Anticipation is building as Apple's online store has gone offline, displaying its familiar 'Be right back' message. This customary shutdown precedes major product launches, fueling speculation ahead of the company's much-awaited 'Surprise and Shine' event scheduled for today.
The event, set to commence at 10:00 AM Pacific Time (10:30 PM IST), is widely expected to be the platform for unveiling Apple's next-generation iPhone lineup and other significant product updates.
What to Expect from the 'Surprise and Shine' Event
The spotlight is firmly on the iPhone 18 Pro and iPhone 18 Pro Max. While a radical redesign is not anticipated for these models, they are slated to receive substantial upgrades to their internal hardware and camera systems. This focus on performance and imaging capabilities suggests a refinement rather than a complete visual overhaul, with a major aesthetic change possibly reserved for a future anniversary iPhone.
Pricing for the new Pro models is also a significant point of interest. Early estimates suggest a potential price increase, with the iPhone 18 Pro possibly starting around ₹1,44,900 and the iPhone 18 Pro Max at approximately ₹1,59,900 in India. If accurate, these figures would represent an increase of about ₹10,000 over their predecessors, though official pricing will only be confirmed during the launch.
Beyond the iPhone: Foldables, Watches, and More
The 'Surprise and Shine' event may also introduce Apple's rumored first foldable smartphone, reportedly dubbed the 'iPhone Duo'. This innovative device could carry a premium price tag, estimated around ₹2,49,900 in India, marking a significant entry into the foldable market.
Further announcements could include the Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5, alongside details on upcoming software updates for Apple's ecosystem. Interestingly, reports indicate that the standard iPhone 18 may not be part of today's launch, with its release potentially shifted to spring 2027, signaling a strategic shift in Apple's traditional release cycle.
How to Watch the Live Keynote
Viewers in India and around the world can tune into the 'Surprise and Shine' event live. The keynote will be streamed directly through Apple's official website, the Apple TV app, and the company's YouTube channel, ensuring broad access to the highly anticipated announcements.