Today, September 9, 2026, Apple is holding its traditional autumn keynote titled "Surprise and shine." For the first time, the company's flagship event will be led by new CEO John Ternus, who has replaced Tim Cook in the role. Cook, in turn, has been appointed Executive Chairman of the Board of Directors. For Ternus, this is his first public appearance on stage as CEO, and the leadership change itself has become one of the evening's main points of intrigue, alongside the hardware announcements.
iPhone Ultra: Apple's first foldable smartphone
The headline product, according to authoritative analysts, will be Apple's first-ever foldable smartphone, already dubbed the iPhone Ultra. The device is expected to feature a 5.5-inch outer display and a 7.8-inch flexible inner screen — a size that brings it close to an iPad mini. According to Mark Gurman of Bloomberg, the smartphone is equipped with a sturdy hinge and an adapted tablet-style interface. Among the key drawbacks of the upcoming device, analysts point to the possible absence of a telephoto lens, which will disappoint fans of the Pro lineup, as well as a high price: the starting price is expected to be from $2,000.
iPhone 18 Pro and Pro Max: a sky-blue accent
In addition to the foldable flagship, the keynote is expected to debut the iPhone 18 Pro and iPhone 18 Pro Max lineup. Hints in the promotional materials suggest that the top-tier models may receive a new sky-blue body color, which will be a noticeable visual distinction from previous generations.
Release-split strategy: base iPhone 18 only in spring 2027
An important strategic decision by Apple has been to split the news: the base iPhone 18 will not be available in September. The more affordable models — including the base iPhone 18, the second-generation iPhone Air, and the budget iPhone 18e — have been moved to spring 2027. Thus, the autumn 2026 release is focused on the flagship and foldable segments.
Watches and computers: Apple Watch Series 12, Ultra 4, and new Macs
The traditional update will also cover the smartwatch lineup: the debut of Apple Watch Series 12 and the rugged Apple Watch Ultra 4 is expected. The SE 3 version will not be updated this year, as it received a major upgrade in 2025. In the computer lineup, the company had already shown new Mac mini and Mac Studio models based on the powerful M6 and M5 Ultra chips ahead of the event; they will go on sale from September 22.
Contradictory data
Some specifications of the foldable iPhone Ultra (screen diagonals, the absence of a telephoto lens, a price from $2,000) are based on analyst estimates and Bloomberg leaks, rather than on official Apple statements, which will only appear during today's keynote. The sky-blue color of the iPhone 18 Pro is also currently confirmed only by hints in the promotional materials. In addition, some outlets mention other new products in their previews (for example, headphones with cameras) that do not appear in the main specification roundup, so the exact list of announcements may vary depending on the source right up until the start of the broadcast.
