Apple event today is set to become one of the biggest technology moments of September as Apple prepares to unveil its latest products from Apple Park in Cupertino, California. The special presentation, called “Surprise and shine,” begins at 10 a.m. Pacific Time and 1 p.m. Eastern Time on September 9, 2026.
This year’s presentation carries added significance because it marks the first major Apple product event since John Ternus became chief executive officer on September 1. Ternus succeeded Tim Cook, who moved into the role of executive chairman.
The event is also expected to bring major changes to Apple’s iPhone lineup. The biggest development attracting attention is the possibility of Apple’s first foldable iPhone. New high-end iPhone models are also expected, while Apple is widely expected to introduce updated Apple Watch products.
Apple has confirmed the event itself, its date, its time and its official viewing platforms. The company has not released a complete product list ahead of the presentation, so consumers should distinguish confirmed information from reports about what may appear on stage.
When Is the Apple Event Today?
The presentation takes place on Wednesday, September 9, 2026.
Apple has scheduled the event for:
- 10 a.m. Pacific Time
- 11 a.m. Mountain Time
- Noon Central Time
- 1 p.m. Eastern Time
For viewers across the United States, the 1 p.m. Eastern start means the presentation will take place during the middle of the workday for many people.
Apple has promoted the event under the “Surprise and shine” name. The presentation is being held at Apple Park and will be available online.
The company has provided several ways for people to watch. Viewers can use Apple’s website, the Apple TV app or YouTube.
That means consumers do not need special access to follow the announcements. Anyone with a compatible internet-connected device can watch the presentation.
How to Watch the Apple September 9 Presentation
Apple has made the event accessible through its main digital platforms.
Viewers in the United States can watch through:
- Apple’s official website
- The Apple TV app
- Apple’s YouTube livestream
The presentation is scheduled to begin at 10 a.m. Pacific Time.
Apple’s event page also provides calendar functionality, allowing viewers to add the presentation to their schedules.
The company has increasingly used online presentations to reach a global audience. The September 9 event follows that approach, giving consumers immediate access to the company’s announcements rather than limiting the presentation to an in-person audience.
For people interested in new iPhones, Apple Watch models or other possible hardware announcements, the livestream is the most reliable way to receive the information directly from the company.
John Ternus Takes Center Stage
The September presentation is important for another reason.
John Ternus is now Apple’s chief executive, making this his first major product event in that position.
Apple announced the leadership transition in April. The company said Ternus would become CEO on September 1, while Tim Cook would become executive chairman.
Before becoming CEO, Ternus served as Apple’s senior vice president of Hardware Engineering. He has been closely involved in the development of Apple’s major hardware products and has appeared during previous product presentations.
His background makes the September event particularly notable. Hardware has been central to Ternus’s career at Apple, and the new iPhone generation represents one of the company’s most important annual product launches.
The presentation will therefore serve two purposes. Apple will introduce new products, while Ternus will make his first major appearance as the company’s top executive during its traditional fall launch period.
The iPhone Is Expected to Lead the Presentation
The biggest focus remains the next generation of iPhones.
Apple’s September launches traditionally center on its smartphone business. The company introduced the iPhone 17 family during its 2025 fall presentation, making another major iPhone announcement highly significant for consumers.
This year’s event is expected to concentrate on higher-end models rather than presenting the entire iPhone lineup at once.
Reports ahead of the event have pointed to the iPhone 18 Pro and iPhone 18 Pro Max as major announcements. The standard iPhone 18 is widely expected to follow a different launch schedule, potentially arriving later.
That would represent a change from Apple’s familiar September strategy.
Consumers who normally expect every new iPhone model to appear during the September presentation may therefore see a different product lineup this year.
The final answer will come from Apple during the presentation.
Apple’s First Foldable iPhone Could Be the Biggest Announcement
The most talked-about potential product is Apple’s first foldable iPhone.
Apple has watched competitors enter the foldable smartphone category for several years. Samsung, Google, Motorola and other manufacturers already sell folding smartphones.
Apple has taken a slower approach.
The company has not officially confirmed a foldable iPhone before the presentation. However, multiple major reports have pointed to a foldable model as one of the central products expected at the September 9 event.
A successful launch would represent one of the biggest changes to the iPhone’s physical design in years.
The iPhone has retained its basic slab-style design through multiple generations, even as Apple has changed displays, cameras, processors and other components.
A folding design would give Apple an entirely different hardware category.
Reports have described a book-style or passport-style device that opens to provide a larger internal screen. Details such as the final name, dimensions, specifications and price remain matters for Apple’s official announcement.
Why a Foldable iPhone Would Matter
A foldable iPhone would put Apple directly into a category that competitors have spent years developing.
Samsung has been selling foldable smartphones since 2019. Other manufacturers have also used folding displays to create phones that transform from compact devices into larger-screen products.
Apple’s later entry could allow the company to learn from the problems encountered by earlier foldable phones.
Hinge durability has been a major engineering challenge for foldable devices. Screen creasing and resistance to dust and water have also been important concerns.
Apple’s approach is therefore likely to receive intense attention from consumers and industry observers.
The company does not need to be first to enter a new category. Its strategy has often involved entering established markets with a highly integrated product and ecosystem.
The September 9 presentation could show whether Apple believes foldable smartphones are ready for a much broader audience.
The Potential Price Will Be Closely Watched
The price of a potential foldable iPhone is another major issue.
Reports have suggested that Apple’s first foldable could cost more than $2,000 in the United States. However, Apple had not confirmed the price before the presentation.
That would make the device substantially more expensive than conventional iPhone models.
A premium price would position the foldable as a high-end product rather than a mainstream replacement for the standard iPhone.
Consumers will therefore pay close attention to Apple’s official U.S. pricing when the product is announced.
Pricing will also help determine how Apple positions the device within its broader smartphone lineup.
The iPhone 18 Pro and Pro Max Are Also in Focus
The foldable device is not the only iPhone development attracting attention.
The iPhone 18 Pro and iPhone 18 Pro Max are expected to receive their own hardware improvements.
Pre-event reports have pointed to changes involving battery capacity, camera technology and the display area around the front-facing components.
A variable-aperture camera has also been discussed in reports surrounding the upcoming Pro models.
However, these details should not be treated as final until Apple confirms them.
The company’s September presentation is expected to clarify which features are actually included and which reports do not reflect the final products.
For existing iPhone owners, the Pro models may be particularly important because they represent Apple’s premium smartphone strategy for the coming product cycle.
The Standard iPhone May Follow a Different Schedule
One of the more notable changes surrounding this year’s launch is the possibility that Apple will not release the standard iPhone 18 alongside the Pro models.
Reports have suggested that Apple could delay the standard version until early 2027.
The reported strategy would allow Apple to place greater attention on premium models during the September launch while shifting some lower-priced products to a later period.
This would represent a significant change from the familiar annual iPhone launch pattern.
For consumers considering an upgrade, the timing could affect purchasing decisions.
Someone looking for Apple’s least expensive new flagship option may need to wait longer than shoppers interested in the Pro models or a potential foldable device.
Apple’s final launch schedule will settle the question.
Apple Watch Could Also Receive an Update
The September presentation is not expected to focus exclusively on the iPhone.
New Apple Watch models are also widely expected.
Reports have pointed toward the Apple Watch Series 12 and a possible update to the Apple Watch Ultra line.
One notable possibility is a return of a ceramic case option for the standard Apple Watch.
New band colors and configurations have also been discussed ahead of the event.
Health-related improvements may receive attention as well, although Apple had not confirmed a complete feature list before the presentation.
Apple Watch has become an important part of Apple’s hardware ecosystem. The company has increasingly emphasized health, fitness and safety features in its wearable products.
Any new model announced on September 9 will therefore be closely watched for changes beyond appearance.
AirPods Could Make an Appearance
AirPods may also receive attention during the September presentation.
The current generation has been on the market long enough for consumers to expect an update, and reports have suggested that a new AirPods model could appear.
However, another heavily discussed AirPods development is not expected immediately.
Reports about camera-equipped AirPods have circulated ahead of the event, but those products have been associated with a later timeline rather than the September 9 launch.
That means consumers should not assume every AirPods-related report will become an announcement during the presentation.
Apple could still introduce an updated audio product with more modest changes.
The company’s final product lineup will determine whether AirPods become part of the September launch.
Apple Intelligence Remains an Important Background
Artificial intelligence also remains an important part of Apple’s broader product strategy.
Earlier in 2026, Apple announced new Apple Intelligence capabilities and a more advanced Siri experience.
The company has been working to make Siri more capable of understanding personal context and completing actions across applications.
Those software developments matter to the September hardware launch because Apple’s newest devices are expected to work closely with its latest software technologies.
The company has increasingly positioned AI as part of the overall Apple experience rather than as a standalone product.
New iPhones and other devices therefore could provide additional ways to use Apple’s AI features.
Still, Apple has not confirmed every AI-related feature that may appear in the September hardware lineup.
Why This Event Is Different From Previous Years
There are several reasons this year’s presentation stands apart.
First, Apple has a new CEO.
Second, the company may enter the foldable smartphone category for the first time.
Third, the traditional iPhone launch schedule could change if the standard model is delayed.
Together, these developments make September 9 particularly important.
The event is not simply another annual specification update. It could represent a meaningful change in Apple’s hardware strategy.
The company has maintained a highly successful iPhone business for years. Introducing a foldable model would give Apple a new premium category while allowing it to compete more directly with manufacturers that already offer folding devices.
At the same time, Ternus will need to demonstrate continuity and leadership after Cook’s long tenure.
What U.S. Consumers Should Watch During the Presentation
For American buyers, several details will matter more than rumors.
The first is the final product lineup.
The second is U.S. pricing.
Availability will also be important. Apple often announces preorder dates and retail availability during its product presentations.
Consumers should also watch for storage configurations because they can significantly affect the final purchase price.
For a possible foldable iPhone, the most important details will include the final design, screen arrangement, durability features, camera system, processor, battery performance and price.
For the Pro models, shoppers will want to know about camera changes, display improvements, performance upgrades and battery life.
Apple Watch buyers will likely focus on health features, battery performance, materials and compatibility.
These are the details that can determine whether a new device represents a meaningful upgrade over an existing product.
What Apple Has Confirmed Before the Event
Apple itself has confirmed the most basic details.
The September 9 presentation is officially titled “Surprise and shine.”
It begins at 10 a.m. Pacific Time.
The company is streaming the presentation through its website, Apple TV and YouTube.
Apple has not publicly confirmed every product expected by outside observers.
That distinction is especially important on launch day. Reports can provide useful clues, but Apple’s announcement remains the final authority for product names, specifications, prices and release dates.
Consumers should therefore wait for the presentation before treating any leaked specification as final.
A Major Moment for Apple’s Smartphone Strategy
The September 9 presentation could become one of Apple’s most consequential product events in years.
The potential arrival of a foldable iPhone would give the company a new premium category. The possible iPhone 18 Pro and Pro Max launch would refresh Apple’s flagship smartphone range.
At the same time, new Apple Watch products could strengthen the company’s wearable lineup.
All of this is happening during the first major product event led by John Ternus as CEO.
That combination gives the presentation a significance that goes beyond a routine annual upgrade.
For U.S. consumers, the most important information will become clear once Apple takes the stage and reveals exactly what it has prepared.
Until then, the confirmed event time and official viewing options remain the most dependable details, while product-specific information should be treated carefully until Apple makes each announcement.
The September 9 presentation could mark a new chapter for Apple, so share your thoughts on the products you are watching and stay informed as the official announcements arrive.