Everything Apple Announced at the September 2026 Event - MacRumors
Skip to Content

Everything Apple Announced at the September 2026 Event

by

Apple's "Surprise and Shine" event took place today, and the company introduced the iPhone 18 Pro and Pro Max, the new foldable iPhone Duo, new Apple Watch models, and AirPods 5. It took Apple over an hour to announce everything, but we have an 11-minute recap for those who want a quick but detailed overview of everything.

Subscribe to the MacRumors YouTube channel for more videos.

Our full event coverage is below with more information on all of today's announcements.

iPhone Duo

iPhone 18 Pro and Pro Max

Apple Watch Series 12 and Ultra 4

AirPods 5

Software

Other News

The Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5 are available for pre-order today. Pre-orders for the ‌iPhone 18 Pro‌ and ‌iPhone 18 Pro‌ Max will begin on Saturday, September 12 at 5:00 a.m. Pacific Time. The new devices will launch on September 18.

Pre-orders for the iPhone Duo will start on October 16, with a launch to follow on October 23.

Tag: September 2026 Apple Event

Popular Stories

Surprise and Shine Feature

Apple Event Announced for September 9: 'Surprise and Shine'

Wednesday August 26, 2026 9:02 am PDT by
Apple plans to hold its annual iPhone-centric event on Wednesday, September 9 at the Apple Park campus in Cupertino, California. The event will begin at 10:00 a.m. Pacific Time, with select members of the media invited to attend. Subscribe to the MacRumors YouTube channel for more videos. The September 2026 iPhone event will see Apple announce the iPhone 18 Pro, the iPhone 18 Pro Max, and the ...
Read Full Article • 140 comments
Apple Surprise Shine

iPhone 18 Pro Event Could Hit Apple Shares, KeyBanc Warns

Monday September 7, 2026 7:33 am PDT by
Apple's September 9 iPhone announcement event could become a negative catalyst for the stock, KeyBanc Capital Markets warns. In a research note seen by Investing.com, KeyBanc said the event could motivate investors to weigh pricing decisions against the impact of higher costs on demand and margins. KeyBanc added that Apple faces a choice to either raise prices broadly to offset gross...
Read Full Article • 62 comments
Surprise and Shine Feature

Apple's iPhone Event Tagline is Different in Every Country

Wednesday August 26, 2026 4:41 pm PDT by
Apple today announced it will hold its annual iPhone-centric event on Wednesday, September 9 at 10 a.m. Pacific Time. In the U.S. and several other countries, Apple used "Surprise and Shine" as its tagline for the event, but in other countries, the tagline isn't a literal translation. Here are the different taglines Apple is using on its regional websites. U.S., UK, NZ, Australia,...
Read Full Article • 85 comments

Top Rated Comments

W
Warped9
1 hour ago at 06:28 pm
Now that the phones and watch are out of the way I want to know which Macs and other stuff are coming this fall.
Score: 3 Votes (Like | Disagree)
Carrspasty Avatar
Carrspasty
37 minutes ago at 07:09 pm
All very underwhelming with improvements most will never use and has the Tim Cook lazy theme all over it. What about Apple TV and HomePod have they now been abandoned ?
Score: 2 Votes (Like | Disagree)
C
cbsnbiker
32 minutes ago at 07:14 pm
I want to give someone an Apple TV. I hoped that the new one would be released today. Oh well. I'll wait.
Score: 1 Votes (Like | Disagree)
LionTeeth Avatar
LionTeeth
50 minutes ago at 06:56 pm
I'm semi in the market for a new Apple Watch but holy I do not really like the color finish options this year. Or the ocean bands. Will wait to see some reviews. In my opinion they need to have not made it wider and instead made it taller. Rectangular is ok, squarish is not.
Score: 1 Votes (Like | Disagree)
G
GrumpyOldGuy52
56 minutes ago at 06:50 pm

Now that the phones and watch are out of the way I want to know which Macs and other stuff are coming this fall.
The home stuff in particular (though I doubt I'll buy it, the home hub is the thing that has my interest piqued the most out of all the rumors from the past year or so). That's the category I have a more keen interest in (the phone and the computer are "meh" for me anymore).
Score: 1 Votes (Like | Disagree)
Read All Comments