Apple is scheduled to hold a special event on 9 September local time, beginning at 2:00 a.m. Japan time on 10 September. The Japanese tagline is “おはよう世界。” and the Series 12 and Ultra 4 are widely expected as new Apple Watch models.
Apple’s fall event will be held at 10:00 a.m. local time on Wednesday, 9 September, at Apple Park in Cupertino, California. It will be available to watch from 2:00 a.m. Japan time on Thursday, 10 September, with the event expected to be streamed on Apple’s official website, YouTube and the Apple TV app. The Japanese copy on the invitation is “おはよう世界。” and the English tagline is “Surprise and shine.”
The Japanese tagline follows the morning greeting used in the English version while adapting the copy for each region. The Series 12 and Ultra 4 are widely expected as new Apple Watch models. Reports point to a new chip and battery improvements for the Series 12, and a new chip and expanded satellite features for the Ultra 4. Multiple sources have also discussed the possibility of a ceramic case returning.
iPhone is expected to launch in 3 models, with the standard iPhone 18 excluded from the fall lineup and the iPhone 18 Pro, iPhone 18 Pro Max and foldable iPhone Ultra expected to be the focus. Reports point to an A20 Pro chip, a variable-aperture camera and a foldable design. The standard model is reportedly being moved to spring 2027 under a split release schedule, and prices are also expected to rise.
The new CEO will be John Ternus, who will take office on 1 September. The 9 September event is expected to be the first special event under Ternus, and attention is focused on whether the approach from the Cook era will be carried forward or whether a new rhythm will emerge.