Apple readies major Sept. 9 device event

Apple (AAPL) has scheduled a product event for Sept. 9 that will focus on new hardware releases. The presentation is positioned as the start of a different phase for the company, following years in which refinements and services featured prominently in its strategy. Reports on the upcoming event have emerged in the days just before the date, underscoring expectations that it will be a significant moment in Apple’s product calendar.

The event carries the “Surprise and Shine” branding and is expected to concentrate on mobile devices and wearables. It will be one of Apple’s most closely watched showcases of recent years, given both the scope of the product pipeline described and the leadership role at the helm of the keynote.

Chief Executive Officer John Ternus is set to lead the Sept. 9 presentation, taking the stage to introduce the latest devices. This keynote will be a prominent public moment for Ternus, as he outlines the next steps in Apple’s hardware roadmap. The event is framed as the kickoff of a broader cycle under his leadership rather than a routine update.

The emphasis on a larger and more varied product pipeline highlights how Apple is tying its leadership era to visible hardware milestones. By centering the keynote on new devices, the company is drawing attention to changes in its product approach that extend beyond software and services.

The Sept. 9 event is expected to feature several new iPhone models. These include Apple’s first foldable iPhone, which would introduce a new form factor to the company’s smartphone range. Alongside the foldable device, new high-end handsets labeled iPhone 18 Pro and iPhone 18 Pro Max are anticipated.

These additions expand the iPhone lineup at the top end of the market, bringing both a novel design in the foldable phone and refreshed premium models. The combination of a new category within the iPhone family and updated flagship devices underscores the scale of the planned announcements.

In addition to phones, the Sept. 9 presentation will include new Apple Watch models. Wearables remain a core part of Apple’s device ecosystem, and their appearance alongside major iPhone updates reflects the company’s focus on integrated hardware lines.

The event is described as the opening move in what is expected to be the largest run of new device releases in Apple’s history. The roadmap includes fresh form factors and whole new product areas stretching across 2026, 2027 and beyond. This expanded pipeline suggests that the Sept. 9 showcase will serve as a launch point for a multi-year sequence of hardware introductions rather than an isolated product refresh.