Apple officially announces September iPhone launch event: Surprise and shine

Apple has finally announced the date, time, and tagline for its annual iPhone launch event.

The company said today that the "Surprise and shine" event will take place on Sept.

9 at 10 a.m.

PT, and viewers will be able to watch the keynote live on YouTube , the Apple website, and Apple TV.

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 with past events, Apple released artwork to promote the event, which shows the text "Surprise and shine" and the Apple logo with a glowing neon effect.

The image evokes the white neon glow of the Siri AI beta announced earlier this year at WWDC 2026 .

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." Guess what Apple will release in September in our Big Guessing Game: Apple edition.

Enter now for a chance to win ! The company declined to provide any additional information on the "special event," and we didn't expect them to.

But we do have some idea of what Apple's working on.

Siri AI, is that you? Credit: Apple Apple traditionally hosts an event in early September to announce the new iPhone lineup and other products.

At last year's September keynote , Apple announced the iPhone 17, the Apple Watch Series 12, and the AirPods Pro 3.

However, we expect this year's event to be unique in several ways, as the tagline seemingly suggests.