- Apple’s September event could bring a packed lineup of new devices.
- Several major Apple products are expected to debut this month.
- Here’s what we know so far about Apple’s biggest upcoming launches.
The Apple event September 2026 is gearing up to be one of the biggest launch events in years. The Cupertino-based company has already announced refreshed Mac mini and Mac Studio models, and now the “Surprise and shine” event, scheduled for September 9, is expected to bring several new products across its portfolio, including new iPhones, Watches, and AirPods.
Apple event September 2026 announcement at a glance
According to reports and industry insiders, Apple’s September 9 “Surprise and shine” event would include the following:
- Mac mini M6/M5 Pro
- Mac Studio with M5 Max/M5 Ultra
- iPhone 18 Pro
- iPhone 18 Pro Max
- Foldable iPhone (rumored to be called iPhone Ultra)
- Apple Watch Series 12
- Apple Watch Ultra 4
- Next-gen AirPods
John Ternus replaces Tim Cook as Apple’s CEO
This year marks a significant step for another reason, and that is Apple has a new CEO. Apple named John Ternus as Apple’s new chief executive on September 1, 2026. John replaced Tim Cook, who stepped down as Apple’s CEO after nearly 15 years, with many calling it “end of an era.”
Ternus joined Apple in 2001 and has spent more than two decades working on the company’s hardware products. Until now, Ternus served as Apple’s senior vice president of Hardware Engineering, with his responsibilities including overseeing teams responsible for lineup across its iPhone, iPad, and Mac portfolio.
Even though Cook stepped down from the CEO position, he is not completely leaving the company. He officially stepped in to handle the executive chairman of the board position.
Apple’s iPhone strategy could look different this year
If the previous reports turn out accurate, Apple might follow a staggered launch approach. It means now the company could focus on the initial launch of its Pro models and probably the foldable iPhone.
On the other hand, the standard iPhone 18, iPhone 18e, and iPhone Air (2nd Gen) might launch in spring 2027.
For decades, the company used to unveil multiple iPhone models all together at one launch event. Now, it’s yet to be seen how the staggered launch strategy turns out to be in reality.
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