Apple's new product announcement event is expected to begin at 2 a.m. JST on September 10, with free viewing reportedly available via the official event page, the Apple TV app and the reserved livestream slot on YouTube. Multiple models, including the iPhone Ultra, are expected to be announced.
Apple's new product announcement event is expected to begin at 2 a.m. JST on September 10. The official event page, the Apple TV app and the reserved livestream slot on Apple's official YouTube channel are listed as viewing options. The event can be watched on a computer or smartphone, and no advance registration or fee is required.
The products expected to be announced include the iPhone 18 Pro, iPhone 18 Pro Max, iPhone Ultra, a foldable iPhone, Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5, with the iPhone Ultra considered particularly likely to make its debut. The name has not been finalized, and information from case manufacturers has also prompted speculation that it could be released under a different name.
The iPhone Ultra is widely expected to launch on Friday, September 18, and there are also reports that initial production volumes may be limited. The standard iPhone 18 and iPhone 18e, along with the iPhone Air 2, are not expected to appear this year and are reportedly due to launch in spring 2027.
One point of interest this year is that the event will be the first appearance on this stage for new CEO John Ternus (ジョン・ターナス), who took office in September. Tim Cook (ティム・クック) is reportedly not expected to appear in the announcement video.