Apple is set to unveil six major new products during its “Surprise and Shine” event on Wednesday, September 9 at 10:00 a.m. Pacific Time. While much of the attention is already on the rumored foldable iPhone, several other updates across the iPhone, Apple Watch, and AirPods lineups are expected.
What’s Coming
1. iPhone Ultra: Apple’s first foldable iPhone is poised to be the showstopper. It’s designed in a book-style form with a large inner display and a compact outer panel. Rumors suggest the Ultra won’t include Face ID; instead, there may be a Touch ID power button. Due to space constraints, the camera setup won’t include a telephoto lens, likely relying on wide-angle and ultrawide sensors. Other expected features include Apple’s new A20 Pro chip, efficiency improvements, and possibly MagSafe support. Pricing is anticipated to fall between $2,000 and $2,500.
2. iPhone 18 Pro & Pro Max: The Pro variants are expected to share many of Ultra’s internal upgrades. Both models should adopt the A20 Pro chip and offer better camera systems. The Pro Max may stand out with a larger battery and exclusive features such as improved zoom and lighter-frame materials. Additionally, a smaller Dynamic Island component and new color options—like Dark Cherry—are also tipped.
3. Apple Watch Series 12 & Ultra 4: Two new Watch models are likely. Series 12 may introduce a slimmer chassis, a ceramic casing option, upgraded chips (likely “S11” or newer), and enhanced sensors for sleep and recovery tracking. The Ultra 4 could share chip upgrades, with improvements aimed at outdoor users—sharper display brightness, longer battery life, and deeper integration with satellite features.
4. AirPods 5: The next generation of Apple’s wireless earbuds is expected to arrive. Two versions are reported: one with Active Noise Cancellation (ANC), and another without. A more advanced chip is likely, although reports indicate that more ambitious features, such as built-in cameras, have been pushed to next year.
Will There Be More?
Apart from these six products, there’s speculation around other potential reveals. These may include: an updated HomePod mini, a new Apple TV 4K designed for Apple Intelligence and better Siri AI support, and possibly a smart home hub with a display and FaceTime camera. Despite the usual focus on phones and wearables, the home category could have surprising developments.
Also worth noting: this could be the first time Apple stages a major September event without showcasing its base iPhone model. The standard iPhone 18 seems likely to be delayed into spring 2027, splitting Apple’s annual cycle in a new way.
Event Details: The live keynote kicks off at 10:00 a.m. PT on September 9 and will stream via Apple’s website, YouTube, and the Apple TV app. It will also mark one of the first under John Ternus’s tenure as CEO.
This moment represents a potential turning point for Apple. The foldable iPhone could redefine its high-end lineup, while holding off on the main iPhone 18 model signals a shift in how the company structures its launch calendar. Observers should pay close attention to UX trade-offs (like Touch ID vs. Face ID), how Apple balances innovation and durability, especially with foldable form factors, and whether the home-focused products hint at a bigger push into smart spaces.
