Apple is holding its biggest iPhone launch event in years, and the company is promising surprises. The “Surprise and Shine” event takes place today, Sept. 9, at Apple Park, with the keynote kicking off at 10 a.m. PT. Mashable is reporting live from the venue all week, running a live blog with real-time updates and behind-the-scenes videos. CNET is hosting a livestream of the event with post-show analysis.
The event marks a turning point for Apple. New CEO John Ternus will deliver his first keynote in the post-Tim Cook era. The company is widely expected to unveil its first-ever foldable iPhone. And Siri AI, an update Apple first promised over two years ago, is set for its grand debut.
John Ternus Takes Center Stage
John Ternus takes center stage today as Apple’s top boss. He succeeds Tim Cook. This is the first Apple event under Ternus, and it is a moment years in the making.
The Sept. 9 keynote will be the first Apple event to take place under Ternus. Apple has not said what he will change. The company typically keeps its plans close to the chest.
But the event’s “Surprise and Shine” tagline suggests Apple wants to make a statement. This is his first major public test as CEO.
The Foldable iPhone Is Finally Coming
The biggest rumor is the foldable iPhone. That changes today, according to leaks and reports.
The device is expected to be called the iPhone Ultra. It would be Apple’s first foldable, and it is the headline act of the event. Months of leaks point to the device.
Apple has never confirmed the device. But the rumor mill has been consistent. The foldable iPhone Ultra is the headline act, and today could be the day it becomes real.
The iPhone 18 Lineup
Apple is expected to reveal the iPhone 18 family today. The lineup includes the iPhone 18 Pro and the iPhone 18 Pro Max. The base iPhone 18 may also appear, but its release could be delayed.
Rumor has it that the base iPhone 18 may not be released until March 2027. That would be a significant change from Apple’s usual September launch schedule. The Pro models are expected to follow the standard timeline.
For reference, the iPhone 17 was announced on Sept. 9 and released on Sept. 19 in 2025. Apple typically announces new iPhones at a September event and releases them later that month. A similar timeline is expected for the iPhone 18 Pro, Pro Max, and the foldable iPhone.
Apple has not confirmed a release date for any of the new devices. The company usually keeps release details close to the announcement, so we may not know exact dates until the event wraps.
The iPhone 18 Pro and Pro Max are expected to be the workhorses of the lineup. They will likely carry the bulk of Apple’s sales for the next year. The base iPhone 18, if delayed, would be a notable departure from the usual pattern.
Siri AI Takes the Stage
Siri AI is the other major debut today. Apple first promised the update over two years ago. The September event sets the stage for its public launch.
The new Siri is expected to be a major upgrade. Apple has been quiet on details, but the event should provide a full picture.
The update could change how users interact with their devices. iOS 27 is also expected to be announced today.
The timing matters. The keynote will show what Apple has been building.
New AirPods and Apple Watch Models
The event is not just about the iPhone. Apple is expected to announce new AirPods and Apple Watch models as well.
The AirPods Ultra are rumored to be on the way. Details are thin.
The Apple Watch Series 12 is also expected. A new Apple Watch SE and an Ultra model may be announced as well. Apple has not confirmed which Watch models will appear.
New Apple HomePod devices are also rumored. The smart speaker line has been quiet for a while, but Apple may be ready to refresh it.
In total, the latest rumors point to six or seven new devices. The list includes the iPhone 18 Pro, the iPhone 18 Pro Max, the foldable iPhone Ultra, AirPods Ultra, the Apple Watch Series 12, and Apple HomePod devices.
That is a packed lineup for a single event. The sheer number of products expected suggests Apple wants to make a statement.
How to Watch the Event
The event starts at 10 a.m. PT today. You can watch it live on Apple’s website, YouTube, and Apple TV. Apple typically streams its keynotes on all three platforms.
CNET is hosting a livestream with post-show analysis. Mashable is reporting from Apple Park, sharing real-time updates, behind-the-scenes videos, and product announcements in its live blog.
For those who cannot watch live, the live blog will serve as a running record of the day’s news. CNET’s coverage will continue after the keynote ends, with analysis of what was announced and what it means for Apple’s future.
What Apple Has Confirmed
Apple has confirmed that we will see the newest generation of iPhones. That is the only official confirmation so far. Everything else is based on leaks and rumors.
The company has not confirmed the foldable iPhone. It has not confirmed Siri AI’s launch date. It has not confirmed new AirPods, Apple Watches, or HomePod devices.
That means some of today’s announcements could be surprises. Apple’s “Surprise and Shine” tagline suggests the company wants to deliver something unexpected. The rumor mill has been accurate before, but it has also been wrong.
The gap between rumor and reality is worth keeping in mind. Leaks have been reliable in recent years, but Apple has a history of holding back details until the last moment. Today’s event will separate fact from speculation.
The Stakes for Apple
This event is years in the making. Siri AI was promised over two years ago. The company needs a strong showing.
The iPhone is Apple’s most important product. A successful launch can drive sales for the next year. A disappointing one can hurt the brand.
“It’s an event years in the making.”
Ternus is also under scrutiny. His first keynote will set the tone for his tenure.
The competition is also heating up. Apple’s rivals are not standing still.
The event’s outcome will shape Apple’s near future. The foldable iPhone, if real, could open a new product category for the company. Siri AI could redefine how users interact with their devices. And Ternus’s performance will set the tone for his tenure.
What to Expect Next
The event will set the stage for the rest of the year. New iPhones typically go on sale later in September. The foldable iPhone may follow a different timeline.
The base iPhone 18 could be delayed until March 2027. That would be a major shift. Apple has not commented on the rumor.
Siri AI’s public launch is expected to be a major moment. The update has been promised for years. Apple needs to deliver.
The new AirPods and Apple Watch models will round out the lineup. They may not get the same attention as the iPhone, but they are important products for Apple.
Today’s event will answer many questions. But it will also raise new ones. Apple is entering a new era, and today is the first step.
The keynote starts at 10 a.m. PT. The live blog will have updates throughout the day. The post-show analysis will dig into what Apple announced and what it means.
This is the biggest Apple event in years. The foldable iPhone, Siri AI, and a new CEO all in one day. It is a lot to take in.
We will know soon enough whether Apple delivered.
Source: mashable.com
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