Apple Event September 2026: everything expected in one place

What is officially confirmed

Apple has sent out invitations for a special event on Wednesday, September 9, 2026, at 10 a.m. Pacific Time, at the Steve Jobs Theater in Apple Park. The tagline is 'Surprise and Shine', and the invitation features a glowing Apple logo with sunlight shining through it. This is also the first September keynote led by John Ternus as CEO, which adds extra attention to every announcement.

• Date: September 9, 2026, 10 a.m. Pacific Time
• Location: Steve Jobs Theater, Apple Park
• Tagline: Surprise and Shine
• First September event with John Ternus as CEO

What the rumors say: new iPhones

Nothing here is confirmed until Apple says it on stage, but reporting from outlets like MacRumors, 9to5Mac and Bloomberg points to a big iPhone year. The iPhone 18 Pro and iPhone 18 Pro Max are widely expected, and the star of the show could be Apple's first foldable iPhone, referred to in reports as the iPhone Fold or iPhone Ultra. A new design language and camera upgrades are also part of the most repeated leaks.

Apple Watch and AirPods

On the wearable side, reports point to a new Apple Watch lineup, with an Apple Watch Ultra 4 frequently mentioned. For audio, new AirPods are expected, with some leaks suggesting models that use cameras for Visual Intelligence features. As always with rumors, treat names, specs and prices as possibilities, not promises.

Confirmed facts come from Apple. Everything else is a well informed guess until September 9.

How to follow the event

Apple usually streams the keynote live on apple.com, the Apple TV app and its YouTube channel. Watching the official stream is the best way to separate real announcements from pre event speculation.

Thinking about upgrading? Start before the sales do

Here is a practical tip: if you are already thinking about trading up to a new iPhone, or buying one of the new Apple Watch or AirPods models, you do not need to wait for launch day to prepare. You can create a Pig right now, set your goal and target date, and let PrimoPig break it into small steps before sales even begin. When pre orders open, you decide with a plan instead of an impulse.

• Pick your goal: the product you actually want, including accessories
• Set a target date: launch week or your own deadline
• Split it into small weekly steps with PrimoPig
• Use the resale value of your current device to lower the target

PrimoPig never receives, holds or moves your money. Your savings stay wherever you keep them. PrimoPig simply turns a big launch into a series of steps you can actually follow.