Apple is holding its new product launch event, “Surprise and shine.” The company has previewed the arrival of a foldable iPhone, the iPhone 18 series, Apple Watch Ultra 4 and camera-equipped AirPods, drawing attention to what will actually be announced.
At Apple’s “Surprise and shine.” new product launch event, held from 2:00 a.m. Japan time on 10 September 2026, the company had previewed the arrival of a range of new products, including a foldable iPhone. Prior reports had mentioned the iPhone 18 series, Apple Watch Ultra 4 and camera-equipped AirPods, making the event’s actual announcements the focus of attention.
The event was described as the first official Apple event after the CEO changes from Tim Cook (ティム・クック) to John Ternus (ジョン・ターナス), with reports saying that Apple would signal its direction through the formal announcement of its new products. Gigazine said it planned to cover the announcements in a series of rolling articles.