Apple's Surprise and Shine Event: iPhone 18 Pro, First Foldable Ultra Debut September 9 Under New CEO

The wait is almost over. With Apple's highly anticipated fall hardware event now just five days away, the tech world is buzzing about what could be one of the most significant iPhone launches in years. Titled "Surprise and Shine," the keynote on Wednesday, September 9, 2026, at 10 a.m. PT from the Steve Jobs Theater will mark the first major appearance by new CEO John Ternus, who took over from Tim Cook on September 1. Instead of the usual full iPhone family drop, Apple is expected to focus on its premium iPhone 18 Pro and iPhone 18 Pro Max models alongside its long-rumored first foldable smartphone, informally known as the iPhone Ultra. This split-launch approach leaves the standard iPhone 18 for next spring, reshaping how millions of users will upgrade this year.

This isn't just another incremental refresh. Combined with rumored camera breakthroughs, a new 2nm chip, and Apple's entry into the foldable market after years of watching Android competitors, the event promises to set the tone for Apple's hardware future. Here's everything we know heading into next week's livestream.

The September 9 Event: Surprise and Shine Under New Leadership

Apple officially sent out invitations in late August for the "Surprise and Shine" event, featuring an interactive glowing Apple logo. The keynote will stream live on Apple's website, YouTube, and the Apple TV app, starting at 10 a.m. PT (1 p.m. ET). Ternus, previously Apple's hardware engineering lead, is expected to take the stage for his debut as CEO, potentially signaling a new era of product innovation after years of refinement under Cook.

Unlike previous years, this event will skip the base iPhone 18, iPhone 18e, and next-gen iPhone Air. Instead, the spotlight falls on three high-end devices: the iPhone 18 Pro, iPhone 18 Pro Max, and the foldable iPhone Ultra. New Apple Watch models are also anticipated. Pre-orders for the announced iPhones are rumored to open Saturday, September 12, at midnight Pacific Time—shifted from the traditional Friday to avoid the 25th anniversary of 9/11 on September 11. Retail availability could follow around September 18, though supply constraints from memory shortages may lead to delays or sellouts.

iPhone 18 Pro and Pro Max: Incremental Yet Significant Upgrades

The iPhone 18 Pro models are expected to retain the familiar 6.3-inch and 6.9-inch Super Retina XDR displays of their predecessors but pack meaningful internal and camera improvements. A standout rumor is a smaller Dynamic Island, enabled by moving some Face ID components under the display for a more seamless look. Some reports even suggest under-display Face ID with the front camera shifted toward the top-left corner.

The camera system gets a major boost with a variable (or mechanical) aperture on the 48MP Fusion main camera, allowing finer control over light intake and depth of field—think more professional-style bokeh and low-light performance. This feature, detailed in a fresh Bloomberg report from Mark Gurman today, is confirmed for the Pro Max and possibly the smaller Pro. Other camera upgrades include a new three-layer stacked sensor from Samsung for better dynamic range and noise handling, plus a 24MP selfie camera.

Under the hood, both models will feature Apple's A20 Pro chip built on TSMC's 2nm process with Wafer-Level Multi-Chip Module technology for big gains in performance and efficiency. Expect 12GB of RAM across the board to power enhanced Apple Intelligence and an overhauled Siri in iOS 27, which includes on-screen awareness and personal context. Battery life should improve thanks to larger cells (up to 5,100–5,300 mAh on the Pro Max, potentially making it slightly thicker) and a second-generation vapor chamber for better cooling. Apple's in-house C2 modem is rumored, though Qualcomm may still handle mmWave in the U.S.

New colors like Light Blue, Dark Cherry, and Silver are leaking from dummy units, dropping black. A possible $100–$300 price hike due to 2nm chip and memory costs could push the Pro starting price to $1,299 or higher.

Meet the iPhone Ultra: Apple's Long-Awaited Foldable

Stealing the show will likely be Apple's first foldable iPhone, rumored to be called the iPhone Ultra. This book-style device (not a clamshell) features a compact 5.5-inch outer OLED display for phone use and unfolds to a 7.8-inch inner screen with a near-iPad mini 4:3 aspect ratio—almost crease-free thanks to advanced hinge tech. Unfolded, it could be just 4.5mm thick, making it Apple's thinnest phone ever.

It skips Face ID for a side-button Touch ID due to space constraints and uses dual 48MP rear cameras (main and ultrawide, no telephoto). Dual front cameras (one per display) handle selfies in both states. Powered by the same A20 Pro chip, 12GB RAM, and C2 modem, it includes a dual-cell battery around 4,883 mAh. Colors may include silver/white and dark blue. Pricing is expected to start at $2,000–$2,500, positioning it as Apple's most expensive iPhone. Limited initial production could mean long wait times.

A New Launch Strategy: Why No Standard iPhone 18 This Fall

Apple is breaking tradition by splitting the iPhone 18 family. Flagships drop in fall 2026, while the more affordable iPhone 18, iPhone 18e, and iPhone Air 2 arrive in spring 2027. This allows better segmentation: premium buyers get the hype in September, while budget-conscious users wait. It also helps manage supply chain issues like DRAM shortages and could boost average selling prices. The standard iPhone 18 is still expected to get the A20 chip, smaller Dynamic Island, C2 modem, and 9–12GB RAM, but possibly a downgraded display to keep costs down.

Pricing, Pre-Orders, and Buying Tips

Expect Pro models to start $200–$300 higher than last year amid component costs. The Ultra will be a luxury buy. If you're upgrading from an iPhone 16 or 17, the Pro's camera and AI features make a compelling case, but consider waiting for spring if you don't need the latest flagship—base models should offer solid value. Watch for memory-related shortages that could cause sellouts; pre-order immediately if you're set on one. To watch the event, tune in via Apple's platforms. Practical tip: Check carrier deals or Apple's trade-in program, and consider AppleCare+ given the new foldable's potential durability questions. For accessories, MagSafe remains key, though the Ultra's unique form factor may need specialized cases.

As Ternus takes the reins, this event could kick off Apple's most ambitious product wave yet, with more form factors coming in 2027. Whether you're a Pro user chasing camera upgrades or curious about folding into the future, September 9 will deliver plenty of surprises. Stay tuned for hands-on details right after the keynote.