Apple said it will hold its next presentation on September 9. As CNBC notes, at the event under the slogan “Surprise and Shine,” a demonstration of the new Apple Watch and iPhone smartphones is expected, but not the entire line.
What exactly the slogan symbolizes is unknown, but Apple usually hints at new device features with headlines. In the design of the invitation to the presentation, the company used the effect of a solar halo – rays diverging in circles.
September iPhone event invites officially going out. Techtember is around the corner 👀 pic.twitter.com/Q6UlSOeX5S
— Marques Brownlee (@MKBHD) August 26, 2026
Previously, insiders claimed that the iPhone 18 Pro and Pro Max (or at least a larger model) would have a new main camera with a variable aperture (diaphragm). Previously only available in professional cameras, this mechanism allows you to physically change the size of the lens, capturing more light in dark shooting conditions and less in bright ones to avoid flare.
The “Surprise” in the tagline may be a reference to the long-awaited foldable iPhone. Bloomberg analyst Mark Gurman previously reported that everyone in the company calls this model the iPhone Ultra.
iPhone Ultra (Fold) rumored specs:
> 5.5″ cover & 7.8″ inner display
> 4:3 aspect ratio
> Nearly invisible creep
>Advanced hinge mechanism
> Touch ID (no Face ID)
>No telephoto camera
>No Action button
>Dual 48MP cameras
> iPad-like app layout
> A20 Pro chip (2nm)
> 12GB… pic.twitter.com/i74OnvFnTx— apple files (@applefiles_) August 24, 2026
The company has in the past introduced new product categories at the end of events – Steve Jobs used the signature phrase “One More Thing” to do this. His successor Tim Cook similarly presented the first Apple Watch, iPhone X, the first Apple M1 processors, as well as Vision Pro augmented reality glasses.
The Sept. 9 presentation will be the first in a new role for executive director John Ternus. He will officially succeed Cook in this post from the beginning of the month.
As AppleInsider notes, there have been rumors on the Internet that due to a change in leadership, Apple may return to holding live events, but now insiders are inclined to maintain the recorded format, which the company has switched to since the COVID-19 pandemic.
The presentation will be shown live on Apple's official YouTube channel, in the Apple TV application, as well as on the company's official website. Start time is 10:00 am US Pacific Time (PT) or 1:00 pm Eastern Time (ET).
As expected, along with the presentation of the new iPhones, a new version of the iOS 27 operating system, as well as its analogues on other categories of devices, will become available for download to users. The standard iPhone 18, as well as the iPhone Air 2 and budget iPhone 18e, will be presented not in September, but in the spring of next year, insiders previously claimed.
