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)

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.