Apple is preparing for one of its most closely watched product events of 2026, with its “Surprise and Shine” keynote scheduled for September 9. The event will be particularly significant because it comes shortly after John Ternus takes over as Apple’s chief executive, making this his first major product presentation in the role.
For consumers, however, the biggest question is what Apple will actually unveil. The iPhone 18 Pro and iPhone 18 Pro Max are widely expected to headline the event, while the company’s long-rumoured first foldable iPhone could become the surprise star of the evening.
iPhone 18 Pro expected to lead the lineup
The iPhone 18 Pro and Pro Max are expected to form the core of Apple’s September smartphone launch. Reports point towards improvements in performance, cameras and display technology rather than a complete redesign.
The new Pro models are expected to use Apple’s next-generation A20 Pro chip, while camera upgrades could include a variable-aperture system. A smaller Dynamic Island has also been reported, although Apple has not officially confirmed these specifications.
The Pro Max could receive additional hardware changes, including a larger battery and potentially exclusive camera capabilities.
The foldable iPhone could steal the spotlight
The biggest potential surprise is Apple’s long-awaited entry into the foldable smartphone market.
Reports suggest the company could introduce a book-style foldable device that has been informally referred to as the iPhone Ultra or foldable iPhone. The reported design would allow the phone to function as a conventional smartphone when closed and provide a much larger display when opened.
The device is expected to sit firmly in the premium segment, with reports suggesting a significantly higher price than Apple’s conventional iPhones. However, the name, price and specifications remain unconfirmed until Apple makes its announcement.
If launched, the foldable iPhone would represent a major change for Apple’s hardware strategy and put the company directly into competition with established foldable-phone makers.
Why John Ternus makes this event different
The September keynote is not just another iPhone launch. It is also an important leadership moment for Apple.
John Ternus, a longtime Apple executive with a background in hardware engineering, is expected to lead the presentation as CEO. His first major keynote will inevitably be compared with the presentation styles associated with Steve Jobs and Tim Cook.
The event could therefore offer an early indication of how Ternus intends to communicate Apple’s technology roadmap and its approach to future products.
Apple Watch and AirPods may also appear
The iPhone is expected to dominate the event, but Apple could have additional hardware announcements.
Reports suggest that new Apple Watch models could be introduced, potentially including the Apple Watch Series 12 and an updated Ultra model. Improvements to performance, battery life and health-related features are among the possibilities being discussed.
New AirPods are also possible, although some of the more ambitious features previously linked to future AirPods may not arrive at this event.
What about the regular iPhone 18?
One of the biggest changes to Apple’s usual launch strategy could be the absence of the standard iPhone 18 from the September lineup.
Reports indicate that Apple may concentrate the September launch on its premium Pro models and the potential foldable iPhone, with more affordable iPhone models arriving later, possibly in 2027. This would represent a significant departure from the company’s traditional September iPhone strategy.
When can Indians watch Apple’s event?
Apple has officially listed the September 9 event for 10:30 PM IST in India. The keynote will be available through Apple’s official Events website and the Apple TV app, with other streaming options also expected.
For Indian audiences, the late-evening timing means the first confirmed details about pricing, specifications and availability could emerge during the night.
More than an iPhone launch
Apple’s September 9 event could ultimately be remembered for more than the iPhone 18 Pro.
The combination of a new CEO, premium iPhone models and the possibility of Apple’s first foldable phone makes this one of the company’s more consequential product launches in recent years. At the same time, expectations should be kept separate from confirmed information: Apple has confirmed the event, but the majority of specific product details remain based on reports and leaks.
The real test begins when John Ternus takes the stage and Apple reveals what “Surprise and Shine” actually means.
