pple has officially announced that its next major product launch event will take place on September 9, 2026, at the Steve Jobs Theater in Apple Park, California. The event, carrying the tagline “Surprise and shine,” is scheduled to begin at 10 a.m. Pacific Time, or 10:30 p.m. IST.
The September event is expected to focus heavily on Apple’s next generation of iPhones. Reports suggest the company could unveil the iPhone 18 Pro and iPhone 18 Pro Max, along with Apple’s long-rumoured first foldable iPhone. The foldable model could represent one of the biggest changes to Apple’s smartphone lineup in years.
First Major Event Under John Ternus
The event will also mark a significant leadership transition at Apple. John Ternus, currently the company’s hardware chief, is set to become CEO on September 1, replacing long-serving chief executive Tim Cook. As a result, the September launch will be Ternus’ first major Apple product event as CEO.
Foldable iPhone Could Be the Biggest Surprise
Apple has yet to confirm the products it will unveil, but expectations surrounding a foldable iPhone have intensified. Analysts and industry reports suggest the device could feature a large, book-style foldable display and sit at the premium end of Apple’s smartphone portfolio.
Apple’s entry into the foldable market would put it in direct competition with companies such as Samsung, which has been developing foldable smartphones for several years.
Standard iPhone 18 May Come Later
Another major change could be Apple’s decision to split its iPhone launches. Reports indicate that the regular iPhone 18 may not be announced at the September event, with the standard model and other more affordable versions potentially arriving in 2027.
Alongside the iPhones, Apple is also expected to introduce new Apple Watch models and potentially other hardware and software updates. However, the company has not yet confirmed the complete product lineup.
The September 9 event will be streamed through Apple’s website, the Apple TV app and YouTube, giving customers worldwide a chance to watch the announcements live.
With a new CEO taking charge and a possible foldable iPhone on the horizon, Apple’s September event could mark one of the company’s most important product launches in recent years.
