Apple has officially scheduled its next big event for Wednesday, September 9, and the company is calling it "Surprise and Shine." If history is any guide, September is when Apple rolls out its biggest hardware of the year – and this time around, there's a particularly strong case for that.
The rumored foldable iPhone alone would make this one of the most significant Apple events in years. Here's everything you need to know about how to watch and what to expect.
How to watch Apple's "Surprise and Shine" event
The keynote kicks off at 10 a.m. PT / 1 p.m. ET / 6 p.m. BST on September 9, 2026. Apple will stream it live on its YouTube channel (embedded below), apple.com, the Apple TV app and the Apple Developer app.
The livestream on YouTube is embedded here for your viewing convenience. | Video by Apple
What to expect at Apple's "Surprise and Shine"
The event is bound to introduce Apple's first foldable iPhone, alongside the iPhone 18 Pro Max and Pro flagship phones. This time around, it's likely that the base iPhone 18 will not be introduced, at least according to rumors.
The foldable iPhone (iPhone Fold / iPhone Ultra?)
An iPhone Ultra dummy unit. | Image by Sonny Dickson
This is the centerpiece of the whole show. Apple is expected to debut its first foldable phone, most likely under the iPhone Ultra name, though that hasn't been officially confirmed. The form factor is a wide, book-style design with a 7.8-inch internal display and a 5.5-inch cover screen – compact by foldable standards, and closer in footprint to the wider Galaxy Z Fold 8 than to earlier tall-and-narrow foldables.
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The device is expected to run on the A20 Pro chip (Apple's first on a 2nm process), carry 12GB of RAM, and pack a dual rear camera system with a 48MP main and 48MP ultra-wide – no telephoto. Authentication is handled by a side-mounted Touch ID rather than Face ID. Battery estimates converge around 4,800–5,000mAh.
Availability at launch is expected to be severely limited, and pre-orders are tipped to open on Saturday, September 12 – the same day as the iPhone 18 Pro models.
Starting price is expected at around $1,999-$2,299 range.
iPhone 18 Pro and Pro Max
iPhone 18 Pro renders in all three colors. | Image by Macworld
The iPhone 18 Pro and Pro Max are also coming on September 9, with pre-orders reportedly opening on September 12. Externally, the design carries over from the iPhone 17 Pro – same camera bump layout, same general proportions – though the Dynamic Island may shrink by nearly half, and new colors are incoming: Dark Cherry, Sky Blue, and Black are all expected, with Silver reportedly dropped.
The headline upgrade on the camera side is variable aperture on the main lens – a first for any iPhone – joining a 48MP main, 48MP telephoto, and 48MP ultra-wide setup. Both models are expected to feature up to 40W wired charging and Apple's in-house C2 modem.
The Pro Max is tipped to cross 5,000mAh for the first time, while the Pro comes in more modestly. A 2TB storage tier is expected to debut on the Pro Max. Pricing is anticipated to rise, with most estimates landing around a $100–$200 increase over last year's models, putting the Pro at roughly $1,199-$1,299 and the Pro Max at $1,299-$1,399.
Apple Watch Series 12
The Apple Watch Series 11. | Image by PhoneArena
The Apple Watch Series 12 is expected alongside the iPhones, powered by the new S12 chip – a more significant step than last year's modest update. The design is expected to carry over from the Series 11, with the same rounded rectangular case returning in 42mm and 46mm sizes.
The most talked-about addition is Touch ID built into the side button, which would enable wrist-based authentication for payments and health data without reaching for your phone. Blood pressure notifications return from the Series 11; full continuous monitoring may not make it in time.
Apple Watch Ultra 4
Apple Watch Ultra 3. | Image by PhoneArena
The Apple Watch Ultra 4 is also set for September 9. The biggest rumored change is a meaningfully slimmer titanium chassis – a genuine improvement for anyone who's found the current Ultra too bulky for overnight wear. An expanded eight-sensor array on the back is also rumored, potentially unlocking new health capabilities, though specifics haven't surfaced.
The S12 chip powers it here too, and Touch ID is in the conversation as a potential addition, as it is for the Series 12. The Ultra line has held at $799 for three straight generations – that's expected to change.
AirPods 5
Rounding out the lineup, the AirPods 5 are expected to make their debut – an update to Apple's entry-level earbuds, roughly two years after the AirPods 4. The more buzzed-about camera-equipped AirPods are not expected here; those are likely earmarked for late 2026 or 2027. Expect a modest price increase from the AirPods 4's $129 starting price.
What not to expect
The standard iPhone 18, iPhone 18e, and iPhone Air 2 are likely to be all sitting this one out. Multiple reports, including Bloomberg, point to Apple splitting its iPhone launch cycle this year – the Pro models and the foldable arrive in September, while the broader lineup follows in spring 2027. If you've been waiting for a non-Pro iPhone upgrade, September 9 likely won't have it.
Curious to find out more about the iPhone 18 Pro or iPhone Ultra? Check these out:
Iskra Petrova is a news writer at PhoneArena, where she covers mobile tech news and maintains the site’s device hubs with the latest leaked specs, rumors, and official details for upcoming phones. She joined PhoneArena in 2020 after three years in technical support for Microsoft Exchange, giving her practical experience with software infrastructure and troubleshooting. Iskra holds a Master’s Degree in Literature, which helps her translate complex tech details into clear, reader-friendly coverage. She is a daily Apple ecosystem user, while also closely following Sony Xperia’s camera-focused phones and Samsung’s Galaxy Z Flip series.
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