Apple held its "Surprise and shine" launch event on 9 September, expected to introduce the first phones in its iPhone 18 range, including a rumoured foldable device dubbed the "iPhone Duo". The event carried added significance as the first major product launch overseen by John Ternus, who became Apple's chief executive on 1 September after succeeding Tim Cook, making it an early test of the company's new leadership.

Ternus, formerly Apple's head of hardware engineering, had already flagged upcoming hardware releases in his first staff memo as chief executive, fuelling expectations for a strong opening announcement under his tenure. Beyond the new iPhones, the event was also tipped to feature updated Apple Watches and AirPods, with speculation about possible additional surprises such as a refreshed Apple TV or new smart home products.