Apple’s biggest product event of 2026 is underway as the company takes the wraps off its latest hardware at the “Surprise and shine” event on September 9. The launch marks the first major Apple keynote for new CEO John Ternus, who took over as chief executive on September 1.
The spotlight is on the new iPhone lineup, with the iPhone 18 Pro series expected to headline the event. Apple is also anticipated to enter the foldable smartphone market with its first folding iPhone.
Beyond hardware, Apple could provide updates on artificial intelligence, including the next phase of Siri AI and Apple Intelligence.
iPhone 18 Launch Live: Apple iPhone 18 Pro Series Colours
The iPhone 18 Pro and iPhone 18 Pro Max are expected to arrive in a refreshed colour lineup, giving buyers several options beyond the traditional finishes.
The reported colour choices include:
- Deep Black
- Silver
- “Glacier” Blue
- Burgundy
The new blue and burgundy finishes could become two of the most distinctive options in the lineup. However, buyers should wait for Apple’s official product specifications and regional availability before treating colour details as final.
iPhone 18 Pro Colours: What Makes the New Shades Different?
Apple has traditionally offered a mix of classic metallic finishes and one or two standout colours for its premium iPhones.
This year’s reported Glacier Blue and Burgundy options could give the Pro lineup a more distinctive appearance. Deep Black and Silver, meanwhile, would retain the more conventional choices for customers looking for understated finishes.
The final names and availability of the colours could vary depending on the model and market.
Apple iPhone 18 Launch Event Live: Foldable iPhone Takes Centre Stage
One of the biggest developments expected from Apple is its move into the foldable smartphone category.
The company has reportedly been working on a foldable iPhone that could feature a book-style design, allowing users to open the device to reveal a significantly larger display.
Apple’s entry could intensify competition in a market currently dominated by established foldable-phone makers.
Foldable Phones Still Represent a Small Market
Despite years of development, foldable smartphones remain a relatively small part of the overall smartphone industry.
International Data Corporation analyst Francisco Jeronimo has estimated that foldables could represent around 2.2% of global smartphone shipments in 2026, with the share potentially reaching 3.1% by 2030.
That means Apple would be entering a fast-growing but still niche segment rather than an established mass-market category.
John Ternus Makes His First Major Apple Keynote Appearance
The September event also represents a major leadership moment for Apple.
John Ternus became Apple CEO on September 1, succeeding longtime chief executive Tim Cook. Ternus previously led Apple’s hardware engineering organisation and has been closely involved with the company’s product development.
His first major iPhone launch as CEO gives investors and customers an early indication of how Apple could approach its next phase of hardware innovation.
iPhone 18 Launch Live: Apple Intelligence and Siri AI
The hardware announcements may not be the only major focus of the event.
Apple is also expected to discuss its artificial intelligence strategy. The company has been working on improvements to Siri and its broader Apple Intelligence platform.
The next generation of AI features could become an important part of Apple’s software strategy as the company competes with technology companies that have rapidly expanded their generative AI offerings.
Will iPhone 18 Prices Increase?
Pricing is another key issue surrounding this year’s launch.
Apple is facing higher costs across parts of the technology supply chain, particularly amid a global shortage affecting computer memory and other components. The company has already increased prices for some Mac and iPad products.
Investors will therefore be watching closely to see whether Apple passes some of those additional costs on to iPhone buyers.
iPhone 18 Launch Event Live: What to Watch Next
As Apple continues its September 9 presentation, attention will remain on the company’s final product announcements, particularly the iPhone 18 Pro lineup and the potential foldable iPhone.
The official specifications, colour availability, pricing, and release dates will provide a clearer picture of Apple’s strategy for the next year.
iPhone 18 Launch Live: Key Highlights
- Event: Apple “Surprise and shine”
- Date: September 9, 2026
- Main products expected: iPhone 18 Pro and iPhone 18 Pro Max
- Possible new category: Foldable iPhone
- Reported colours: Deep Black, Silver, Glacier Blue and Burgundy
- New CEO: John Ternus
- Other expected focus: Siri AI and Apple Intelligence
- Major investor concern: Potential iPhone price increases
The iPhone 18 launch is shaping up to be one of Apple’s most closely watched product events in years. Along with the new Pro models and their reported colour choices, the potential debut of a foldable iPhone could give Apple a new presence in an emerging smartphone category.
The event is equally important from a leadership perspective, as John Ternus takes charge of his first major iPhone launch as Apple CEO. Meanwhile, AI improvements and possible pricing changes could offer further clues about the company’s strategy under its new leadership.
