Apple’s “Surprise and Shine” event on September 9, 2026 marks a turning point for the company: new CEO John Ternus takes the stage for the first time, and the iPhone is set for its biggest redesign in nearly a decade with the expected debut of a foldable model. Alongside the foldable iPhone, Apple is widely anticipated to announce the iPhone 18 Pro and iPhone 18 Pro Max, a refreshed Apple Watch lineup including Series 12 and Ultra 4, and updated AirPods, all under the spotlight of Ternus’s leadership.6abc+3
A new era begins with Ternus
John Ternus, who officially became Apple’s CEO on September 1, 2026, inherits a company at a strategic inflection point, facing intensifying competition in AI and smartphones. His first keynote is being viewed as both a product launch and a leadership test, with analysts watching closely to see how he positions Apple’s hardware roadmap and AI ambitions. The event’s “Surprise and Shine” branding hints at a packed agenda, but the foldable iPhone is the clear headliner, symbolizing Apple’s willingness to rethink the iPhone’s form factor for the first time since the original launch.6abc+3
Foldable iPhone: design, price, and positioning
Multiple reports indicate Apple will unveil a book-style foldable iPhone, rumored to carry names such as iPhone Duo or iPhone Ultra. The device is expected to open like a passport, effectively doubling screen size when unfolded and marking the most significant iPhone design shift since 2017. Pricing is a major talking point: entry-level configurations are expected to start around $2,000, with high-storage variants potentially approaching $3,000, setting a new ceiling for Apple handsets.nytimes+2
This premium positioning places the foldable iPhone above the existing Pro Max tier and targets early adopters and power users rather than the mass market. The move also signals Apple’s confidence that a foldable can coexist with its traditional slab iPhones, at least initially, while it refines durability, software experiences, and developer support for larger, flexible displays.techxplore+1
iPhone 18 Pro and Pro Max: camera, chip, and battery upgrades
Even with the foldable grabbing attention, the iPhone 18 Pro and iPhone 18 Pro Max are expected to deliver substantial iterative upgrades. Reports point to a new A20 Pro chip, improved camera systems with larger sensors and advanced computational photography, and refinements to the Dynamic Island. The Pro Max is rumored to feature a larger battery and possibly an exclusive camera capability, reinforcing its status as the performance and endurance flagship in the non-foldable lineup.livemint+1
These updates are designed to keep Apple competitive against high-end Android flagships while providing a clear upgrade path for users not ready to adopt a foldable. Color options, materials, and storage tiers are also expected to be refreshed, with the usual emphasis on Pro-focused features such as ProRAW, ProRes video, and enhanced low-light performance.livemint+1
Apple Watch Series 12, Ultra 4, and wearables refresh
Apple’s wearables are also in focus, with the Apple Watch Series 12 and Apple Watch Ultra 4 widely expected to debut. The Series 12 is rumored to include an upgraded S-class chip, new health sensors, and possibly a ceramic case option, continuing Apple’s push into advanced health monitoring. The Ultra 4 is anticipated to build on the rugged design language with improved battery life, brighter display, and enhanced connectivity for outdoor and adventure users.gizmodo+2
Alongside watches, updated AirPods—often referred to as AirPods 5 in rumors—are expected, potentially featuring better audio quality, improved active noise cancellation, and tighter integration with Apple’s AI-enhanced Siri. These accessories reinforce Apple’s ecosystem strategy, where hardware, software, and services work together to increase user retention and average revenue per user.zdnet+2
Software: iOS 27, iPadOS 27, and AI-driven Siri overhaul
Hardware announcements will be complemented by the final release of Apple’s 2026 software suite, including iOS 27, iPadOS 27, watchOS 27, macOS 27, and tvOS 27. The headline software story is expected to be a major Siri overhaul powered by more advanced on-device and cloud-based AI, enabling richer contextual understanding, multi-step task automation, and deeper app integration. This AI push is critical for Ternus, as it addresses one of the most visible gaps between Apple and rivals in generative AI features.qz+1
How to watch and what comes next
The “Surprise and Shine” keynote streams live from Apple Park at 10 a.m. PT / 1 p.m. ET, with global audiences able to watch via Apple’s website, Apple TV app, and other official channels. Following the event, the Apple Store is expected to go live with pre-orders for new devices, with shipments beginning in the coming weeks.forbes
For investors and industry watchers, the event is as much about Ternus’s vision as it is about gadgets: can Apple’s new CEO deliver a compelling foldable strategy, accelerate AI features, and sustain iPhone momentum? The answers will start to emerge in the coming days as reviews, pricing, and carrier deals roll out.
