Apple's 'Surprise and Shine' event is September 9 — iPhone Ultra expected
Apple has locked in September 9 for its annual fall event, and the lineup is shaping up to be the most expensive in the company's history.
The event, officially titled "Surprise and Shine," starts at 7:00 PM CEST (1:00 PM ET / 10:00 AM PT). It marks the first major keynote under new CEO John Ternus, who took over from Tim Cook on September 1, per the Apple newsroom.
Apple's 'Surprise and Shine' event takes place September 9, 2026.
The lineup
Apple is expected to announce the iPhone 18 Pro and Pro Max alongside the long-rumored foldable iPhone Ultra. Watch Series 12 and two models of AirPods 5 round out the slate — though the AirPods variant with a built-in camera has been pushed to 2027. No standard iPhone 18 is expected in September; that model has reportedly slipped to spring 2027, making this a pure premium launch.
The price problem
The iPhone Ultra is the headline act, but cost may be its biggest hurdle. Analysts peg the starting price somewhere between $2,000 and $2,500, according to TechRepublic — putting it well above any iPhone Apple has sold before and in direct competition with Samsung's Galaxy Z Fold series. Supply is described as "extremely limited" at launch, with a novel hinge and display design straining production capacity.
The iPhone 18 Pro isn't cheap either. Memory shortages are pushing its price roughly 18% higher than the iPhone 17 Pro, landing at around $1,299, reports AppleInsider. Both models are expected to run Apple's new A20 Pro chip.
What to expect after the event
Pre-orders for the iPhone 18 Pro are expected to open September 11–12, with retail availability on September 18. iPhone Ultra's retail timeline is less certain — supply constraints could push broad availability into Q4 2026 or later. If you're not set on the foldable, the Pro and Pro Max will almost certainly be easier to get on day one.
