What to expect from the Apple Surprise and Shine event today
This is Apple's first big event under a new boss, John Ternus, who resumed as CEO on September 1, eight days before this keynote.
Apple is set to hold its fall hardware event, “Surprise and Shine,” on Wednesday, September 9, 2026. The keynote starts at 10 a.m. Pacific Time (1 p.m. Eastern) and streams live from Apple Park in Cupertino, California. This is Apple’s first major event under new CEO John Ternus, who took over on September 1.
Expect Apple to unveil the iPhone 18 Pro and Pro Max, while the standard iPhone 18 may be delayed until spring 2027. The Pro models are likely to feature a new A20 Pro chip on a 2-nanometre manufacturing process, larger memory, improved cameras, and possibly a more visible change in camera systems. Reports suggest a variable-aperture system for the 48-megapixel main camera and a smaller Dynamic Island.
A black, silver, light blue, and dark purple color options are expected. Pricing for the Pro models is uncertain, but analysts predict they will be more expensive due to cost increases in memory and storage.
A foldable iPhone is also rumored to be announced, with various reports describing it as a book-style phone that opens into a small tablet screen. The device may launch at a price above $2,500, according to analysts. This could be a significant addition to the market, as foldable phones currently represent only about 1.6% of global smartphone shipments.
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