Apple has officially announced its next major product event for September 9, 2026, setting the stage for the company’s annual iPhone launch. The event will begin at 10 a.m. Pacific Time and will be streamed online through Apple’s platforms. Apple has promoted the event with the tagline “Surprise and shine.” 

The September event is expected to focus on Apple’s next-generation iPhone lineup, although the company has not yet disclosed the products it plans to unveil. Reports and analyst expectations suggest that the event could include the iPhone 18 Pro and iPhone 18 Pro Max, while a long-rumoured foldable iPhone could also make its debut. Those product details remain expectations until Apple confirms them on stage. 

September 9 Event Confirmed

Apple’s official announcement confirms that the special event will take place on September 9 at 10 a.m. PT. The keynote will be held at the Steve Jobs Theater at Apple Park in Cupertino, California, with a livestream available through Apple’s website, Apple TV and YouTube. 

For viewers in India, the event will take place late on September 9, making it a closely watched launch for the country’s large Apple user base.

iPhone 18 Pro Expected

Apple has not named the new iPhones in its official event announcement. However, industry reports widely expect the company to introduce its next Pro-generation smartphones during the September event.

The iPhone 18 Pro and iPhone 18 Pro Max are among the models expected to be presented. Details about specifications, pricing and availability have not been officially confirmed by Apple and should therefore be treated as reports or expectations rather than announced features. 

Foldable iPhone in Focus

One of the biggest expectations surrounding the event is Apple’s long-rumoured entry into the foldable smartphone market.

Reuters reported that Apple is expected to unveil its first foldable iPhone, potentially giving the company a new premium category in its smartphone business. Analysts have described the device as a significant strategic move as Apple looks to expand its high-end product portfolio.

However, Apple has not confirmed the existence, name, design or specifications of a foldable iPhone. Any specific details circulating ahead of the event should therefore be treated as unconfirmed.

Leadership Change Adds Significance

The September event is also expected to mark a significant leadership transition at Apple.

John Ternus, who has served as Apple’s hardware chief, is scheduled to become the company’s CEO on September 1, replacing Tim Cook in the role. This would make the September launch the first major Apple product event under Ternus’ leadership. 

The leadership transition gives the event added significance beyond the products themselves, as investors and Apple users will be watching for indications of the company’s direction under its new chief executive.

Apple Event Livestream

Apple has confirmed that the September 9 event can be watched online. The company’s official announcement directs viewers to Apple’s website, Apple TV and YouTube Live. 

The event will provide the first official confirmation of the company’s new iPhone lineup, pricing, specifications and release plans. Until then, reports about particular models and features remain subject to change.