Cupertino, California – Apple is set to host its highly anticipated annual iPhone launch event, dubbed "Surprise and Shine," on September 9, 2026. This year marks a significant shift as John Ternus, the newly appointed CEO, will take center stage for the first time, signaling a new era for the tech giant.
A New CEO Unveils Next-Gen iPhones
The event, held at Apple's headquarters in Cupertino and livestreamed globally, is expected to feature the unveiling of the next-generation iPhones: the iPhone 18 Pro and iPhone 18 Pro Max. Speculation also points to the potential debut of Apple's first-ever foldable device, reportedly named the iPhone Ultra, a major product category expansion under Ternus's leadership.
Beyond the flagship smartphones, attendees and viewers can anticipate a range of new accessories. These may include the Apple Watch Series 12, the Apple Watch Ultra 4, updated AirPods, and various Apple Home devices, further expanding the company's ecosystem.
Hints from the "Surprise and Shine" Invite
Apple's event invites, recently distributed to journalists and creators, offered subtle clues about upcoming features. Reports suggest the artwork hints at a new Sky Blue finish for the iPhone 18 Pro models. Additionally, the invites may foreshadow the integration of a mechanical aperture in the camera system, designed to provide greater control over depth of field and natural background blur for enhanced photographic capabilities.
How to Watch the Apple Event 2026
The "Surprise and Shine" event is scheduled to begin at 10:30 PM IST on September 9, 2026. Viewers worldwide can tune in online across various Apple platforms, including Apple TV, the official Apple website, and the Apple YouTube channel. With numerous new products anticipated, the event is expected to last between one to two hours, featuring Ternus's inaugural keynote as CEO.