Apple confirms 9 September date for 'Surprise and shine' iPhone event
The launch will mark the first major product unveiling under new CEO John Ternus, with focus expected on a foldable iPhone Ultra and the Siri AI ecosystem.
Apple has officially confirmed that its next iPhone event will take place on 9 September, under the tagline "Surprise and shine". The presentation is scheduled to begin at 1pm ET, with a livestream available on the company’s website and YouTube channel. This announcement sets the stage for what is expected to be a significant shift in the company’s hardware strategy and leadership structure.
The event is anticipated to centre on the long-rumoured foldable iPhone, potentially branded as the iPhone Ultra. Industry reports suggest the device will fold out into a tablet-style format, offering utility comparable to an iPad Mini within a pocketable form factor. Alongside this new category, the iPhone 18 Pro models are expected to be unveiled, while the base iPhone 18, iPhone 18e, and iPhone Air 2 may be delayed until spring 2027.
Strategically, the timing of the launch coincides with a major leadership transition. John Ternus will take over as Apple’s chief executive officer from Tim Cook on 1 September, making this the first major product launch led by the new CEO. For investors and industry observers, this event represents an early test of Ternus’s vision for the company’s future product roadmap and market positioning.
Artificial intelligence is expected to be a central theme, reflecting Apple’s recent pivot towards a unified, cross-platform ecosystem. At its June WWDC keynote, the company moved away from detailing individual operating system features to instead highlight its vision for "Siri AI" and Apple Intelligence. This approach suggests a broader integration of AI capabilities across its device lineup, rather than isolated feature updates.
Rumours indicate that the Siri AI ecosystem may extend beyond the iPhone to include new iPads, a revised HomePod mini, an updated Apple TV box, and a smart display designed for home control. While these products may not all be formally announced at the September event, they underscore the company’s intent to weave AI into its wider hardware portfolio.
As with previous launches, the focus is likely to remain squarely on the iPhone, with the foldable model serving as the headline attraction. The specific specifications and final design of the iPhone Ultra remain unconfirmed, but dummy units suggest a wide form factor similar to competitors’ folding devices. The event will provide the first official look at how Apple intends to compete in the emerging foldable smartphone market.
