Apple’s upcoming September 2026 hardware event, themed “Surprise and shine,” will broadcast live from the Steve Jobs Theater in Cupertino on Wednesday, Sept. 9 at 1 p.m. ET/10 a.m. PT. Streaming directly on apple.com, the showcase marks a leadership transition for the tech giant under incoming CEO John Ternus.
The Ternus Era Begins at the Steve Jobs Theater
When the livestream kicks off on September 9, 2026, the tech industry will witness a moment for Apple Park. This presentation will serve as the first product showcase for new CEO John Ternus, who will take over on September 1. Ternus steps into the chief executive role after serving 25 years at the company, most recently leading hardware engineering as senior vice president.
He takes over from Tim Cook against a backdrop of hardware shifts. The company has kept official information under wraps, but there is expectation for a pivot in how mobile form factors are engineered.
Engineering the Folding iPhone and the iPhone 18 Lineup
Analysts have spent months tracking indicators for the anticipated debut of Apple’s first foldable iPhone. Often referenced as the iPhone Ultra, this unit carries an estimated retail price point between $2,300 and $2,500, according to industry analyst Ming-Chi Kuo’s social media briefings cited by MacRumors and CNET.
Yet, purchasing a foldable device may require patience. Kuo suggests that the foldable iPhone might launch on a different timeline than the standard iPhone 18 lineup. Alongside potential foldable architecture, consumers and developers await the formal introduction of the iPhone 18 Pro and iPhone 18 Pro Max.
Ecosystem Expansions and Delivering on Original Siri Promises
Beyond mobile handsets, reports point toward updates across the wider hardware portfolio. A new Apple TV streaming box and new AirPods are rumored to make appearances during the keynote stream.
Additionally, Apple is expected to deliver on the original Siri promise.
How to Watch Live
- Date: Wednesday, Sept. 9, 2026
- Time: 1 p.m. ET / 10 a.m. PT
- Location: Steve Jobs Theater, Apple Park, Cupertino, California
- Streaming Destination: Official Apple website at apple.com
As Labor Day sales heat up and the tech world turns its collective gaze toward Cupertino, the September 9 broadcast will test whether a quarter-century hardware veteran can successfully steer Apple into its next architectural frontier.
