Apple holds its “Surprise and shine” event on Wednesday, September 9 at 10 a.m. Pacific, streamed via Apple.com, the Apple TV app, and Apple’s YouTube channel. The date is one day later than Apple’s usual fall schedule because of the Labor Day holiday. Multiple outlets cite teasers from Apple leadership, including CEO John Ternus and marketing chief Greg Joswiak, ahead of what is described as a major launch.

The strongest expectations center on iPhone 18 Pro and iPhone 18 Pro Max updates, with rumors pointing to a new A20 Pro chip and a variable-aperture camera on at least one model. Several outlets also report Apple’s first foldable iPhone—often referred to as the iPhone Ultra—alongside Apple Watch Series 12 and Apple Watch Ultra 4, plus possible AirPods 5 announcements. MacRumors and Macworld both point to AirPods 5 as a potential September item, though details vary on models and capabilities.

Outlets also provide differing scope and timing. One report suggests Apple focuses on Pro-model iPhones and skips the regular iPhone 18 lineup, with some other devices potentially arriving later. Another outlet reports a possible one-day shift in iPhone 18 Pro pre-order timing to September 12 instead of the usual Friday slot, tied to a US remembrance day. In parallel, some non-event products are discussed as likely October additions, such as an iPad mini with an OLED display.