Apple officially announces September iPhone launch event: Surprise and shine

Apple has revealed the details of its highly anticipated September iPhone launch event, revealing that the "Surprise and shine" event will occur on September 9 at 10 a.m. Pacific Time. The keynote will be streamed live on YouTube, the official Apple website, and Apple TV. The company is expected to unveil the highly anticipated iPhone 18 lineup, as well as a foldable smartphone rumored to be called the iPhone Ultra.

Apple's artwork for the event showcases the text "Surprise and shine" along with the iconic Apple logo, illuminated with a neon glow, reminiscent of the recently announced Siri AI beta from WWDC 2026. The event artwork suggests that Apple may be preparing for a groundbreaking release, similar to past announcements of the iPhone 17, Apple Watch Series 12, and AirPods Pro 3.

However, this year's event is expected to be distinct due to the upcoming leadership change. On September 1, long-standing CEO Tim Cook will step down to make way for the inauguration of John Ternus, Apple's Senior Vice President of Hardware Engineering. Ternus will be making his debut keynote address, and the tech world will be keen to observe how he will lead Apple into the future.

Moreover, Apple may introduce the first-ever foldable iPhone, marking a significant shift in the smartphone landscape. While competitors in the market have been releasing foldable devices for years, Apple has yet to join the foldable phone craze. This move, if true, would be a game-changer comparable to Apple's initial entry into the smartphone and MP3 player markets.

The event will also see the Siri AI beta taking a step closer to a public release, marking Apple's entry into the AI era. It remains to be seen if history will repeat itself with the unveiling of the foldable iPhone, or if the device will face the same fate as the Vision Pro.