Apple will hold its next major event in Cupertino with new iPhones and Apple Watches expected, as anticipation grows around its first foldable phone.
Apple has already marked one of the most important dates on the 2026 technology calendar. The company will hold a major event on 9 September at its headquarters in Cupertino, California, where it is expected to unveil a new generation of iPhones, updates to the Apple Watch and a significant evolution of Siri powered by artificial intelligence.
The presentation will begin at 10am Pacific Time and will come at a particularly significant moment in the company’s recent history: it will be the first major hardware launch under the leadership of new chief executive John Ternus.
Media invitations feature the tagline “Surprise and shine” alongside a glowing Apple logo. Although the company has yet to reveal exactly which devices will officially take centre stage, the imagery offers the first indication of an autumn season that could bring significant changes across both hardware and software.
Attention will inevitably focus on the new iPhones for 2026. The smartphone remains Apple’s most closely watched annual launch and one of the fundamental products within its ecosystem. This year, however, the presentation could prove particularly significant because of the possible arrival of the long-awaited first foldable iPhone.
Analysts have been anticipating Apple’s entry into the category for some time, with several major manufacturers already offering their own foldable devices. If it finally appears at the September event, the handset would represent one of the biggest changes to the iPhone’s physical format and reveal how Apple intends to approach the concept of a foldable smartphone.
The event will also have an important corporate dimension. Tim Cook will step down as chief executive to become Apple’s executive chairman on 1 September. John Ternus will therefore take charge just days before facing one of the company’s most high-profile presentations of the year.
The event will consequently provide an early glimpse of this new era for Apple, even though development of the products being unveiled will have begun long before the leadership transition between the two executives.
Hardware will not be the only major focus. Another highly anticipated announcement is Siri AI, a new generation of Apple’s digital assistant developed around modern large language model technology.
According to the available information, this evolution of Siri with artificial intelligence will be able to work more directly with apps including Messages and Calendar. The aim would be to enable the assistant to perform more complex actions across Apple’s ecosystem of devices and services, moving beyond traditional responses towards more contextual and practical assistance.
Apple’s artificial intelligence strategy is therefore expected to become one of the central themes of the presentation alongside the new devices. The company has gradually incorporated AI-powered features into its software, but the overhaul of Siri could represent a particularly important step forward in that strategy.
The event also follows another round of product announcements. Apple unveiled new Mac Mini and Mac Studio models this week featuring AI-related upgrades. Those devices are scheduled to begin shipping on 22 September, leaving the spotlight firmly on the company’s mobile product line ahead of its September showcase.
