Apple officially sent out invitations for its fall product launch event on August 26, confirming the event will be held at Apple Park in Cupertino, California, at 1:00 AM Taiwan time on September 10 (10:00 AM Pacific Time on September 9), under the name “Surprise and Shine.” The event is expected to be Apple’s most product-packed launch in recent years, covering multiple product lines including iPhone, Apple Watch, AirPods, and smart home devices. The biggest highlights are the debut of the iPhone Ultra, Apple’s first foldable phone, and the first major product launch hosted by new CEO John Ternus.
Event time and how to watch
Apple has confirmed that its “Surprise and Shine” event will take place on Wednesday, September 9, at 10 a.m. Pacific Time, which is 1 a.m. on September 10 in Taiwan. The event will be held at the Steve Jobs Theater at Apple Park, with some media invited to attend in person. Users who cannot attend can watch the live stream via Apple’s official website, YouTube, and the Apple TV app. The Computer King Ada team will also provide first-hand coverage.
Counting down with everyone! https://t.co/FhRumftT4S
— Tim Cook (@tim_cook) August 26, 2026
iPhone 18 Pro series: A20 Pro chip and variable aperture
This year’s iPhone lineup is different from previous years. Apple has delayed the standard iPhone 18 to spring 2027, and in September will only release three high-end models: the iPhone 18 Pro, iPhone 18 Pro Max, and the foldable iPhone Ultra.
The iPhone 18 Pro series is equipped with the all-new A20 Pro chip, built on TSMC’s 2nm process, delivering significant improvements in both performance and energy efficiency. On the camera front, the Pro series is expected to upgrade to a variable aperture main lens, giving users more precise control over light intake — a major breakthrough for the iPhone’s photography system. However, the overall exterior design is expected to be similar to the iPhone 17 Pro series, with no major design changes.
Due to ongoing memory shortage issues, the iPhone 18 Pro series is expected to see a price increase. According to multiple sources, the Pro models will start at around $1,399 USD (approximately NT$45,400), about $300 USD (approximately NT$9,700) higher than the previous generation. Since the standard iPhone 18 may not launch this fall, the cheapest new iPhone option for this holiday shopping season will be the $1,399 Pro model.
iPhone Ultra: Apple’s First Foldable Phone
The iPhone Ultra is Apple’s first all-new product form factor since the iPhone X in 2017. This foldable phone features a book-style design, with a roughly 5.5-inch external display when folded and a roughly 7.8-inch internal display when unfolded at a 4:3 aspect ratio, offering an experience similar to an iPad mini when opened.
Due to the extremely thin body design constraints, the iPhone Ultra makes several compromises: it uses Touch ID instead of Face ID (because it cannot accommodate the TrueDepth camera system), and it lacks a telephoto lens. These trade-offs reflect Apple’s balancing act between foldable form and functionality. However, Apple’s technological breakthroughs in the folding hinge and screen durability remain a key focus of outside attention.
In terms of pricing, the iPhone Ultra is expected to fall between $2,000 and $2,500 (approximately NT$64,800 to NT$81,000), with extremely limited supply at launch. This pricing strategy indicates that Apple is positioning the iPhone Ultra as a top-tier flagship product, targeting early adopters willing to pay a premium for the latest technology. Analysts predict that if the iPhone Ultra launches in 2026, global foldable phone sales will grow by 19%, and Apple could capture roughly 24% of the global foldable phone market share.
Samsung and Huawei have been established in the foldable phone market for years, and the arrival of the iPhone Ultra will completely reshape the competitive landscape. Apple’s brand appeal and ecosystem integration capabilities could turn foldable phones from a niche product into a mainstream option.
Apple Watch and AirPods update
Apple Watch Series 12 and Apple Watch Ultra 4 will also be unveiled at the event. Both watches are expected to bring upgrades to health and fitness features, as well as a long-awaited chip update, but the design is not expected to change much.
The next-generation AirPods are also expected, but specific specification details remain limited at this point.
Major Update to Smart Home Product Line
Another major highlight of this launch event was the comprehensive update to the smart home product line. The most attention-grabbing item was the long-rumored “HomePad,” a 7-inch full-screen smart home hub device available in two configurations: wall-mounted and with a built-in speaker base. The HomePad integrates smart home control, music playback, video calls, weather queries, Siri voice assistant, photos, notes, and calendar functions, positioning it as an in-home AI assistant.
Additionally, the new Apple TV 4K will be upgraded to the A17 Pro chip, supporting Apple Intelligence and console-level gaming experiences — a major upgrade over the existing hardware. The HomePod mini 2 and HomePod 3 are also expected to be unveiled alongside it.
Software update date
In addition to hardware, Apple will also announce the official release dates for operating systems such as iOS 27, iPadOS 27, and macOS Golden Gate at the event. These software updates typically start rolling out within a week after the event.
The new CEO hosted his first press conference.
This product event also carries a special significance: it will be the first major product launch hosted by John Ternus as Apple CEO. Tim Cook will officially transition to Executive Chairman of Apple’s board on September 1, while Senior Vice President of Hardware Engineering John Ternus will succeed him as CEO.
The most powerful man in tech cried in a company cafeteria last weekend.
Almost nobody saw it.
200 people. No stage. No keynote. Just Tim Cook letting a room see what 15 years actually cost him.
On September 1st, he steps down as Apple CEO.
He took the chair from Steve Jobs… pic.twitter.com/aRYBRjW8HN
— 2xnmore (@2xnmore) August 26, 2026
Since Tim Cook took over as CEO in 2011, he has led Apple to become the world’s most valuable company by market capitalization. John Ternus’s succession is interpreted by observers as a sign that Apple will place greater emphasis on hardware engineering innovation, particularly in the development of foldable devices and smart home technology.
Conclusion
Apple’s “Surprise and Shine” launch event is expected to bring at least 10 new products, making it the biggest September event since 2015. From the first foldable iPhone Ultra to the smart home hub HomePad, and the debut of the new CEO, every part of this event is worth paying attention to. For consumers in Taiwan, the live stream at 1 AM on September 10 will usher in the next era of Apple.
Source: KOCPC Chinese