iPhone 18 Launch Event ("Surprise and Shine")
Apple · Real World Events · September 9, 2026
Apple's "Surprise and Shine" event on Sept 9, 2026 — iPhone 18 Pro/Pro Max, a foldable iPhone, Apple Watch Series 12 & Ultra expected.
Apple will hold its annual fall product launch event, themed "Surprise and Shine," on September 9, 2026 at the Steve Jobs Theater in Cupertino, California, live-streamed on apple.com, the Apple TV app and YouTube. The keynote is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max, a long-rumored foldable iPhone, the Apple Watch Series 12 and Apple Watch Ultra, and new smart-home devices. It will be the first launch event under new CEO John Ternus, who succeeds Tim Cook. As a major macro and consumer-technology catalyst, the Apple September event is closely watched across technology, equities and crypto markets.