Last updated : September 2026
Apple is getting ready for a big product event. The event is called “Surprise and shine“. It will happen on September 9, 2026, at Apple’s main office in Cupertino.
The show starts at 10:00 a.m. Pacific Time. Apple is expected to show the new iPhone 18 Pro phones. They will also show their first-ever folding phone, which people are calling the iPhone Ultra.
A New Leader for Apple
This event is very important for Apple. It is the first big show for the new boss, John Ternus. He became the Chief Executive Officer (CEO) on September 1, taking over from Tim Cook.
Tim Cook led these events for 15 years. Now, he is the executive chairman. He will watch the show from the VIP seats instead of speaking on stage.
In a note to workers, Ternus said he is very excited for the future. He promised that the new launch will be “phenomenal”.
The New iPhone 18 Pro and Pro Max
The main stars of the show will be the iPhone 18 Pro and Pro Max. The regular iPhone 18 models are delayed. They are expected to come out in the spring of 2027 instead.
The Pro phones will look similar to older models. However, they will have thinner borders around the screen. The camera cutout at the top, called the Dynamic Island, will be smaller.
Apple is also bringing new colors. The new choices might include Dark Cherry, Burgundy, and Light Blue.
Faster Chip and Better Camera
Inside, the phones will use a new A20 Pro chip. This will make the phones faster and help the battery last longer.
The phones will also have a new cooling system. This will stop them from getting too hot when working hard.
The camera is getting a huge update. The lens will be able to physically change size to let in more or less light. This will help people take much better pictures in the dark.
These new upgrades will cost more. The new phones might cost $100 more in the US. In India, the Pro Max might cost up to Rs 1.80 lakh.
Apple’s First Folding Phone: The ‘iPhone Ultra’
Apple might end the show by revealing its first folding phone. People call it the iPhone Ultra. It folds like a book and is roughly the size of a passport when closed.
It has a 5.5-inch screen on the outside. When opened, it has a big 7.8-inch screen inside.
Apple made a special titanium hinge for this device. This makes the fold in the middle of the screen very hard to see.
Thin Design but Expensive Price
When open, the phone is very thin. It is said to be just 4.5mm thick.
Because it is so thin, it will not have Face ID. Instead, it will use a fingerprint reader on the side button.
This phone will be targeted at premium buyers. Experts think it could cost over $2,000.
New Apple Watches and AirPods
Apple will also show new accessories. We expect to see the Apple Watch Series 12 and the Apple Watch Ultra 4.
These watches will have faster chips for better AI features. They will also track your heart rate all day long.
There will be new AirPods 5, too. Apple will offer two versions. The more expensive version will cancel out background noise.
When to Watch
You can watch the event live online. Apple will stream it on YouTube, their website, and the Apple TV app.
Here is when the event starts in a few time zones:
| Time Zone | Local Start Time | Date |
| Pacific Standard Time (PST) | 10:00 a.m. | September 9, 2026 |
| Eastern Time (ET) | 1:00 p.m. | September 9, 2026 |
| British Summer Time (BST) | 6:00 p.m. | September 9, 2026 |
| Indian Standard Time (IST) | 10:30 p.m. | September 9, 2026 |
| Australia Eastern Time (EST) | 3:00 a.m. | September 10, 2026 |
Frequently Asked Questions
When is the Apple iPhone 18 event?
The “Surprise and shine” event is scheduled for September 9, 2026. It will start at 10:00 a.m. Pacific Time.
Will the standard iPhone 18 launch at this event?
No, the standard iPhone 18 models are delayed. They are expected to be announced in the spring of 2027 instead.
Is Apple making a folding phone?
Yes, Apple is highly expected to reveal its first folding phone, commonly called the iPhone Ultra. It will fold like a book and might cost over $2,000.
Will Tim Cook present the new iPhones?
No, Tim Cook is no longer the CEO. The new CEO, John Ternus, will lead the event. Tim Cook will watch the presentation from the audience.
What are the biggest changes in the iPhone 18 Pro?
The iPhone 18 Pro will feature a faster A20 Pro chip, improved cooling, new color options, and a special camera lens that mechanically adjusts to light for better photos
