Apple will hold its annual product launch event titled "Surprise and Shine" on 9 Sep 2026 at 10:00 AM Pacific Time, which corresponds to 00:00 on 10 Sep 2026 Thailand time. The live broadcast will be available through three channels: Apple's official YouTube channel, which has a pre-event countdown and notification option; the Apple Events page on apple.com; and the Apple TV app.
The main highlight of the event is Apple's introduction of its first foldable smartphone named iPhone Ultra, marking the company's entry into the foldable market after Samsung released the Galaxy Fold in 2019.
Additionally, the event is expected to feature the iPhone 18 Pro and iPhone 18 Pro Max, while the standard iPhone 18 will not be part of this launch as it has been postponed to 2027.
Other anticipated product launches at the event include the Apple Watch Series 12, the 4th generation Apple Watch Ultra, and AirPods 5, which reportedly will have two versions: one with noise cancellation and one without. There is also a possibility of seeing new HomePod and Apple TV models, which have been awaiting updates for some time.