Apple is all set to host one of its most closely watched product launches of the year today, September 9, 2026. The company’s latest event, titled “Surprise and Shine,” is expected to bring major changes to the iPhone lineup, including the highly anticipated iPhone 18 Pro, iPhone 18 Pro Max and Apple’s first foldable iPhone.
For Apple fans in India, the event will begin at 10:30 PM IST. Apple has officially confirmed the timing on its Events page, while the keynote will take place at Apple Park in Cupertino, California.
The event is particularly significant because it is expected to be the first major Apple keynote under new CEO John Ternus, who took over as the company’s chief executive earlier this month.
Unlike previous iPhone launches, Apple is also expected to focus heavily on its premium models this year. Reports suggest that the standard iPhone 18 may not be unveiled alongside the Pro models, with Apple potentially moving the regular version to a later launch window.
The biggest attraction, however, could be a completely new product category for Apple.
How to Watch the iPhone 18 Launch in India
Indian viewers can watch Apple’s September 9 event live from 10:30 PM IST.
The keynote will be available through Apple’s official website and the Apple TV app. Apple is also expected to stream the event through its official YouTube channel, making it accessible to users on Android phones, Windows PCs, smart TVs and other devices.
The event starts at 10:00 AM Pacific Time in the US, which corresponds to 10:30 PM in India.
Apple’s official Events page has already confirmed the September 9 date and 10:30 PM IST start time.
For users who want to watch the event on a television, the Apple TV app provides another official viewing option.
iPhone 18 Pro and iPhone 18 Pro Max Expected to Lead the Launch
The iPhone 18 Pro and iPhone 18 Pro Max are expected to be the main smartphones unveiled during the event.
Apple is reportedly preparing several design and hardware changes for the Pro lineup, although many of the specifications circulating before the launch remain based on leaks and industry reports rather than official information.
The iPhone 18 Pro Max is expected to retain a large 6.9-inch display and could receive a larger battery compared with its predecessor.
Reports have suggested a battery capacity of around 5,567mAh for the Pro Max, compared with approximately 5,088mAh in the previous generation.
The phone is also expected to use Apple’s next-generation A20 Pro chip, which is reportedly based on a 2nm manufacturing process.
The move to a newer chip manufacturing process could improve performance and power efficiency, although Apple’s official announcement will provide the definitive specifications.
Another potentially major upgrade could come to the camera system.
Reports have suggested that Apple may introduce a variable-aperture main camera, potentially giving users greater control over light entering the lens and improving photography in different conditions.
However, it remains unclear whether the variable-aperture camera will be available on both Pro models or reserved for the Pro Max.
Apple’s First Foldable iPhone Could Steal the Show
While the iPhone 18 Pro models are expected to attract enormous attention, Apple’s first foldable iPhone could ultimately become the biggest announcement of the evening.
The device has been rumoured for years and is widely expected to use a book-style folding design.
Reports suggest that the internal display could measure around 7.8 inches when fully opened, while the external screen could be approximately 5.4 to 5.5 inches.
The device has frequently been referred to as the iPhone Ultra, although Apple has not officially confirmed that name.
If Apple uses the Ultra branding, it would represent a major expansion of the company’s premium iPhone strategy.
The foldable is also expected to carry a premium price. Some reports have placed its expected price around the $2,000 mark, although the final US and Indian prices will only be known after Apple officially announces the device.
Apple’s entry into the foldable market would be significant because competitors including Samsung, Google and Motorola have already released multiple generations of foldable smartphones.
Apple has so far avoided entering the category, apparently waiting for the technology and market to mature.
The company’s approach could therefore have a major impact on the premium foldable smartphone segment if the product is finally unveiled.
The Standard iPhone 18 May Not Launch Today
One of the biggest changes to Apple’s traditional iPhone strategy could be the separation of its product launches.
Instead of releasing the standard iPhone 18 alongside the Pro models, Apple may limit today’s announcement to premium devices.
Reports suggest that the regular iPhone 18 could arrive in 2027, potentially alongside other lower-priced or mid-range models.
The change could be connected to manufacturing constraints, component costs and the ongoing memory-chip supply situation.
It would also allow Apple to give maximum attention to its most expensive products during the September launch.
For consumers waiting for the standard iPhone 18, that could mean a considerably longer wait.
New Apple Watch Models Could Also Arrive
The iPhone is unlikely to be the only major product category featured during the event.
Apple is also expected to introduce new smartwatch models, including the Apple Watch Series 12 and a new Apple Watch Ultra generation.
The company could announce additional improvements to health tracking, performance and battery life, although the exact specifications remain subject to Apple’s official announcement.
New AirPods models are also possible.
Reports have suggested that Apple could introduce AirPods 5 during the event, while other more advanced audio products could arrive later.
There has also been speculation about AirPods with cameras designed to provide visual information to Apple’s AI systems, but those products may not be ready for today’s event.
John Ternus’ First Major Apple Event as CEO
This year’s event carries additional significance because it marks the first major Apple product keynote under John Ternus.
Ternus became Apple’s CEO on September 1 after succeeding Tim Cook.
His first major iPhone launch therefore comes at a particularly important moment for the company.
The iPhone remains Apple’s most important product category, while the introduction of a foldable device could potentially open an entirely new market for the company.
The September event could therefore provide an early indication of how Ternus intends to lead Apple and position its hardware business.
Could Apple Return to a More Traditional Live Presentation?
Another interesting aspect of this year’s event is the possibility of a return to a more traditional live presentation format.
Apple has relied heavily on prerecorded product presentations since the pandemic, although the company has continued holding physical events for media and employees.
Reports suggest that Apple could bring back a more conventional live keynote format for this year’s iPhone launch.
Regardless of the format, the event will be streamed globally, allowing viewers to follow the announcements in real time.
When Will iPhone 18 Pro Pre-Orders Begin?
The expected launch schedule does not end with today’s announcement.
Reports suggest that Apple could open pre-orders for the iPhone 18 Pro and iPhone 18 Pro Max on September 12, followed by retail availability around September 18.
The unusual Saturday pre-order date is reportedly linked to Apple’s decision to avoid September 11, the 25th anniversary of the September 11 attacks.
These dates have not been fully confirmed by Apple and should therefore be treated as reported expectations rather than guaranteed launch dates.
iPhone 18 Pro Price Could Be Another Big Surprise
Pricing will be one of the biggest questions during the event.
The new iPhone generation is reportedly facing higher component and memory costs, which could put pressure on Apple’s pricing strategy.
The possible introduction of a foldable model is also expected to push the upper end of Apple’s smartphone portfolio to a new price level.
The iPhone Ultra, if launched, could become Apple’s most expensive smartphone yet.
However, consumers should wait for Apple’s official announcement before relying on leaked prices, particularly for the Indian market.
Apple’s Indian pricing can differ significantly from US pricing because of taxes, import costs, currency movements and other market-specific factors.
What Makes This iPhone Launch Different?
The 2026 iPhone launch could become one of Apple’s most important in years because the company appears ready to make several changes at once.
There is a new CEO, a potentially new launch strategy, a new generation of Pro iPhones and possibly the company’s first foldable smartphone.
At the same time, Apple could be preparing to delay the standard iPhone 18, giving its premium products a much greater share of attention.
That would make today’s event considerably different from the typical September iPhone launch.
The foldable iPhone could be especially important.
Apple has historically entered new product categories later than some competitors but attempted to redefine them through its hardware, software and ecosystem integration.
If the company’s first foldable can address the durability, thickness, battery and software challenges associated with foldable phones, it could become a major competitor in a market that remains relatively small compared with conventional smartphones.
iPhone 18 Event: The Key Details
For Indian Apple fans, the most important information is simple.
The Apple “Surprise and Shine” event will take place on September 9, 2026, at 10:30 PM IST.
The event will be streamed through Apple’s official website and Apple TV app, with the company’s YouTube channel also expected to carry the livestream.
The iPhone 18 Pro and iPhone 18 Pro Max are expected to headline the smartphone announcements.
But the product most likely to dominate headlines could be Apple’s first foldable iPhone, potentially called the iPhone Ultra.
New Apple Watch and AirPods models could also be announced.
The standard iPhone 18, meanwhile, may be held back until 2027.
For Apple, this is more than another annual iPhone upgrade.
It is the company’s first major product showcase under John Ternus, and potentially the moment Apple finally enters the foldable smartphone market.
With the event only hours away, all the major leaks and rumours are about to face their biggest test.
By the end of the night, Apple will finally reveal which of the highly anticipated iPhone 18 features are real—and which ones were simply speculation.
