How to watch Apple’s September event: iPhone 18 Pro, iPhone Ultra, more

Apple has announced that its biggest product launch of the year will take place on September 9, with the headline “Surprise and Shine.” The event, which will feature the debut of the iPhone 18 Pro and other rumored devices, is scheduled to begin at 1:00 p.m. Eastern Time (10:00 a.m. Pacific Time). Press members are invited to attend an in‑person viewing at Apple Park, but the show will also be streamed live worldwide.

The company has not yet confirmed whether the September presentation will be fully live or will include pre‑recorded segments, a format that Apple has used for several of its recent events. Viewers can expect a mix of live announcements and pre‑recorded footage, and the event will be available on Apple’s official website and through the Apple TV app.

Apple’s September launch is expected to kick off the tenure of new CEO John Ternus, who took the helm earlier this year. The company’s leadership has emphasized the importance of the event in setting the tone for the upcoming fiscal year, and analysts expect a broad slate of new products.

According to industry sources, the lineup will likely include several key releases. The iPhone 18 Pro and a possible iPhone Ultra model are the most certain additions, as Apple traditionally announces new flagship iPhones during its September events. Apple Watch models are also expected to be highlighted, with potential updates to the Series 9 and the newer Ultra watch.

Other rumored products that could appear include the fifth‑generation AirPods, a new generation of HomePod speakers, and a range of HomeKit accessories. The company’s focus on the Home ecosystem has intensified in recent years, and a new HomePod or related smart‑home devices would fit that strategy.

Apple’s press release did not detail the exact number of new products, but the company has a history of launching multiple devices in a single event. If all of the rumored items are announced on September 9, the launch will be a significant moment for the brand and its shareholders.

Consumers who want to stay updated on the event can follow Apple’s official social media channels and the Apple Newsroom. The live stream will be accessible in most countries, though viewers in some regions may need to use a VPN to bypass local restrictions.

For those who prefer to purchase a new device immediately, Apple is offering a 15 % discount on refurbished iPhones. The refurbished lineup includes several recent models, and the discount is available for a limited time through Apple’s refurbished store.

The September event will also provide a platform for Apple to discuss its broader strategy, including the company’s continued investment in artificial intelligence and services. Analysts suggest that the company will emphasize its commitment to privacy and sustainability, themes that have been central to its brand messaging in recent years.

Apple’s event is expected to attract significant media attention, as it is the first major launch under John Ternus’s leadership. The company’s ability to deliver a compelling product lineup will be closely watched by investors and analysts alike.

In summary, Apple’s September 9 event will begin at 1:00 p.m. ET, feature the iPhone 18 Pro and likely an iPhone Ultra, and may also include new Apple Watch models, AirPods 5, and HomePod upgrades. The event will be available for live streaming and will mark the start of a new era for the company under CEO John Ternus. Viewers can watch the presentation on Apple’s website or through the Apple TV app, and those interested in a new device can take advantage of the 15 % discount on refurbished iPhones currently being offered by Apple.