Apple sets iPhone launch event for Sept. 9, first under new CEO John Ternus
Analysts expect the company to launch new iPhones and Apple Watches at the event, including the company's first folding phone
Apple has officially announced the launch date for its next big event, where it will unveil three new iPhone models and its first foldable device. The event is scheduled for September 9, 2026, at 10 AM PT, and will be held at the Apple Park campus in California's iconic Steve Jobs Theater. The invite features a stylized Apple logo with shiny edges and a sun in the center, along with the tagline "Surprise and shine," a play on the phrase "rise and shine," potentially referencing the company's first foldable.
The live event will be streamed on Apple's official YouTube channel, followed by device releases on the official Apple Newsroom section and X. Three devices are expected to be unveiled: the iPhone 18 Pro, the iPhone 18 Pro Max, and the iPhone Ultra.
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- Apple event is official for September 9 — iPhone Ultra, iPhone 18 Pro Max, Watch 12, and more tomsguide.com
- The iPhone 18 Pro finally has a launch date as Apple sends out invites for its next big event digitaltrends.com
- Apple announces September iPhone launch event theverge.com
- What to expect from Apple's 'Surprise and shine' iPhone 18 Pro event on September 9 appleinsider.com
- Apple sets Sept. 9 date for next iPhone launch event channelnewsasia.com
- Apple announces a "Surprise and shine" event on September 9 at 10am PT at Apple Park, where its first foldable iPhone, iPhone 18 Pro, and more are expected (Zac Hall/9to5Mac) 9to5mac.com
- In Q2, Apple's base iPhone 17 was the global best-selling smartphone, with a 6% share, followed by the iPhone 17 Pro Max; Apple and Samsung had all 10 top spots (Counterpoint Research) counterpointresearch.com
- Apple sets iPhone launch event for Sept. 9, first under new CEO John Ternus cnbc.com
