Apple 9 September 2026 will hold its traditional autumn presentation, which this time could prove to be one of the most important for the company in recent years. The event has been named Surprise and shine and will begin at 10:00 Pacific Time — at 8.00 pm Kyiv time. Apple will stream the presentation on its website, on Apple TV and on YouTube. Apple has not yet officially revealed the list of devices. However, Reuters reports that the main new product is expected to be the first foldable iPhone, which will open up a new category of smartphones for Apple. The iPhone 18 Pro and Pro Max are also expected to be launched at the same time, and one of the key software highlights will be the new generation of Siri, powered by Apple Intelligence.
- The Apple Event will take place on 9 September at 8.00 pm Kyiv time.
- The first foldable iPhone is expected.
- The iPhone 18 Pro and Pro Max may also be unveiled.
- Apple will place a strong emphasis on Siri and artificial intelligence.
- This is the first major presentation under the new CEO, John Turnus.
When and where to watch the Apple Event 2026
Apple has officially confirmed the launch event on Wednesday, 9 September. The broadcast will begin at 10:00 local time in California.
For Ukraine, this means:
9 September, 8.00 pm Kyiv time.
The live stream will be available on Apple.com, in the Apple TV app and on the official YouTube channel companies.
The name of the event is — Surprise and shine. Apple traditionally includes hints about new products or features in the design of its invitations, but this time the company has not given any clear indication as to a specific device.
The main intrigue lies elsewhere: this will be Apple’s first major presentation since John Turnus has succeeded Tim Cook as CEO. Ternus was in charge of Apple’s hardware for many years, and Reuters describes the launch of the new iPhones as the first serious test of his leadership.
The first foldable iPhone could be the biggest new release
The thing that attracts the most attention before the presentation is foldable iPhone.
Apple For years, it has been in no hurry to enter this market, whilst Samsung, Huawei, Honor, Motorola and other manufacturers have already released several generations of foldable smartphones.
According to Reuters, Apple is now ready to unveil its own device. It is expected to feature a clamshell design: the smartphone will have a standard external display and, when opened, will transform into a compact tablet.
MacRumors, citing a series of leaks, reports that the external OLED display is approximately 5.5 inches and a significantly larger internal screen. Apple has not confirmed the final specifications.
The official name is also unknown. The media most commonly use:
- iPhone Fold;
- iPhone Ultra;
- Foldable iPhone.
Until they are presented, none of them can be regarded as confirmed.
The price may exceed $2500
Apple’s first foldable smartphone is unlikely to be a mass-market device.
Reuters, citing analysts, reports on the potential price over $2500. This would make the new model the most expensive iPhone in history and position it closer to Apple’s premium computers than to ordinary smartphones.
Other analytical estimates suggest a wider range of approximately $2000–2500, depending on the memory configuration. Apple will only announce the final price during the launch event.
The high price tag won’t necessarily be a problem for the first generation. Apple may use the foldable iPhone as a flagship product — much like the Vision Pro: first establishing a new premium segment, and only then gradually scaling up the technology.
According to analysts’ estimates cited by Reuters, the device could help Apple quickly capture a significant share of the foldable smartphone market. In the long term, by the end of 2027, this category could potentially generate tens of billions of dollars in revenue for the company.
Why did it take Apple so long to bring out a foldable smartphone?
The main problem with foldable smartphones remains not the processors or cameras, but the mechanics.
Manufacturers have to tackle several challenges at once:
- a noticeable crease on the internal display;
- durability of the hinge;
- dust protection;
- case thickness;
- autonomy;
- the reliability of the flexible OLED panel.
This is precisely where Apple could try to set itself apart from its competitors.
Reports from the supply chain indicate that the company has introduced stricter requirements for the flatness of the display and the operation of the hinge, which means that initial production volumes may be limited.
Therefore, even if it is unveiled on 9 September, not everyone will be able to buy a foldable iPhone straight away.
The iPhone 18 Pro and Pro Max are also expected on 9 September
As well as the new form factor, Apple is preparing its usual update to its flagship range.
The following are expected:
iPhone 18 Pro
iPhone 18 Pro Max
This year, Apple may change its usual release schedule. The company plans to focus its autumn launch event as much as possible on premium devices, whilst some of the cheaper models may be carried over to next year.
This is a significant change in strategy.
In the past, Apple usually unveiled its flagship products at the same time iPhone and the Pro models. The company can now split the launch into two phases:
Autumn 2026 — expensive iPhones;
Spring 2027 — more affordable models.
This approach allows Apple to focus customers’ attention as much as possible on the devices with the highest profit margins.
What might change in the iPhone 18 Pro
There are no official specifications as yet, so until the launch, all specifications should be regarded as preliminary information.
Among the most common expectations are camera upgrades, a new generation of processor, improved battery life and a further reduction in the elements surrounding the Dynamic Island.
The Verge also reports on a possible a camera with a variable aperture, which would allow the smartphone to better control the amount of light and the depth of field.
If the technology does indeed feature in a production model, it will be one of the biggest hardware upgrades to the iPhone’s camera in recent generations.
Siri AI will be Apple’s second major test
Another equally important part of the presentation is artificial intelligence.
At WWDC 2026, Apple has already unveiled Siri AI, which will be powered by Apple Intelligence. The company promises more natural conversations, better responses and the ability to carry out more complex tasks.
The new Siri makes partial use of Google’s technology. This is particularly important for Apple given the criticism the company has faced for its slower adoption of generative AI compared with Google and OpenAI.
That is precisely why the presentation on 9 September will be more than just the launch of new phones.
Apple is actually set to unveil, How artificial intelligence will change the way we use the iPhone on a day-to-day basis.
Key issues:
- just how much smarter Siri has become;
- Can it work across several applications?;
- which functions are carried out directly on the iPhone;
- which models will be equipped with the full range of AI features;
- in which countries they will be available.
This is important because the launch of the new generation of Siri in certain regions may be delayed due to regulatory and language restrictions.
Why is AI so important to Apple right now?
For many years, the main reasons for upgrading an iPhone were:
camera → display → processor → battery life.
However, the physical differences between generations of smartphones are gradually diminishing.
Artificial intelligence could be the next big reason to upgrade your device.
Google is actively integrating Gemini into Android, Samsung is developing Galaxy AI, and generative models are becoming a standard feature of software.
It is therefore important for Apple to demonstrate that Apple Intelligence and Siri can become not just a collection of individual features, but a central part of iOS.
Reuters identifies AI as one of the main challenges facing Apple’s new management.
What else might Apple unveil?
Apple’s autumn launch event is not, as is customary, limited to the iPhone.
Among the most likely new releases is a new generation Apple Watch.
According to specialist publications, the Apple Watch Series 12 is expected, along with possible updates to the more expensive models.
New AirPods are also a possibility, although there may not be a major redesign of the earphones this year.
The draft list for the presentation looks like this:
- a foldable iPhone;
- iPhone 18 Pro;
- iPhone 18 Pro Max;
- Apple Watch Series 12;
- the updated AirPods;
- Siri AI and Apple Intelligence;
- Details of the iOS 27 launch.
The biggest unknown is whether Apple will unveil yet another surprise product, as the event’s title suggests Surprise and shine.
Why is Apple focusing on high-end devices?
Apple is launching a new generation at a challenging time for the global electronics market.
Manufacturers are facing memory shortages and rising component costs due to huge demand from data centres and AI companies.
Memory manufacturers are increasingly prioritising high-cost components for artificial intelligence servers, which is putting further pressure on the consumer electronics sector.
Premium iPhones make it easier for Apple to offset rising production costs.
It is therefore no coincidence that the company is focusing on Pro models and foldable smartphones: it is trying to sell fewer cheap devices and more expensive ones.
Apple is entering a market where Samsung already has a wealth of experience
The foldable iPhone will be a direct competitor Galaxy Z Fold and Huawei’s premium models.
Apple is entering this market much later than the others.
However, this is not a new strategy for the company.
Apple did not invent the first MP3 player, the first smartphone, the first tablet or the first smartwatch. The company often enters an existing market and seeks to make a product that appeals to a sufficiently broad audience.
Analysts quoted by Reuters believe that Apple’s brand, the iOS ecosystem and its premium positioning could enable the company to quickly become one of the leaders in the foldable segment.
For Samsung, this means the emergence of its most serious competitor in a category that the South Korean company has, in effect, been building up over many years.
When will the new iPhones go on sale?
Apple traditionally opens pre-orders a few days after the launch event, and sales begin about a week later.
However, the situation may be different with a foldable iPhone.
Due to the complexity of production, the first batches may be small, and delivery times may be considerably longer. Reports from the supply chain are already pointing to difficulties in scaling up production.
Apple will announce the exact dates on 9 September.
What will the presentation on 9 September actually decide?
For the buyer, the main question is a simple one: Should I upgrade my current iPhone?.
For Apple, the stakes are considerably higher.
A company needs to demonstrate three things at the same time:
- it is still capable of creating new categories of devices;
- it can compete in the field of artificial intelligence;
- The new leadership is capable of maintaining the pace of development following the Tim Cook era.
That is precisely why the first foldable iPhone may prove to be more significant than the usual annual smartphone update.
If Apple does indeed unveil the device on 9 September, it will be the first fundamental change to the iPhone’s form factor since the model was launched in 2007.
And it is this new feature, rather than yet another performance boost or a new case colour, that could shape Apple’s main technological focus over the next few years.
What has already been confirmed, and what remains mere rumour
Before the presentation, it is important to distinguish between official information and rumours.
Apple has confirmed:
- the presentation on 9 September;
- starting at 10.00 PT;
- the title ‘Surprise and Shine’;
- streaming via Apple.com and Apple TV;
- the existence of a new generation of Siri AI as part of iOS 27.
It is expected, but has not yet been officially confirmed:
- a foldable iPhone;
- its name;
- price over $2000;
- display specifications;
- iPhone 18 Pro and Pro Max;
- specific camera updates;
- the new Apple Watch and AirPods.
The final specifications, prices and release dates will be announced 9 September, following Apple’s presentation.
FAQ
When is the Apple Event 2026?
9 September 2026 at 10:00 Pacific Time.
What time is the Apple presentation in Ukraine?
О 8.00 pm Kyiv time.
Will Apple launch a foldable iPhone?
Apple has not officially confirmed this, but Reuters and other sources expect it to be unveiled on 9 September.
What will the foldable iPhone be called?
There is no official name. Unofficial names include the iPhone Fold and the iPhone Ultra.
How much will the foldable iPhone cost?
Reuters cites estimates of over $2500, but Apple has not yet announced the official price.
Will the iPhone 18 be unveiled?
The iPhone 18 Pro and Pro Max are expected first and foremost. According to Reuters, Apple may release some of the more affordable models at a later date.
Where can I watch the presentation?
On Apple.com, in the Apple TV app and via Apple’s official live stream.
