Apple has officially kicked off its September 2026 event, dubbed “Surprise and Shine,” set for September 9 at Apple Park in Cupertino, starting at 10:00 a.m. Pacific Time. Media invitations are out, and major product announcements are expected.
The company will unveil the iPhone 18 Pro, iPhone 18 Pro Max, and its first foldable phone—likely called the iPhone Ultra. The standard iPhone 18 model won’t be part of this fall lineup; it’s being pushed to spring 2027. All three high-end phones will be powered by Apple’s new A20 Pro chip, built using a 2nm process aimed at boosting both speed and energy efficiency. Pricing is expected to climb, in part because of memory supply constraints.
What’s New With the Foldable & Pros
The foldable iPhone marks Apple’s first new device form factor since the 2017 introduction of the iPhone X. It features a book-like design with a 5.5-inch screen when closed, expanding to 7.6 inches when unfolded. In its open state, its orientation is wider than it is tall—akin to an iPad. To fit the slim profile, some compromises are being made: this model will include Touch ID instead of Face ID and omit a telephoto lens.
The Pro models still get upgrades, including a possible variable aperture on the rear camera, but largely retain the design characteristics of the iPhone 17 Pro generation. The move to the A20 Pro chip should bring strong gains in performance and energy usage.
Beyond iPhones: Watches, Software & Home Devices
On the accessories front, Apple plans to unveil the Apple Watch Series 12 and Apple Watch Ultra 4. Rumors also hint at new smart home hardware: a home hub, updated Apple TV 4K, and refreshed HomePod mini are all on the cards.
Software releases will be on the agenda too. The launch dates for iOS 27, iPadOS 27, macOS Golden Gate, and others will likely be revealed during the event. As usual, Apple will live-stream the fall keynote via its website, YouTube, and the Apple TV app.
Why this Matters: Apple’s shift reflects a refined product strategy. By delaying the base iPhone model until spring, the focus falls squarely on flagship device innovation with foldables and performance gains. Consumers should keep an eye not just on the hardware, but on how pricing and hardware trade-offs could shape adoption. Upcoming supply challenges and reductions in model variety could shift Apple’s competitive dynamics going forward.
