Apple announced that it will hold its annual fall iPhone launch event on September 9 at 10 a.m. PT. The keynote, themed Surprise and shine, takes place at the Steve Jobs Theater in Cupertino and marks the first product showcase under incoming CEO John Ternus.
Apple Sets September 9 Keynote for New Hardware Showcase
Apple sent out media invitations on Wednesday for its annual autumn hardware presentation at Apple Park in Cupertino, California. The keynote kicks off at 10 a.m. PT (1 p.m. ET, 6 p.m. BST, 3 a.m. AEST), with livestreams available on the Apple Events website, the Apple TV app, and YouTube, where the company added an event placeholder to its YouTube channel for viewers to set reminders. Invitations feature a glowing neon Apple logo against a light blue background accompanied by the tagline Surprise and shine
beneath it. YouTube users can click on the video placeholder and choose the “Notify me” option to get a notification when the livestream is up, while the event countdown and notifications display in local times if location information is available. For those unable to watch the livestream, MacRumors will provide full event coverage on MacRumors.com and the MacRumorsLive X account.
The timing aligns closely with Apple’s recent scheduling patterns. Apple has announced its annual iPhone event two weeks in advance for four consecutive years, including announcements on Tuesday, August 26, 2025 for the iPhone 17 event, and Monday, August 26, 2024 for the iPhone 16 event. This consistency follows disruptions in 2020 and 2021 caused by the pandemic, when the iPhone 12 event moved to October and Apple provided only seven days’ notice for both the iPhone 12 and iPhone 13 events.
John Ternus Takes the Stage in a Leadership Transition
The September presentation carries added significance as the first Apple launch event overseen by incoming CEO John Ternus. Ternus, who previously served as the company’s hardware chief, assumes the chief executive role on September 1. Current Apple CEO Tim Cook is stepping down and will become the company’s executive chairman on September 1.
Analysts expect the company to launch new iPhones and Apple Watches at the event, alongside updated AirPods. The iPhone 18 lineup is expected to feature variable-aperture cameras, a smaller Dynamic Island notification bar at the top of the display, and a bigger battery. Alongside these devices, Apple announced new Mac Mini and Mac Studio models that will ship on September 22.
Rumored Foldable iPhone and Siri AI Integration
The most anticipated hardware rumor centers on Apple’s first folding phone. Leaks suggest a book-style foldable, possibly in a passport size similar to the Samsung Galaxy Z Fold 8, a phone that reviewer Dominic Preston said feels like the future.
Rumors have differed over its final name, with potential monikers including the iPhone Fold, iPhone Ultra, or iPhone Flip. Analysts suggest it’ll be priced between $2,000 and $2,500, and a photo of an apparent dummy unit indicates the foldable may have a wide form factor similar to Samsung’s device.
A new version of Siri called Siri AI will also launch, which uses modern large language model technology to allow the assistant to use apps such as messaging and calendars. The event artwork, featuring the text Surprise and shine
and a glowing neon effect, evokes the white neon glow of the Siri AI beta announced earlier this year at WWDC 2026.
Adjusted iPhone Release Schedules and Pricing Expectations
Apple is expected to refresh its Pro and Pro Max phones, which will likely be called the iPhone 18 Pro and iPhone 18 Pro Max as iterative upgrades rather than a big redesign like the one announced last year. However, Apple reportedly won’t announce the base model iPhone 18 at the event and will instead introduce it next year. In 2027, Apple is also rumored to be launching an iPhone 18e and a second-generation iPhone Air.
Consumers should also anticipate higher starting costs across upcoming hardware. CNET notes we are expecting higher starting costs following Apple’s price hikes on Macs, iPads, HomePods, and the Apple TV earlier this year.