Everything Apple Launched at Its Surprise and Shine Event

Global technology giant Apple hosted its highly anticipated product showcase event on Wednesday, September 9, 2026.

The global presentation was held live at the company’s headquarters in Cupertino, California, marking a historic moment for the business as newly appointed Chief Executive Officer John Ternus led his very first major product launch on stage.

The executive team revealed an array of new gadgets designed to upgrade mobile computing, health tracking, and personal audio.

The primary reason Apple hosted this massive global rollout is to keep its product line fresh, meet high consumer demand for artificial intelligence tools, and enter fast growing markets like foldable smartphones.

Because component prices and memory costs have risen across global supply chains throughout the year, the company also adjusted its pricing structure across several flagship devices.

The main devices unveiled during the global product presentation include:

• iPhone Duo Foldable Phone: The biggest revelation of the event was Apple’s first book style foldable smartphone. The premium device features a 5.4 inch outer screen that unfolds into a large 7.6 inch inner display, allowing users to run side-by-side apps like a portable tablet. It runs on the powerful A20 Pro computer chip, supports the digital Apple Pencil stylus, and uses a fingerprint sensor on the side button for quick unlocking. The starting price for the base model is $1,999. Pre-orders open on October 16, with official store deliveries starting on October 23.

  

• iPhone 18 Pro and Pro Max: Apple introduced its high end flagship smartphones built with a super fast A20 Pro processor and a redesigned main camera system. The camera uses moving lens blades to adjust light automatically, helping users take clear photos in dark rooms or bright sunlight. The Pro Max model also offers the longest battery life ever seen on an iPhone. The 6.3-inch Pro starts at $1,199, while the 6.9-inch Pro Max starts at $1,299. Pre orders begin on September 12, with official store arrivals set for September 18.

  

• Apple Watch Series 12 and Ultra 4: The new smartwatches focus heavily on daily health and body monitoring. Built with an upgraded sensor system, the watches check heart rates every 5 seconds and provide a daily body readiness score that tells users whether to exercise or rest. The rugged Ultra 4 model includes up to 50 hours of battery life for long outdoor trips. The Series 12 is priced at $399, while the Ultra 4 stays at $799, with both shipping out on September 18.

  

  

• AirPods 5 Earbuds: Apple updated its standard open-ear headphones to include active noise cancellation for the first time. The new earbuds block out background city noise, offer clearer sound quality, and feature real-time language translation helpers. Prices start at $129 for the base version and $149 for the model with a wireless charging case, with store availability beginning September 18.

• Rebuilt Siri AI Experience: Apple showcased a fully rebuilt, more conversational version of its Siri voice assistant powered by on-screen intelligence. The updated assistant can read and understand information displayed directly on a user’s device screen while seamlessly connecting with over 300,000 third-party applications. The Siri AI update rolls out in beta alongside iOS 27 starting September 14 in English, with expansion to French, Japanese, Korean, Portuguese, and Spanish arriving in October.

Highlighting the historic milestone of presenting the new hardware lineup on stage, technology reporters following the keynote noted that the event “was also the first major product event for John Ternus, who became chief executive on September 1”.

Detailing the impressive inner screen setup of the company’s long awaited foldable smartphone, tech reviewers covering the hands on showcase explained that “Apple’s book style foldable opens to a 7.6 inch inner display and closes to a 5.4 inch outer one”.

Explaining why prices increased on flagship smartphones this year, industry analysts noted that “rising memory and component costs have pushed prices up across its lines”.

By launching a wide range of upgraded devices, Apple is establishing its market strategy for the coming years. Delivering faster processors, advanced health tools, and foldable screens ensures that consumers can access top tier mobile technology for work, communication, and daily life.