Apple to launch 8 new products by end of September

Apple's "Surprise and Shine" event scheduled for September 9, will be the first keynote led by John Ternus, who took over as CEO from Tim Cook on Tuesday after more than two decades running the company's hardware engineering division.

It is likely going to be a very busy month for Apple due to several product launches at once, and it has already planned on releasing eight new products before October.

What to expect from Apple September 9 event announcements?

Two out of these eight products have been officially announced. Apple has already announced the Mac mini (M6 and M5 Pro) and Mac Studio (M5 Max and M5 Ultra) devices in the last week with the pricing of $899 and $2,499 for September 22. The only exception to this is the Mac Studio model having 512GB unified memory.

The rest arrive at the September 9 event itself:

• iPhone 18 Pro: This lineup is expected to bring in the A20 Pro chip and a smaller Dynamic Island.

• iPhone 18 Pro Max: Users can expect a camera upgrade exclusive to the larger model, plus a bigger battery.
• Foldable iPhone ("iPhone Ultra"): Apple's new foldable is expected to come with roughly 5.5 inches closed and 7.8 inches open, with a thin, low-crease hinge design.
• Apple Watch Series 12 and Apple Watch Ultra 4: Likely to integrate faster S12 chip and fitness tracking upgrades.
• AirPods 5: Apple has already referenced it in macOS 26.7, pointing to a launch alongside the new iPhones.

Apple is skipping a base iPhone 18 launch in September entirely. The iPhone 18, iPhone 18e, and iPhone Air 2 are expected in spring 2027 instead, leaving this year's lineup focused on premium devices. The Apple Watch SE isn't getting a refresh this cycle either.

However, some reports suggested the foldable could slip into October, but Bloomberg's Mark Gurman pushed back on that this week, saying he'd be "very surprised" if it didn't launch alongside the Pro models or within weeks of them.