Apple is set to hold its "Surprise and shine" launch event on 9 September, led for the first time by new chief executive John Ternus, with the iPhone Ultra – rumoured to be the company's first foldable phone – expected to be the headline reveal. The event marks a notable moment for Apple, coming just over a week after Tim Cook moved into the role of executive chairman, and follows a summer that already saw new AI-focused Mac mini and Mac Studio desktops announced.

The event begins at 1pm ET (10am PT) and can be watched via the Apple TV app, Apple's website or its YouTube channel. Alongside the iPhone Ultra, which is rumoured to feature a 5.5-inch outer display and a 7.8-inch inner display but no telephoto lens and a price near $2,000, Apple is also expected to unveil the iPhone 18 Pro and Pro Max, plus updated Apple Watch Series 12 and Ultra 4 models. The standard iPhone 18, along with a second-generation iPhone Air and the iPhone 18e, are reportedly being held back for a spring 2027 announcement.