Apple has confirmed the date for its next big launch: Wednesday, September 9. The keynote kicks off at 10 a.m. PT (6 p.m. BST) and streams live at apple.com and via the Apple TV app, from the Steve Jobs Theater at Apple Park.
Surprise and shine
The tagline this year is “Surprise and shine” – invites went out to press and to iCloud users signed up for Apple announcements, and the usual cryptic teaser page is now live. It’s also a milestone event: the first product launch under new CEO John Ternus, who takes over from Tim Cook on September 1.
What to expect
The headline act is likely to be Apple’s first folding iPhone, rumored to land as the iPhone Ultra, alongside the iPhone 18 Pro and Pro Max. Also expected: Apple Watch Series 12 and a fourth-generation Apple Watch Ultra, with AirPods 5 a possibility too. One thing missing this time – a standard iPhone 18. Apple’s reportedly splitting its iPhone launches going forward, so that model (plus a second-gen iPhone Air) isn’t due until spring 2027.
Pre-orders pushed back
Pre-orders usually open the Friday after the keynote, but that’s September 11 this year – the 25th anniversary of 9/11 – so Apple’s expected to hold off until Saturday, September 12. Rumor has it pre-orders will open at midnight PT rather than the usual 5 a.m. It’s happened before: the iPhone 6s pre-orders shifted to a Saturday for the same reason back in 2015.
How to watch
As ever, it’ll be a slick pre-recorded stream rather than a live stage show, available at apple.com/apple-events and on the Apple TV app. We’ll have the full roundup here the moment it wraps.
