Apple is set to host its annual fall product announcement event today, September 9, 2026, at 10:00 a.m. Pacific time/ 1:00 p.m. Eastern time, marking one of the biggest product launch events of the company in years. The event, named "Surprise and Shine," is held at Apple Park in Cupertino, California, and marks the first keynote helmed by new Apple CEO John Ternus, who succeeded Tim Cook just last week.
Viewers can stream the live event through multiple platforms such as the Apple Events website and Apple's official channels. The show will take place in North America at 11:00 a.m. Mountain Time, 12:00 noon Central Time, 1:00 p.m. Eastern Time, while in Hawaii the viewing time is 7:00 a.m. and in Alaska 9:00 a.m. As for Europe, in London the event will be held at 6:00 p.m. local time, and viewers in Berlin, Paris, and other regions will also be able to tune in. EEST viewers from Finland and Turkey will likewise have access.
The Middle East and Asia will see it at 9:00 p.m. Pakistan time, 10:30 p.m. India time, and viewers from Indonesia will watch it at midnight. In China, Hong Kong, and Singapore, the show will start at 1:00 a.m. Viewers in South Korea and Japan will see it at 2:00 a.m., while viewers from Australia (Sydney) will see it at 3:00 a.m., and those from New Zealand at 5:00 a.m.
Apple is set to unveil its first-ever foldable iPhone, rumored to be called iPhone Ultra or iPhone Duo. Alongside the foldable, the company will showcase the iPhone 18 Pro and iPhone 18 Pro Max. Other anticipated products include Apple Watch Series 12, Apple Watch Ultra 4, AirPods 5, and possibly a new MacBook Ultra powered by M6 chips.