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Apple is preparing for one of the most closely watched product events of 2026 as the company hosts its “Surprise and Shine” special event on September 9. The keynote carries added significance because it will be the first major Apple product presentation led by John Ternus as CEO, following his official succession of Tim Cook on September 1.
The event is expected to focus heavily on the next generation of iPhone hardware, with reports pointing to the iPhone 18 Pro and iPhone 18 Pro Max, while Apple could also finally introduce its long-rumored first foldable iPhone. Other products, including new Apple Watch models and AirPods, could also appear during the presentation.
Apple Confirms the ‘Surprise and Shine’ Event
Apple has officially confirmed that its special event will take place on September 9 at 10 a.m. Pacific Time. The company is making the keynote available through Apple’s website, Apple TV and YouTube Live.
The “Surprise and Shine” branding has generated considerable speculation because Apple has not revealed exactly which products will be announced. That uncertainty has made the September keynote particularly important for consumers and investors watching Apple’s next product cycle.
Unlike a routine annual iPhone refresh, the 2026 event arrives during a major leadership transition.
John Ternus Faces His First Major Test as Apple CEO
John Ternus officially became Apple CEO on September 1, replacing Tim Cook, who moved into the role of executive chairman. Apple announced the succession earlier this year as part of a long-term leadership transition.
Ternus is particularly associated with Apple’s hardware engineering organization. Before becoming CEO, he served as Apple’s senior vice president of Hardware Engineering and was involved in the development of numerous generations of Apple products.
That background makes his first major keynote especially interesting.
The September 9 presentation will give consumers their first major opportunity to see how Ternus presents Apple’s products and communicates the company’s vision. His engineering background could also influence the tone of the keynote, potentially putting greater emphasis on hardware design, materials, performance and engineering details.
iPhone 18 Pro and iPhone 18 Pro Max Expected to Lead the Show
The biggest attraction is expected to be the iPhone 18 Pro lineup.
Reports suggest Apple could introduce the iPhone 18 Pro and iPhone 18 Pro Max as the premium stars of the event. The devices are rumored to receive improvements in areas including cameras, battery capacity and display design.
One particularly interesting possibility is a variable-aperture camera system, which could provide users with greater control over photography and improve Apple’s ability to compete with high-end Android smartphones.
The Pro Max could receive additional camera-related advantages, potentially strengthening Apple’s strategy of using its most expensive iPhone as the showcase for its latest technology.
The Foldable iPhone Could Be Apple’s Biggest Surprise
Perhaps the most important rumor surrounding the event is Apple’s potential entry into the foldable smartphone market.
A long-rumored foldable iPhone could reportedly be introduced alongside the iPhone 18 Pro models. Some reports have referred to the device as the “iPhone Ultra,” although Apple has not confirmed the name.
A foldable iPhone would represent a significant new product category for Apple.
Samsung and other Android manufacturers have already spent years developing foldable smartphones, while Apple has remained on the sidelines. If Apple finally enters the category, the company could attempt to redefine the segment through its familiar combination of hardware integration, software optimization and premium design.
The potential device is also expected to occupy an ultra-premium price position, with some reports putting its starting price around $2,000. However, pricing and final specifications remain unconfirmed until Apple makes its announcement.
The Base iPhone 18 May Not Arrive at the September Event
One of the more unusual aspects of Apple’s 2026 strategy is the possibility that the standard iPhone 18 will not launch alongside the Pro models.
Reports indicate that Apple could delay the base iPhone 18, iPhone 18e and a second-generation iPhone Air until 2027. The shift would represent a departure from Apple’s traditional September iPhone launch strategy.
A staggered release could allow Apple to focus the September event on its most profitable premium products while spreading other launches across a later period.
Supply-chain challenges and rising memory costs have been cited as possible factors behind the strategy.
Apple Watch Series 12 Could Also Make an Appearance
The iPhone is unlikely to be the only major hardware category discussed.
Apple is also expected to refresh its smartwatch lineup, with reports pointing toward the Apple Watch Series 12 and potentially the Apple Watch Ultra 4.
Possible improvements could include health-monitoring capabilities, new materials and additional design options. Reports have also suggested that Apple could bring back a ceramic Apple Watch option.
As always, these details should be treated as expectations rather than confirmed specifications until Apple takes the stage.
AirPods Could Get New Health and AI Features
AirPods may also receive attention during the September event.
Rumors have suggested that Apple could introduce new AirPods featuring updated chips and additional health-related sensors. There has also been speculation about a future camera-equipped AirPods model designed to support AI-based visual assistance, although that product may not be ready for this event.
If Apple does announce new AirPods, the company could use them to demonstrate how its growing AI ecosystem extends beyond the iPhone and Apple Watch.
Apple Intelligence and Siri Remain Important
Hardware will likely dominate the keynote, but Apple Intelligence could be another major theme.
Apple has already introduced a new Siri experience powered by Apple Intelligence at WWDC 2026.
The September event could provide Apple with another opportunity to demonstrate how its AI technology works across the iPhone ecosystem.
For Ternus, this could be particularly important because Apple is under increasing pressure to show consumers that its AI strategy can translate into practical features rather than simply competing through technical specifications.
Why John Ternus’s First Keynote Matters
The importance of September 9 goes beyond new devices.
Tim Cook led Apple for more than 15 years, making him one of the most recognizable CEOs in the technology industry. Ternus now has to establish his own leadership identity while maintaining the product-focused culture that has defined Apple for decades.
His engineering background could become an important part of that identity.
Apple’s board has described Ternus as a leader with deep technical knowledge and a strong focus on creating exceptional products.
The “Surprise and Shine” keynote therefore represents more than a product launch. It is also an early public statement about what Apple looks like under its new CEO.
A Potentially Historic Apple Event
If Apple introduces both the iPhone 18 Pro family and its first foldable iPhone, September 9 could become one of the company’s most consequential product events in years.
The combination of a new CEO, a new iPhone generation and a possible entry into foldable smartphones creates an unusually high level of anticipation.
Still, Apple has not confirmed many of the rumored specifications or product names. The most reliable information remains the event itself, which Apple has officially scheduled for September 9.
For consumers, the biggest question will be whether Apple can deliver genuine hardware innovation while maintaining the premium experience associated with the iPhone.
For Ternus, the question is even bigger: Can his first major keynote establish the next chapter of Apple’s product story?
Apple’s “Surprise and Shine” event on September 9, 2026 is shaping up to be much more than another annual iPhone presentation. It will mark John Ternus’s first major keynote as Apple CEO and could introduce the iPhone 18 Pro, iPhone 18 Pro Max and possibly Apple’s first foldable iPhone.
With potential changes to Apple’s iPhone release strategy, new Apple Watch models, AirPods developments and further advances in Apple Intelligence, the event could provide an important glimpse into Apple’s strategy for the years ahead.
The biggest surprise, however, may not be a new device. It could be seeing how John Ternus puts his own stamp on Apple for the first time.
