The date is set: Apple is hosting its keynote on Wednesday, September 9th, and is sending out invitations featuring a glowing logo. The broadcast will begin at 7 PM in Germany – and it will be the first major event under new corporate leadership.
Apple has officially announced its September event. The keynote will take place on Wednesday, September 9, 2026, and will begin at 10:00 AM local time in Cupertino, California. In Germany, Austria, and Switzerland, the broadcast will air at 7:00 PM CEST. The invitation, featuring a glowing Apple logo with a sun shining through it, bears the motto "Surprise and shine"; Apple has also added the date to its event overview as of today. The iPhone 18 Pro models and the first foldable iPhone are expected to be unveiled.
Key Facts at a Glance
- Date: Wednesday, September 9, 2026, 7 p.m. CEST
- Invitation motto: "Surprise and shine"
- The focus is on the iPhone 18 Pro, iPhone 18 Pro Max, and the first foldable iPhone.
- The broadcast will be available via apple.com, YouTube, and the Apple TV app.
- It is the first product keynote after the change at the top of the company on September 1st.
Two weeks' notice, as usual
There are exactly two weeks between the invitation and the keynote – a rhythm Apple has maintained for years. The event takes place at the company's headquarters, Apple Park, and media representatives are present. The presentation itself is, as usual, pre-recorded and simultaneously streamed online.
For viewers in this country, the 7 p.m. start time falls during the evening rush hour, unlike events held in the US morning during winter time. Those who want to watch the keynote live don't need to take a day off work.
What to expect on stage
Apple traditionally doesn't mention any specific products in its invitation. A comprehensive fall launch is expected, centered around three iPhones: the iPhone 18 Pro and iPhone 18 Pro Max, as well as the first foldable model, which is generally referred to in reports as the iPhone Ultra. A standard model is not expected this fall – the simpler versions aren't anticipated until spring 2027.
Reports suggest that the Pro models will feature a variable aperture for the main camera, a smaller Dynamic Island sensor, and Apple's own cellular modem. The foldable device is said to have a book-like design with an outer and inner display, a titanium frame, and Touch ID integrated into the side button. Two new Apple Watch models are also expected.
All this information comes from reports and supplier sources, not from Apple. So far, only the release date has been confirmed.
The first appearance of a new leadership
The keynote address coincides with a period of transition: Eight days before the event, on September 1st, John Ternus will take over as CEO, while Tim Cook will transition to the role of Executive Chairman. September 9th would therefore mark the first major product launch under the new leadership – and, ironically, one featuring a new device category.
Shortly before the event, Apple has already released new hardware: Mac mini and Mac Studio were unveiled last week, with their sales launch on September 22nd, after the keynote.
Why this meeting carries more weight than usual
A foldable iPhone would be the first fundamentally new design since the abandonment of the home button. This is precisely what makes this keynote unusual: Apple is introducing a category in which the competition has been gaining experience for seven years, and is doing so at a price point that, according to all current reports, is likely to be significantly higher than that of the previous flagship models.
Are you watching the keynote live on September 9th, or do you prefer to read the summary the next morning? Let us know in the comments how you plan to spend your evening.
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