Apple 'Surprise and Shine' Event — September 9, 2026, iPhone 18 Pro Expected

Apple sent invitations on August 26, 2026 for a September 9 event carrying the tagline 'Surprise and Shine.' The keynote starts at 10 a.m. Pacific (1 p.m. Eastern) and will be streamed globally on Apple's events page, YouTube, and the Apple TV app, with select media attending in person at the Steve Jobs Theater at Apple Park in Cupertino. The date, time, venue, and tagline are the only details Apple has confirmed; everything about the products themselves remains unannounced.^[1][2][3]

The event carries extra weight as a leadership milestone: it is the first Apple product launch under John Ternus, who becomes CEO on September 1, 2026 under the succession plan Apple announced on April 20. Tim Cook, CEO since 2011, moves to executive chairman of the board and worked alongside Ternus through the summer transition.^[4][5][6]

Apple-focused outlets expect the September 9 keynote to center on the iPhone 18 Pro and iPhone 18 Pro Max, joined by Apple's long-rumored first foldable iPhone — widely reported under the 'iPhone Ultra' name — plus updated Apple Watch models and possibly new AirPods. Notably absent, per these reports: the standard iPhone 18, which along with the iPhone 18e and iPhone Air 2 is said to move to a spring 2027 window as Apple splits its iPhone lineup across two annual launches. None of this has been confirmed by Apple and should be treated as informed speculation until the keynote.^[1][2]