CUPERTINO: Apple is set to host its annual fall product launch event on Wednesday, September 9, 2026, at Apple Park in Cupertino, California, with the company expected to unveil several major new products.
The event, titled “Surprise and Shine,” is scheduled to begin at 10:00 a.m. Pacific Time (1:00 p.m. Eastern Time).
The keynote is also expected to mark the first major Apple product presentation led by new CEO John Ternus, who succeeded Tim Cook last week.
Where to watch Apple’s 2026 event
Apple is making the event available to viewers through several official platforms.
The keynote can be streamed through the Apple Events website, Apple’s official YouTube channel and the Apple TV app on supported devices.
The event is expected to attract significant attention as Apple prepares to introduce its latest generation of hardware and potentially announce products that could reshape several of its major product categories.
Apple event timings around the world
For viewers in North America, the event begins at 11:00 a.m. Mountain Time, 12:00 noon Central Time and 1:00 p.m. Eastern Time. Viewers in Alaska can watch at 9:00 a.m., while the event starts at 7:00 a.m. in Hawaii.
In Europe, the keynote begins at 6:00 p.m. BST in London and 7:00 p.m. local time in Berlin and Paris. Viewers in Finland and Turkey can watch at 8:00 p.m. EEST.
For audiences in the Middle East and South Asia, the event is scheduled for 9:00 p.m. in Dubai, 10:00 p.m. in Pakistan and 10:30 p.m. in India.
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In Indonesia, the event begins at midnight, while viewers in China, Hong Kong and Singapore can watch from 1:00 a.m. on September 10.
The keynote starts at 2:00 a.m. in South Korea and Japan, 3:00 a.m. in Sydney, Australia, and 5:00 a.m. in New Zealand.
What Apple is expected to unveil
One of the biggest expected announcements is Apple’s first foldable iPhone. Reports and speculation have suggested that the device could be marketed under names such as iPhone Ultra or iPhone Duo, although Apple has not officially confirmed either name.
The company is also expected to introduce the iPhone 18 Pro and iPhone 18 Pro Max as part of its next-generation flagship smartphone lineup.
Beyond the iPhone, Apple is reportedly preparing several other products for the event, including the Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5.
There has also been speculation about a new MacBook Ultra powered by Apple’s M6 chips, although details about such a product remain unconfirmed.
With several major launches reportedly in the pipeline, Apple’s 2026 fall event is expected to be closely watched by consumers, investors and the wider technology industry.
