Apple has announced a product launch event on September 9, 2026 at 10 PM PDT (midnight Sept 10 Thailand time) with the theme "Surprise and Shine." Expected announcements include iPhone 18 Pro/Pro Max, foldable iPhone Ultra, Apple Watch Series 12, and new Siri AI capabilities with iOS 27. Notably, this will be new CEO John Ternus's first product presentation, as Tim Cook steps down on September 1—a significant leadership transition that makes this event noteworthy for both product and organizational reasons.