Today is the day. The Apple event September 9 2026, officially titled “Surprise and Shine,” kicks off at 10 a.m. Pacific from Apple Park, and if the rumors hold up, this is not just another iPhone refresh. This is the keynote where Apple finally does the thing it’s spent nearly a decade watching Samsung, Google, and Huawei do first: launch a foldable phone.
Here’s everything on the table, and why this particular event feels genuinely different from the ones before it.
A New Era, Literally
For the first time in over a decade, Tim Cook is not the one walking on stage. John Ternus, Apple’s new CEO as of September 1, is leading his very first keynote today. That alone would make this a headline event. Pair it with the biggest hardware shakeup Apple has attempted in years, and it’s easy to see why this has become one of the most talked about tech events of 2026.
The Foldable Everyone’s Been Waiting For
(Image credit: Majin Bu on X)
The star of the show is expected to be Apple’s first ever foldable iPhone, widely rumored to be called the iPhone Ultra. After years of foldables from nearly every other major phone maker, Apple appears ready to make its move, and reports suggest it’s going big rather than cautious.
Here’s what’s rumored:
- A book style, passport shaped design when folded, similar in spirit to the Galaxy Z Fold and Pixel Fold
- A roughly 5.5 inch outer display and a nearly 7.8 inch inner display when opened
- A titanium and aluminum frame with liquid metal hinge technology aimed at minimizing the crease
- Touch ID built into the power button instead of Face ID
- A price that could land anywhere between $1,999 and $2,299, making it Apple’s most expensive iPhone ever
If the leaks are accurate, this single device could reshape how seriously the mainstream market takes foldable phones, the same way the original iPhone reshaped smartphones back in 2007.
The iPhone 18 Pro and Pro Max
Alongside the foldable, Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max, both leaning more on internal upgrades than a dramatic redesign, think a new A20 Pro chip, a smaller Dynamic Island, and a variable aperture main camera. We’ve already covered the full expected specs, pricing, and color lineup in detail in our iPhone 18 Pro and Pro Max preview , so we won’t repeat it all here.
The bigger twist for today’s event is what’s missing. Apple is reportedly skipping the standard iPhone 18 entirely, pushing it along with the iPhone 18e and a second generation iPhone Air to spring 2027. That leaves today’s keynote centered entirely on the premium end of the lineup, plus the one product nobody’s done before at Apple.
What Else Could Show Up
Beyond the phones, today’s keynote is also expected to include:
- Apple Watch Series 12, likely a modest refresh with a new chip and all day heart rate tracking
- Apple Watch Ultra 4, for the more rugged, adventure focused crowd
- Possibly new AirPods, with rumors of camera equipped AirPods reportedly pushed back to early 2027 instead
- Release dates for iOS 27, iPadOS 27, macOS Golden Gate, watchOS 27, and visionOS 27
Why This Event Actually Matters
It’s easy to feel a little fatigued by yearly iPhone launches, but the Apple event September 9 2026 has a few genuinely rare ingredients working together at once. A brand new CEO stepping into the spotlight for the first time. A completely new product category for Apple. And a lineup that skips the usual entry level phones entirely to go all in on its most premium devices. That’s not a typical September, that’s a company making a statement.
How to Watch
The keynote streams live starting at 10 a.m. Pacific / 1 p.m. Eastern through Apple’s website, the Apple TV app, and Apple’s official YouTube channel. Preorders are expected to open September 12, with the iPhone 18 Pro and Pro Max hitting shelves September 18. The foldable’s actual availability date is still unconfirmed.
The Bottom Line
Whether the foldable turns out to be called the iPhone Ultra or something else entirely, today’s event is shaping up to be one of Apple’s most consequential in years. A new CEO, a new form factor, and a lineup built entirely around the premium end of the market, all landing on the same stage at the same time. We’ll be updating this post the moment the announcements go live.
For more on how the foldable phone race is heating up, check out our look at the Xiaomi 18 Fold, which beat Apple to market by just two days.
Check more information on: https://www.apple.com/apple-events/
