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Apple 'Surprise and Shine' Event Set for September 9; iPhone 18 Series, Apple Watch Series 12 Expected

Apple 'Surprise and Shine' Event Set for September 9; iPhone 18 Series, Apple Watch Series 12 Expected

The Apple event will be held at the Steve Jobs Theatre in Apple Park, Cupertino, California.

Written by Shaurya Tomer, Edited by Ketan Pratap | Updated: 26 August 2026 22:59 IST

Apple 'Surprise and Shine' Event Set for September 9; iPhone 18 Series, Apple Watch Series 12 Expected

Photo Credit: Apple

Apple's upcoming event carries the tagline 'Surprise and shine'

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Highlights

Apple event is confirmed to be held on September 9 in the US
The company is expected to launch iPhone 18 series, Watch Series 12
John Ternus will take over as Apple's new CEO starting next month

Following weeks of speculation, Apple on Wednesday finally dropped the date of its upcoming hardware launch event. The showcase, which carries the tagline ‘Surprise and Shine', is all set to kick off in the second week of September. While the Cupertino-based tech giant remains tight-lipped on the upcoming announcements, the rumour mill has pointed towards an annual iPhone refresh, with the iPhone 18 Pro and iPhone 18 Pro Max models being introduced. However, that is not all; several more products across various categories are also anticipated.

In an invite posted across social media platforms, Apple revealed that its annual September launch event will take place on September 9. Similar to previous years, it will be held at the Steve Jobs Theatre in Apple Park, Cupertino, California. The event is scheduled to begin at 10am PT, which is 10:30pm IST in India.

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A major change this year could be in terms of how the showcase takes place. Since the COVID-19 pandemic, most of Apple's hardware launch events have involved a pre-recorded stream, which is then televised even to the attendees at Apple Park. Reports, however, suggest that the tech giant may finally transition back to a completely in-person format where Apple officials announce the products in real time.

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However, those watching from home will still be able to watch the Apple event live on Apple's website and its YouTube channel. The event is also expected to be livestreamed on the Apple TV app, available on Apple and Android devices.

In addition to the event format, the upcoming event will mark a significant leadership transition at Apple.

The company previously announced that Tim Cook will step down as Chief Executive Officer (CEO) later this year. The responsibility of filling the void left by the Apple veteran will fall onto John Ternus, Senior Vice President of Hardware Engineering, who is confirmed to take over as Apple CEO starting September 1, 2026.

Apple did say that Cook will remain actively involved in the company in his new role as the Executive Chairman of the Board of Directors, particularly in areas such as engagement with global policymakers.

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Further reading: apple event, Apple Event 2026, Apple Surprise and Shine event, iPhone 18, iPhone 18 Pro, iPhone 18 Pro Max, iPhone Ultra, Apple

Shaurya Tomer

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Shaurya Tomer is a Sub Editor at Gadgets 360 with 2 years of experience across a diverse spectrum of topics. With a particular focus on smartphones, gadgets and the ever-evolving landscape of artificial intelligence (AI), he often likes to explore the industry's intricacies and innovations – whether dissecting the latest smartphone release or exploring the ethical implications of AI advancements. In his free time, he often embarks on impromptu road trips to unwind, recharge, and ...More