Apple's September 2026 Event: What to Expect and How to Tune In
Apple will livestream its September event on September 9 at 10 am Pacific. The company is expected to announce a folding iPhone, new Pro models, and possibly new AirPods. This is the first event under new CEO John Ternus.
The event marks a leadership transition, as John Ternus presides over his first major launch following Tim Cook's exit. Apple will stream the presentation across multiple platforms, including its TV app and YouTube, but will stick to its post-pandemic format of pre-recorded videos rather than live on-stage presentations. WIRED will provide live coverage and a post-event summary.
Beyond the flagship foldable and Pro iPhones, the company's release timeline appears staggered. The standard iPhone 18 is reportedly delayed to spring 2027 due to memory shortages and higher production costs, alongside a new leasing program. Pre-orders for this week's devices are slated for September 12, one day later than usual, to observe the anniversary of 9/11. Software updates like iOS 27 are expected the following week.
The shift toward ultra-premium devices, like a $2,000 foldable, could further stratify the smartphone market, potentially pricing out average consumers while appealing to early adopters. The new CEO's debut may signal a strategic pivot toward higher-margin products and subscription models, which could alter how people finance their gadgets. Additionally, the delayed base model might create a temporary gap in the mid-range market, affecting competitors and consumer upgrade cycles.