Apple has announced its next major product event for September 9, 2026, setting the stage for the company’s first iPhone launch under incoming CEO John Ternus. The presentation will take place at Apple’s headquarters in Cupertino, California, beginning at 10 a.m. Pacific time.
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Media invitations carry the tagline “Surprise and shine” alongside a glowing Apple logo, offering the first official signal that Apple is preparing a significant round of product announcements for the fall.
Analysts expect the event to center on a new generation of iPhones and Apple Watches. Among the most closely watched products is Apple’s anticipated first folding phone, which would mark the company’s entry into a category already established by several major smartphone manufacturers.
The September presentation arrives during an important leadership transition for Apple. Tim Cook is stepping down as CEO and will become the company’s executive chairman on September 1, placing Ternus in charge just over a week before the event. The September 9 launch will therefore become the first major hardware presentation of his tenure.
Apple is also expected to introduce Siri AI, a new version of its digital assistant built around modern large language model technology. According to the information provided, Siri AI will be able to work directly with apps including messaging and calendars, expanding the assistant’s ability to perform tasks across the Apple ecosystem.
Surprise and shine! It’s almost time for the #AppleEvent, on Wednesday, September 9! pic.twitter.com/SLkIcNmLwP
— Greg Joswiak (@gregjoz) August 26, 2026
The expected Siri update places artificial intelligence alongside hardware as one of the central themes of the upcoming presentation. Apple has increasingly connected its software development with AI-based features, and the new Siri is expected to represent a major step in that direction.
The event follows another round of hardware announcements from Apple. The company introduced new Mac Mini and Mac Studio models this week, both featuring AI-related upgrades. Those devices are scheduled to begin shipping on September 22.
With Macs already announced, attention now shifts firmly to Apple’s mobile lineup. New iPhones remain the company’s most closely followed annual releases, while the possibility of a folding model adds an additional point of interest to this year’s presentation.
Apple has not yet confirmed the individual products that will appear during the September 9 event. The invitation establishes the date and location, while expectations around the iPhone, Apple Watch, folding device and Siri AI remain based on analyst forecasts and previously announced software plans.
The event will also carry significance beyond the products themselves. Ternus will take control of Apple during one of the company’s most visible moments of the year, with the September launch offering an early look at how the company presents its next phase under new leadership.
Apple’s “Surprise and shine” event takes place on September 9 at 10 a.m. PT at its Cupertino headquarters.
