On September 9th, Apple will be showing less than the calendar might suggest. No standard iPhone, no new budget watch, no Mac, and no iPad – the list of devices not appearing that evening is longer than the list of expected new releases. The reason lies in a change that Apple initiated back in the spring.
The keynote address, themed "Surprise and Shine," begins at 7:00 PM Central European Summer Time and will be streamed via the Apple Events website, the Apple TV app, and Apple's YouTube channel. Those planning to watch can find instructions in our livestream guide. For a preview of what to expect on stage, see the September event preview.
The counter-list is at least as revealing. A whole series of devices, whose names have been circulating in the news for months, are not on the agenda this evening – some because Apple has already announced them, others because their release date is weeks or months later.
Key Facts at a Glance
- For the first time since 2014, Apple will not be introducing a standard iPhone in September; the iPhone 18, iPhone 18e, and iPhone Air 2 are expected together in spring 2027.
- The affordable Apple Watch SE model will not receive a successor this year.
- Macs are skipping the event: Mac mini and Mac Studio were already announced in August, the iMac is expected later.
- According to reports, the smart home devices, including screens, speakers, and cameras, are spread out between October and 2027.
- A product shown is not automatically a product that is available for delivery – reports on the market launch of the foldable iPhone are contradictory.
Not a standard iPhone: the most noticeable failure
The biggest name on the list is also the best-selling: The iPhone 18 won't be released in September. According to a report by Bloomberg reporter Mark Gurman, Apple is moving its high-volume models to a separate spring launch window, where it will bundle the iPhone 18, iPhone 18e, and the redesigned iPhone Air 2. This release is expected in March or April 2027.
This ends a pattern that has been consistent every year since 2014. From now on, autumn will belong to the expensive devices, spring to the more affordable ones. There will be roughly six to seven months between the unveiling of the Pro models on September 9th and the expected spring release – a waiting period unprecedented in the iPhone lineup.
For those making a purchase decision, this means: Anyone waiting for the standard model or the e-variant gained nothing from this keynote. Details on both devices can be found in the overviews for the iPhone 18e and the iPhone 18 Pro.
The Apple Watch lacks a budget-friendly option
The Apple Watch Series 12 and Apple Watch Ultra 4 are considered certain. The third model in the series is missing: A successor to the Apple Watch SE is not expected this year, and the Ultra series is also expected to retain its current design instead of getting a new one. Reports on this have been consistent since the summer and are compiled in our article on watch planning for 2026.
The affordable entry-level model will therefore remain in the program for one year longer than the previous cycle would suggest.
Macs and iPads are not on the agenda
The Mac was rarely seen at the September event anyway, and this year the separation is particularly clear: the Mac mini and Mac Studio were already introduced via press release on August 25th, two weeks before the keynote. This method of announcement is standard practice for these devices and not indicative of a last-minute change.
Reports indicate that the iMac will launch by the end of the year, while the iPad mini with an OLED display is expected in October. Both of these dates are after the event, not before it. Furthermore, two MacBook models have been dropped from the lineup – this too will not be discussed on stage this evening.
The smart home remains postponed
The group of devices that has been considered ready for launch for months has the widest release timeframe. According to available reports, the smart home hub with a screen is expected between October and early 2027. The security camera with AI analysis is next in line and is slated for release in 2027.
The situation is different with the Apple TV 4K and the smaller HomePod: Both are considered slated for release this fall, but the Apple TV's voice assistant is delaying its market launch. Whether Apple will showcase these devices on stage or announce them later, as with the Mac, remains to be seen – a digital announcement wouldn't be unusual for either.
The AirPods with camera are also not expected this year: their market launch remains in 2027. And the job cuts in the responsible team for the Vision Pro do not suggest a successor device this fall.
What's missing and when it's expected
| Product | Expected time |
|---|---|
| iPhone 18, iPhone 18e, iPhone Air 2 | Spring 2027, March or April |
| Apple Watch SE (successor) | No model expected for 2026 |
| iMac | By the end of 2026 |
| iPad mini with OLED | October 2026 |
| Smart home hub with screen | October 2026 to early 2027 |
| Security camera | 2027 |
| AirPods with camera | 2027 |
| Vision Pro (successor) | No date foreseeable |
Shown does not mean bought
A second gap doesn't concern the software, but rather the retail environment. Reports on the foldable iPhone are contradictory: An exclusive report from Australia described an initial launch limited to the US, with other markets to follow two to three months later. This account was later denied, and neither side has provided any evidence. It is based on information from Australian network operators and a retailer; there is no confirmation from the company itself.
This process has a precedent: With the Vision Pro, five months passed between its sales launch in the US and its availability in Germany. Austria and Switzerland were even further behind at that time. Should this pattern repeat itself, the presentation on September 9th would initially only be an announcement for you here in Germany. The complete status can be found in the overview for the iPhone Ultra.
Why the keynote is shorter than before
The list seems long, but it doesn't describe a weakness, rather a change. Apple has streamlined its product release schedule: What used to be crammed into a single, jam-packed hour in September is now spread across press releases in August, a keynote in September, follow-up releases in October, and a second window in the spring. For the company, this is a better approach because each device receives its own dedicated attention instead of being lost in a long list.
For you as a buyer, the advantage is partially reversed. The fall keynote now only covers the high-end price segment, and those who don't buy in this segment will have to wait until spring. We expect Apple to maintain this model as long as the expensive end of the line sells – the evidence for this is the separation itself, which was announced back in April and hasn't been retracted in any report since.
Apple's September is becoming a premium event
What was once an evening dedicated to presenting the entire annual plan has become a showcase for the most expensive equipment. Those watching on September 9th will see the top-of-the-line products and will need to make a separate calendar entry for anything below that.
Are you waiting for one of the devices that's missing this evening – and is spring still an acceptable wait for you, or is it already the point where you're looking elsewhere? Let us know in the comments what you're waiting for.
