Apple has officially confirmed its 'Surprise And Shine' event for September 9, 2026, where it will unveil the iPhone 18 Pro, Pro Max, and its first foldable iPhone, the iPhone Ultra. This event marks the debut of new CEO John Ternus, who takes over from Tim Cook on September 1.
TL;DR
- Apple will launch the iPhone 18 Pro, Pro Max, and its first foldable iPhone, the Ultra, on September 9, 2026.
- The event marks the debut of new CEO John Ternus, who takes over from Tim Cook.
- The iPhone Ultra is expected to compete directly with Samsung's premium foldables.
What happened
Apple has confirmed its 'Surprise And Shine' event for September 9, 2026, where it is expected to unveil the iPhone 18 Pro, Pro Max, and its first foldable iPhone, the iPhone Ultra. This event comes at a pivotal moment for Apple, as it marks the first product keynote hosted by new CEO John Ternus, who officially takes the helm on September 1, 2026, following Tim Cook's transition to executive chairman.
The iPhone Ultra is highly anticipated to be Apple's first-ever foldable smartphone, featuring a tablet-like display to compete directly with Samsung's premium foldables. The traditional flagship upgrades, the iPhone 18 Pro and Pro Max, will also be unveiled, featuring the next-generation A20 chip built on a 2nm process, upgraded camera setups, and a smaller Dynamic Island. The standard lower-tier iPhone 18 models are reportedly being pushed to a Spring 2027 launch.
Apple will also officially showcase Siri AI, a major evolution of its virtual assistant rebuilt using modern Large Language Model (LLM) technology. This version will interact deeply across apps, performing tasks such as checking calendars and composing messages autonomously. Additionally, Apple will unveil the Apple Watch Series 12 and Ultra 4, featuring refined chassis designs and advanced health-tracking metrics. A sneak peek or official reveal is also rumored for a new home-centric display device tentatively named the 'HomePod' to control smart home ecosystems.
Why it matters
This event could be significant for reasons beyond the products themselves. If Apple launches its first foldable iPhone, it will enter a new smartphone category after years of watching competitors experiment with folding displays. This could reshape Apple's iPhone release strategy and begin showing what the company will look like after Tim Cook's long tenure.
For developers and startups, the introduction of Siri AI, powered by modern LLM technology, could open up new opportunities for integration and innovation within the Apple ecosystem. The advanced capabilities of Siri AI could drive demand for new apps and services that leverage its enhanced functionalities.
For investors, the event represents a critical milestone under new leadership. The success of the iPhone 18 Pro, Pro Max, and the iPhone Ultra, along with the reception of Siri AI and other new products, will be closely watched as indicators of Apple's continued growth and innovation under John Ternus.
Key facts
- Apple's 'Surprise And Shine' event is scheduled for September 9, 2026.
- The event will unveil the iPhone 18 Pro, Pro Max, and the first foldable iPhone, the iPhone Ultra.
- New CEO John Ternus will host his first product keynote, taking over from Tim Cook on September 1, 2026.
- The iPhone Ultra is expected to feature a tablet-like display, competing with Samsung's premium foldables.
- The iPhone 18 Pro and Pro Max will feature the next-generation A20 chip built on a 2nm process.
- Siri AI, rebuilt using modern LLM technology, will be officially showcased, interacting deeply across apps.
- The Apple Watch Series 12 and Ultra 4 will be unveiled with refined chassis designs and advanced health-tracking metrics.
- A sneak peek or official reveal is rumored for a new home-centric display device tentatively named the 'HomePod'.
Context
Apple's entry into the foldable smartphone market with the iPhone Ultra marks a significant shift in the company's strategy. This move comes after years of competitors like Samsung and Huawei leading the way in folding display technology. The introduction of the iPhone Ultra could potentially disrupt the market and set new standards for foldable devices.
The debut of Siri AI, powered by modern LLM technology, highlights Apple's commitment to integrating advanced AI capabilities into its ecosystem. This evolution of Siri could enhance user experience and drive innovation in app development, opening up new opportunities for developers and startups.
Under new leadership, Apple's 'Surprise And Shine' event is not just about product launches but also about signaling a new era for the company. The event will be closely watched by investors and industry experts as an indicator of Apple's future direction and continued innovation under John Ternus.