Apple has confirmed its annual September hardware event for Wednesday, September 9, 2026, at 10:00 a.m. Pacific / 1:00 p.m. Eastern, carrying the tagline “Surprise and shine.” As in recent years, Apple will stream a pre-recorded keynote via its website, the Apple TV app, and its YouTube channel, with members of the press invited to an in-person viewing at Apple Park in Cupertino. Notably, this will be the first Apple keynote presented under incoming CEO John Ternus, who takes over from Tim Cook on September 1.

Here’s what’s widely being reported ahead of the show.

No Standard “iPhone 18” This Time

Despite the event being informally dubbed the “iPhone 18” launch, multiple outlets report that Apple is not planning to release a standard iPhone 18 in September. According to widely circulated reporting, Apple is splitting its lineup this cycle: the standard iPhone 18, a new lower-cost iPhone 18e, and an iPhone Air 2 are expected to arrive separately in spring 2027. That leaves three premium devices for the September event:

• iPhone 18 Pro
• iPhone 18 Pro Max
• Apple’s first foldable iPhone

iPhone 18 Pro and Pro Max

Reporting suggests the Pro models will look broadly similar to last year’s iPhone 17 Pro, with most of the changes happening under the hood rather than in the overall design. Frequently cited expected features include:

• A new A20 Pro chip, built on a 2-nanometer process, expected to run cooler and more efficiently
• A smaller Dynamic Island
• A simplified Camera Control button
• A new variable-aperture Wide camera for finer control over lighting and depth of field, which some reports say may be exclusive to the Pro Max this year
• A possible larger battery in the Pro Max, which could make that model slightly thicker than its predecessor
• Apple’s newer C2 modem
• New color options — Dark Cherry and Sky Blue are the names most commonly mentioned, with a Silver finish reportedly less likely to make the final lineup

Price estimates from research firm TrendForce, cited across several outlets, suggest the new Pro models could cost more than last year’s $1,099 starting price for the iPhone 17 Pro, continuing a trend of rising component costs.

Apple’s First Foldable iPhone

The most talked-about product ahead of the event is Apple’s rumored first-ever foldable iPhone, which multiple reports suggest could be called the iPhone Ultra — though Apple has not confirmed a name. Frequently reported details include:

• A book-style, “passport” fold design, wider than it is tall when opened, more comparable to a small tablet than a typical phone
• A roughly 5.5-inch outer display for use while closed
• An inner display estimated between 7.6 and 7.8 inches when unfolded
• A frame reportedly combining titanium and aluminum
• Reported use of liquid metal hinge components and ultra-thin glass aimed at reducing crease visibility
• Estimated thickness around 4.5mm unfolded and 9–9.5mm folded
• Some reports indicate compromises to keep the device thin, including Touch ID instead of Face ID and the omission of a telephoto camera

If accurate, this would mark Apple’s biggest form-factor shift since the iPhone X in 2017.

Apple Watch, AirPods, and Other Hardware

Beyond the iPhone, the event is also expected to include modest updates to Apple’s wearables lineup:

• Apple Watch Series 12 — reportedly a smaller update, with a possible ceramic case option and a new health sensor
• Apple Watch Ultra 4 — rumored but with fewer concrete details so far
• AirPods 5 — expected in versions with and without active noise cancellation
• No new Apple Watch SE is expected this year, according to multiple reports
• Possible refreshes to HomePod mini and Apple TV, though these are considered less certain

Software and Release Timing

Alongside the hardware, Apple is expected to confirm release dates for its next round of software updates — iOS 27, iPadOS 27, macOS “Golden Gate,” watchOS 27, tvOS 27, and visionOS 27 — with several reports suggesting a public rollout as early as September 14.

On the retail side, the commonly cited timeline is:

• Pre-orders: around September 11–12
• In-store availability: September 18

The Caveat

It’s worth repeating what several outlets have flagged directly: Apple’s official invitation confirms only the date, time, and tagline. Everything above — chip names, display sizes, colors, pricing, and the “iPhone Ultra” name itself — comes from supply-chain sources, analyst estimates, and leakers rather than Apple’s own statements, and could change before or during the keynote on September 9.