Apple has officially scheduled its annual fall special event for Wednesday, September 9, 2026, according to invitations sent out by the company. According to TechRadar, the keynote kicks off at 10 a.m. PT / 1 p.m. ET at the Steve Jobs Theater inside Apple Park, with a global livestream planned for online audiences.
Event Timing and the ‘Surprise and Shine’ Tagline
The upcoming showcase arrives just eight days after John Ternus steps into the role of chief executive officer, as reported by TechRadar. The media invite features the tagline “Surprise and shine” set against a bright blue background with a colorful, blurred Apple logo. TechRadar notes that the graphic features a circular flow and a potential vertical line hint, which industry watchers speculate could point toward both the venue architecture and rumored hardware designs.
Expected Hardware Announcements
According to reporting from TechRadar, Apple is expected to use the September 9 event to unveil several major product lines. The anticipated hardware list includes the iPhone 18 Pro, the iPhone 18 Pro Max, and Apple’s entry into the folding phone market with a device widely expected to be called the iPhone Ultra. In addition to smartphones, the company is reportedly preparing to announce the Apple Watch Series 12 and a next-generation Apple Watch Ultra, alongside potential updates to the HomePod mini and the Apple TV lineup.
Products Not Expected in September
While the hardware schedule for the September event is substantial, other anticipated product refreshes are slated for later release windows. According to Bloomberg reporter Mark Gurman’s reporting cited by MacRumors, Macs powered by Apple’s next-generation M4 chip—including redesigned MacBook Pros, Mac minis, and iMacs—are expected to arrive later in the year through October or November announcements. Similarly, the fourth-generation iPhone SE is projected for an early 2025 release rather than a fall debut.