Last updated: August 27, 2026 · Published: August 26, 2026
Apple has confirmed its September event, titled “Surprise and Shine,” will stream on September 9 — the first major iPhone launch fronted by new CEO John Ternus, and potentially the debut of the company’s first foldable iPhone.
What we know about the event
| Event name | “Surprise and Shine” |
| Date | Wednesday, September 9, 2026 |
| Time | 10 a.m. PT / 1 p.m. ET |
| Hosted by | John Ternus, Apple’s new CEO |
| Expected iPhones | iPhone 18 Pro and Pro Max |
| Big wildcard | iPhone Ultra, Apple’s first foldable |
| Watch live | YouTube, Apple Events page, Apple TV app |
A new boss takes the stage
The Ternus era is officially underway. After taking the CEO seat at the start of September, Ternus now fronts Apple’s marquee presentation of the fall. It’s a first for him in the role, and the stakes are high — the company has been through a bumpy stretch, and this event is a chance to reset the conversation with a fresh lineup.
iPhone 18 Pro and a foldable wildcard
The September showcase is where Apple usually refreshes its flagship, and this year is no different — mostly. The premium iPhone 18 Pro and Pro Max are widely expected, with chatter about a 2-nanometer A20 Pro chip, Apple’s own C2 modem and possibly under-display Face ID. Prices could climb as well, with reports pointing to a meaningful jump on the Pro models.
The real headliner, though, might be the iPhone Ultra — Apple’s first foldable. A book-style design with a large inner screen and a smaller outer display has been rumored for years, and the timing finally looks right. If it shows up on September 9, it would be the biggest hardware moment in a while.
Watch: What the videos show
Apple announces iPhone 18 “Surprise and Shine” event
The video confirms the event is officially announced for September 9 and calls the foldable iPhone Ultra the headline announcement — Apple’s first foldable iPhone.
What to expect from the iPhone Ultra
Confirms the event is set for Wednesday, September 9 at 10 a.m. PT / 1 p.m. ET, and highlights that this is the first event spearheaded by new CEO John Ternus.
What is confirmed vs speculation
| Confirmed | Not confirmed |
| The September event is set for September 9, titled “Surprise and Shine” | That the iPhone Ultra foldable will be announced — it is widely expected but unconfirmed |
| John Ternus took over as CEO on September 1 and will host | Specs like the A20 Pro chip, C2 modem and under-display Face ID |
| The event streams on YouTube, Apple Events page and the Apple TV app | The rumored price jump on Pro models |
Frequently asked questions
When is Apple’s September event?
Wednesday, September 9, 2026 at 10 a.m. PT / 1 p.m. ET, titled “Surprise and Shine.” It streams on YouTube, the Apple Events page and the Apple TV app.
What is “Surprise and Shine”?
It’s the name Apple gave its September event — the annual showcase where it typically refreshes its flagship iPhone lineup.
Will the foldable iPhone Ultra be announced?
Widely expected but not confirmed. A book-style foldable with a large inner screen has been rumored for years, and analysts say the timing finally looks right.
Who is John Ternus?
Apple’s new CEO, who took over from Tim Cook on September 1. The September event is his first major iPhone launch in the role.
What iPhone 18 models are expected?
The iPhone 18 Pro and Pro Max are the expected flagships, with rumored upgrades including a 2-nanometer A20 Pro chip, Apple’s C2 modem and possibly under-display Face ID.
Where can I watch the event?
Live on YouTube, the Apple Events page and the Apple TV app, starting at 10 a.m. PT / 1 p.m. ET on September 9.
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Sources: CNN, AppleInsider
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