Apple Sets September 9 iPhone Launch Event With “Surprise and Shine” Tagline

Apple announced that its next launch event will take place on September 9 with the tagline “Surprise and Shine.” The event is scheduled for 10 a.m. PT at the Apple Park Campus in Cupertino, California. For anyone tracking Apple’s hardware cycle, this is the key date to watch.

The event is expected to be notable because Apple is rumored to unveil its long-awaited foldable iPhone. TechCrunch frames that possibility as a major reason this launch could stand apart from a typical annual iPhone refresh. Readers should treat the foldable iPhone as a rumor until Apple confirms details on stage.

Apple is expected to announce the iPhone 18 Pro and iPhone 18 Pro Max, though the models are rumored to be relatively iterative upgrades rather than a major redesign. Reports cited in the article indicate the standard iPhone 18 may not be announced until next year. Apple is also expected to introduce Apple Watch Series 12, Apple Watch Ultra, and new smart home devices.

This will also be the first Apple event with John Ternus as CEO, according to TechCrunch. Ternus is scheduled to take the reins from Tim Cook on September 1. Alongside hardware, Apple may announce launch dates for iOS 27, iPadOS 27, macOS Golden Gate, and other upcoming software updates.