Apple has officially announced the dates of its biggest event of 2026. The company’s next major product launch is set for September 9, according to the media invitation sent, bearing the tagline “Surprise and shine”. The showcase is set to begin at 10:30 pm IST at the Steve Jobs Theater inside the Apple Park campus, with global audiences able to watch via an official digital livestream at apple.com or on the Apple TV app.According to Mark Gurman, Apple may introduce mechanical aperture on the iPhone 18 Pro Max, and Sky Blue: a possible new iPhone 18 Pro colour.
First ever foldable iPhone and flagship refresh expected on September 9 event
The upcoming event could mark a product milestone, as expectations build around Apple potentially unveiling its inaugural foldable iPhone. Leaked photos of what appears to be a physical dummy model suggest the folding handset features a broad layout which appears to be like the recently-launched Samsung Galaxy Z Fold 8.Apple is also anticipated to introduce hardware upgrades across its high-end lineup, likely designated as the iPhone 18 Pro and iPhone 18 Pro Max, following a redesign delivered in the previous product cycle.
Adjusted release timelines and 2027 Apple launch roadmap
Reports have indicated a shift in standard product rollout schedules. The standard base-model iPhone 18 will not be unveiled during the September presentation, with the company opting to launch it next year instead, reports claimed.Moreover, Apple is rumoured to be preparing an entry-level iPhone 18e alongside a second-generation iPhone Air for introduction in 2027.
First event under New CEO John Ternus
The September showcase represents a major milestone for executive leadership at Apple. The presentation will serve as the first official public event led by John Ternus as CEO. Formerly serving as Apple’s hardware engineering chief, Ternus is scheduled to assume the top role on September 1, succeeding long-time CEO Tim Cook.