Apple has officially scheduled its next major product launch event for Wednesday, September 9, 2026 titled “Surprise and shine.” The presentation will mark both the reveal of the company’s first foldable smartphone together with the stage debut of John Ternus as Chief Executive Officer.
The event will be broadcasted live from the Steve Jobs Theater at Apple Park in Cupertino at 10:00 a.m. PT (1:00 a.m. Philippine Time on September 10). Ternus will take the lead just days after officially stepping into the CEO role on September 1, as longtime leader Tim Cook transitions to Executive Chairman.
Surprise and shine! It’s almost time for the #AppleEvent, on Wednesday, September 9! pic.twitter.com/SLkIcNmLwP
— Greg Joswiak (@gregjoz) August 26, 2026
Next-Generation iPhone Lineup
According to Industry reports, Apple is set to introduce a staggered release strategy for this generation. The tech giant is set to launch its top-tier hardware this September, while holding back standard models—including the base iPhone 18, 18e, and iPhone Air 2—for a Spring 2027 release.
Headlining the upcoming announcement is Apple’s first-ever foldable device, aptly named by reports as “iPhone Ultra.” The smartphone features a book-style folding design equipped with a 7.8-inch inner display, a 5.3-inch cover screen, a liquid metal hinge, and a side-mounted Touch ID power button. To keep the chassis ultra-thin, the device reportedly does not have a telephoto camera sensor.
The flagship iPhone 18 Pro and Pro Max will launch alongside the Foldable phone. The Pro Max model is slated to feature an exclusive 48-megapixel primary camera with a mechanical variable aperture.
2nm Silicon And Custom C2 Modem
Under the hood, the high-end lineup will be powered by the new A20 Pro chip, manufactured on TSMC’s 2-nanometer process. Utilizing Wafer-Level Multi-Chip Module (WMCM) packaging, the processor integrates 12GB of RAM directly into the package to boost local AI processing capabilities.
The Pro and Ultra models will also transition to Apple’s second-generation custom C2 modem. The upgraded chip expands satellite communications, adding satellite-based media messaging alongside emergency services.
New Apple Watches And AirPods
Beyond smartphones, Apple is set to update its wearable lineup. The event is expected to feature the Apple Watch Series 12—which brings back a ceramic case option—alongside the rugged Apple Watch Ultra 4. Additionally, Apple plans to reveal two variants of AirPods 5, offering both a standard model and an Active Noise Cancellation (ANC) version.
The “Surprise and shine” event will be accessible to viewers worldwide, streaming live via Apple.com, the Apple TV app, and YouTube.
