Apple has announced its “Surprise and shine” event, scheduled to take place on September 9, 2026, at 10 a.m. PT / 1 p.m. ET. The company is expected to unveil new iPhone and Apple Watch models during the keynote, which will be held at Apple Park in Cupertino, California.
History suggests that Apple will introduce a new generation of iPhone and Apple Watch models in two weeks. This event will be the first keynote for John Ternus, who takes over as Apple CEO on September 1st.
The iPhone 18 Pro and iPhone 18 Pro Max are expected to have similar designs to their predecessors, but with a few notable changes. These iPhones are expected to come in new colors, including a new Cherry color, and have bigger camera sensors.
Apple is also rumored to introduce a camera with variable aperture for the iPhone 18 Pro Max. Both devices should have the A20 Pro processor, the company’s C2 5G modem overseas, and increased battery life.
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Rumors suggest that the new iPhone could cost over $200 more than its predecessor. However, it’s unclear if Apple will raise prices while starting the Pro models at 512GB of storage or if it will get more expensive but with the same 256GB of storage.
The star of the event is expected to be the foldable iPhone, with a passport-like design. This device should have 12GB of RAM, Apple’s A20 Pro chip, Touch ID support, and two main camera sensors.
The device is expected to cost at least $2,000. The foldable iPhone is rumored to have a design similar to the recently-released Galaxy Z Fold 8.
For the Apple Watch Series 12, Apple has been rumored to bring back a ceramic version, which would replace the current titanium model for non-Ultra models. The new Apple Watch is expected to introduce a chip to improve performance and Siri AI.
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In 2025, DigiTimes said that the Apple Watch Ultra 4 could get a major redesign with a significant upgrade to sensing functions. However, the design of the next Apple Watch Ultra is still unknown.
Apple could use this September event to announce the iOS 27 release date. The company will launch iPadOS 27, macOS 27 Golden Gate, watchOS 27, tvOS 27, and visionOS 27, with most of these updates focused on the new Siri AI and revamped Apple Intelligence features.
Recent reports briefly suggested that Apple’s leaked AirPods with a camera could launch as soon as next month, but that seems to have been postponed to early 2027.
The event will likely attract significant attention, given the rumors surrounding the new iPhone models and the foldable iPhone. As the first keynote for John Ternus as Apple CEO, it will be interesting to see how the company presents its new products and features.
