27 August,2026 08:23 AM IST | Mumbai | mid-day online correspondent
Apple most likely to host its September 9 launch event with the iPhone 18 series (Pic/Apple)
US tech giant Apple on Wednesday announced that its next launch event will take place on Wednesday, September 9, with the tagline "Surprise and Shine."
Apple's annual launch event will take place at 10 am PT (10:30 p.m. IST), and viewers will be able to watch the keynote live on YouTube, the Apple website, and Apple TV, as per Mashable.
At the event, Apple is widely expected to release the new iPhone 18 lineup, as well as a foldable smartphone, rumored to be called the iPhone Ultra, as per ANI.
Apple on Wednesday released promotional artwork featuring the tagline "Surprise and shine" alongside its logo rendered in a glowing neon effect. The design evokes the white neon aesthetic of the Siri AI beta Apple unveiled earlier this year at WWDC 2026.
Apple is also expected to introduce the Apple Watch Series 12 and Apple Watch Ultra, alongside new smart home devices. While taking it to social media handle X, Apple also uploaded a livestream link for the event to its YouTube channel, and the video description reads, "Join us for a special event on September 9 at 10 a.m. PT."
The event will take place at the Apple Park Campus in Cupertino, California.
Earlier on Tuesday, August 25, Apple had also launched the new Mac mini and Mac Studio, with the Mac mini powered by the M6 and M5 Pro chips and the Mac Studio by the M5 Max and M5 Ultra.
The new machines promise major gains in on-device AI performance and graphics, while offering upgraded capabilities for demanding workflows. Both machines are available for pre-order in India starting today, with the Mac mini starting at Rs 99,900 and the Mac Studio at Rs 2,79,900.
The US tech giant on Tuesday also unveiled two major updates to its desktop Mac lineup - the new Mac mini, now powered by the all-new M6 and the more powerful M5 Pro chips, and the new Mac Studio, featuring the M5 Max and the all-new M5 Ultra. These chips build upon the M5 series introduced earlier this year.
Apple said the new chips mark its biggest leap yet in on-device AI performance, positioning both desktops as always-on machines for what the company calls the agentic AI era.
