Apple event 2026: Start time, where to watch, what's been revealed so far

Apple is set to host its annual fall product announcement event today, September 9, 2026, at 10:00 a.m. Pacific time/ 1:00 p.m. Eastern time, marking one of the biggest product launch events of the company in years.

The event, named “Surprise and Shine,” is held at Apple Park in Cupertino, California, and marks the first keynote helmed by new Apple CEO John Ternus, who succeeded Tim Cook just last week.

How to Watch

Viewers can stream the live event through multiple platforms such as Apple Events website, Apple’s official YouTube channel, and Apple TV on supported devices.

Global Viewing Times

The show will take place in North America at 11:00 a.m. Mountain Time, 12:00 noon Central Time, 1:00 p.m. Eastern Time, while in Hawaii the viewing time is 7:00 a.m. and in Alaska – 9:00 a.m.

As for Europe, then in London the event will be held at 6:00 p.m. BST, at 7:00 p.m. local time viewers in Berlin, Paris, and Cape Town will be able to see it. At 8:00 p.m. EEST, viewers from Finland and Turkey will be able to see it. The Middle East and Asia will see it at 9:00 p.m. Dubai, 10:00 p.m. Pakistan, 10:30 p.m. India, and viewers from Indonesia will watch it at midnight. 

In China, Hong Kong, and Singapore, the show will start at 1:00 a.m. on September 10. Viewers in South Korea and Japan will see it at 2:00 a.m., while viewers from Australia (Sydney) will see it at 3:00 a.m., and those from New Zealand – at 5:00 a.m.

What to expect

Apple is set to unveil its first-ever foldable iPhone rumoured to be called iPhone Ultra or iPhone Duo. Alongside foldable, iPhone 18 Pro and iPhone 18 Pro Max. Other anticipated products are Apple Watch Series 12, Apple Watch Ultra 4, AirPods 5, and possibly a new MacBook Ultra with M6 chips.