Apple has officially confirmed its 'Surprise and shine' keynote for Wednesday, September 9, at 10 a.m. Pacific Time. According to reports from Apple, marketing chief Greg Joswiak posted the invitation on Wednesday, with Tim Cook sharing the post and indicating he is counting down to the event. The timing carries significant weight as John Ternus, who has led Apple's hardware engineering, becomes chief executive on September 1, eight days before the keynote. Cook shifts to executive chairman after 15 years in the top job, making September 9 the first launch under Apple's new leadership structure. The event will take place in the Steve Jobs Theater at Apple Park in Cupertino, California, with the keynote lasting approximately one to two hours in Apple's traditional format. As per Mashable, viewers will be able to watch the keynote live on YouTube, the Apple website, and Apple TV, with the company declining to provide additional information on the "special event."
Reports point to the iPhone 18 Pro, iPhone 18 Pro Max, and the first foldable model as the headline announcements for the September 9 event. According to Apple reports, the foldable device features a 5.5-inch outer screen paired with a roughly 7.6-7.8 inch inner display when unfolded, using a book-style folding design. The design includes Touch ID in the side button instead of Face ID to maintain the device at 4.5mm when open, though this eliminates a telephoto lens, leaving only a 48-megapixel main camera and an ultra-wide. Early reports suggest the entry model will be priced above $2,000, with higher storage tiers passing $2,500. The keynote is also expected to showcase Apple's latest software features and ecosystem updates across its devices, with the company widely expected to introduce the iPhone 18 Pro and iPhone 18 Pro Max alongside the standard iPhone 18 lineup.
According to Gadgets Now reports, the September 9 event represents a major departure from Apple's traditional strategy of launching the entire iPhone 18 family together. The standard iPhone 18, iPhone 18e and second-generation iPhone Air are expected to be pushed to spring 2027, allowing Apple to focus its September spotlight on premium models. This strategic shift enables the company to give more attention to its premium phones at this event while delaying the base models for Spring 2027. The move aligns with Apple's recent focus on premium segments, as the company has been reserving September for premium models while launching base variants in spring in recent years. This approach allows Apple to maintain its premium positioning while ensuring adequate development time for base models.
Beyond the flagship iPhones, Apple is expected to introduce the Apple Watch Series 12 and Apple Watch Ultra 4 alongside the new iPhones. Other hardware announcements, including potential smart-home products, have also been reported, though these remain less certain. Apple is also expected to reveal release dates for its next-generation software platforms, including iOS 27, iPadOS 27 and macOS Golden Gate. The event will mark the first major hardware announcement under Apple's new leadership structure, with Ternus's first fortnight as CEO coinciding with this significant product launch. As per Mashable, the Siri AI beta will take one step closer to a public release, bringing Apple into the AI era at last.
