, reducing the risk of early production issues.
For customers who are not interested in Pro-tier photography or high-refresh-rate displays, that delay could be frustrating. The iPhone 17 is still a strong device, but buyers who have been waiting for the next standard upgrade may need to hold on for several more months. The good news is that Apple is still expected to launch multiple new phones on September 9th, so the event will not be without fresh hardware.
The iPhone 18 Pro and Pro Max could launch with a price hike
While the base iPhone 18 might be delayed, Apple is still expected to launch its latest high-end phones on September 9th. The iPhone 18 Pro and iPhone 18 Pro Max are rumored to bring larger batteries, a more efficient display, and a smaller Dynamic Island cutout that could make the screen feel more immersive. One of the most interesting reported changes is a variable aperture camera system, an upgrade that has been rumored for several generations. If Apple finally introduces this feature, it would give users more control over depth of field and improve low-light photography by allowing the lens to let in more light when needed.
Leaked photos of supposed dummy models also hint at this year’s color lineup, which could include black, silver, light blue, and a dark cherry purple. Dummy units are often used by case makers to test accessories ahead of launch, so they are not always perfectly accurate. Still, they have a reasonable track record when they appear just before a keynote, and the reported colors match the kind of mature, subtle palette Apple has used in recent Pro launches.
Unfortunately, there is also a good chance the iPhone 18 Pro and Pro Max will cost more than last year’s models. Apple raised prices on nearly all of its products earlier this year due to rising component costs, especially for memory and wafer-level packaging. The September 9th event could be when those increases finally reach the iPhone lineup. Rumors suggest a potential price bump of around $100 to $200 for the Pro models, though Apple has not made any official announcement. If that happens, it would make the decision to upgrade even harder for people who bought an iPhone 17 Pro last fall.
Apple might announce its first foldable phone
One of the most intriguing possibilities for the September 9th event is Apple’s first foldable device, widely referred to as the iPhone Ultra. Earlier this year, images of an apparent dummy model leaked online, showing a passport-style design similar to Samsung’s Galaxy Z Fold 8 and the Xiaomi 18 Fold. The device reportedly opens like a book, revealing a larger internal display, while keeping a usable screen on the outside. If Apple announces this product, it will mark a long-awaited entrance into a category the company has ignored for years.
Apple’s foldable has been rumored for many generations, but the supply chain appears to have become far more active in recent months. Analysts have suggested that Apple is using a hinge design that allows the screen to fold with a tighter radius, reducing the visible crease that remains a common criticism of foldable phones. The device could also benefit from Apple’s tight integration between hardware and software, giving ipad-style multitasking features more polish than what is currently available on rival devices.
Samsung’s Galaxy Z Fold 8 has been well received since its debut this year, with reviewers describing it as feeling like the future. Apple’s version will likely be compared directly to Samsung’s device, even though it is arriving later and will probably be priced at a premium. Some reports claim the iPhone Ultra could cost over $1,800, putting it far above every other iPhone Apple has ever released. The question is whether Apple’s messaging around durability, camera quality, and app compatibility can convince early adopters to spend that much on a form factor they have never tried from Apple before.
The ceramic Apple Watch may finally return
Last year’s September event included the Apple Watch Series 11 and Ultra 3, and there is a good chance both wearables will receive updates this year. According to recent reports, the Apple Watch Series 12 could bring back a premium ceramic case option, which Apple abandoned several years ago. Ceramic was once a pricey Apple Watch style that appealed to people who wanted something lighter and more scratch-resistant than steel, but it disappeared from the lineup as Apple shifted its attention to sport-focused aluminum and titanium models.
The Series 12 is also expected to come with new band colors and configurations, but it probably will not have a major redesign. Instead, this year’s watch may focus on internal upgrades, including a faster processor and improved health sensing. One feature that has been mentioned repeatedly is always-on heart rate sensing, which would allow the watch to continuously monitor the user’s pulse in the background without activating a dedicated workout session. That could be useful for detecting irregular heart rhythms earlier and for tracking daily cardiovascular strain more accurately.
Apple’s wearable division is facing increasing competition from devices like the Samsung Galaxy Watch series and Google’s Pixel Watch, but the Apple Watch remains the dominant smartwatch in its home market. A ceramic edition would add a distinctive design option for people who already own a recent model and are looking for an excuse to upgrade. It also fits Apple’s strategy of selling the watch as a health product, since appearance and comfort play a major role in whether people keep a wearable on their wrist all day.
Apple could launch new AirPods, but probably not with cameras
The AirPods line has not received a full refresh in a couple of years, so the AirPods 5 could make an appearance at Apple’s September 9th event. If released, they are expected to be an iterative upgrade rather than a radical redesign. The most likely improvements include a new wireless chip, better battery life, and possibly additional health sensors. Apple has been pushing its headphones as a health and personal audio device, so adding sensors that can measure head posture or hear ambient temperature is not out of the question.
Earlier this year, reports surfaced about a future version of AirPods that would include built-in cameras. Those devices are not expected to arrive until 2027, which means the AirPods 5 will likely stick with the familiar open-ear style that Apple has used since the AirPods 3. That is somewhat disappointing for people hoping for active noise cancellation on a more affordable pair of earbuds, but it also means Apple can keep the price lower than the AirPods Pro.
The AirPods Pro might also get a quiet update, though there is less information about what that would include. Apple’s hearing health features, such as the clinical-grade hearing aid mode introduced in recent models, have made the Pro earbuds more useful for people with mild hearing loss. If the AirPods 5 continue that theme, they may include better microphones for calls and more accessible controls.
Given the number of product categories involved, the September 9th event could easily run long and leave some announcements to press releases rather than video segments. Apple has done that several times in the past, especially when speakers and accessories are not the main focus. But with a new CEO and the possibility of a foldable iPhone, this is likely the most closely watched Apple keynote in recent memory. The company’s future direction will not be fully clear until the presentation begins, but the list of expected announcements already gives consumers plenty of reasons to pay attention.
Source: The Verge News