Apple will announce 10+ new products at its September 2026 event. The announcement marks the company’s most product-dense hardware presentation in years and includes three new iPhone models, two Apple Watch variants, redesigned Apple TV and HomePod mini hardware, and a preview of a 7-inch smart home hub with a full display.
The event is expected to take place on Wednesday, September 9, with Apple potentially announcing the date on August 26, however, this is all speculation for now.
The iPhone lineup: Pro, Pro Max, and Ultra
Apple is splitting its iPhone 18 strategy, the iPhone 18 Pro and iPhone 18 Pro Max arrive in September, while the standard iPhone 18 is delayed until early 2027. The iPhone 18 Pro gets a new Wide camera with variable aperture for precise lighting control and a faster A20 Pro chip built on a new 2nm process. Both Pro models are expected to cost up to $300 more than their predecessors, with the Pro starting around $1,399.
The iPhone Ultra is Apple’s first foldable phone. When closed, it has a 5.5-inch display; when unfolded, a 7.8-inch display with a 4:3 aspect ratio similar in size to an iPad mini. The device is too thin for the TrueDepth camera system, so it uses Touch ID instead of Face ID. Pricing is expected between $2,000 and $2,500, with supply extremely limited at launch.
Apple Watch Series 12 and Ultra 4
Apple Watch Series 12 and Apple Watch Ultra 4 are expected to include health and fitness upgrades and a long-overdue chip refresh, but no visual design changes.
Smart home and entertainment hardware
Apple’s smart home hub “HomePad” is a 7-inch all-display device available in two configurations: wall-mounted or with an integrated speaker base resembling a HomePod mini. It will handle smart home control, music playback, video calls, weather, Siri queries, photos, notes, and calendar functions as a stationary AI assistant.
The refreshed Apple TV uses the A17 Pro chip, enabling Apple Intelligence support and console-quality gaming, a significant upgrade from current hardware. The HomePod mini 2 will also be announced alongside HomePod 3.
Why September is so crowded
Apple delayed several products until now because its redesigned Siri infrastructure had to mature first. The more intelligent, personal version of Siri has been in beta for roughly two years since its initial preview at WWDC 2024 and is now mature enough to power both smart home devices and AI-enhanced accessories that depend on it.
By pushing the standard iPhone 18 to spring 2027, Apple is locking out price-conscious buyers this holiday quarter. The cheapest new iPhone option costs around $1,399, leaving anyone waiting for an entry-level model with no new option to buy.
Leadership change coincides with the event
Tim Cook steps down as CEO on September 1 to become Apple’s executive chairman. John Ternus, who will lead the September event, takes over as CEO. The timing places new leadership at the helm during Apple’s most product-dense announcement in years. This suggests a shift as the company tackles smart home integration and foldable form factors.
Ten products across phones, wearables, displays, and entertainment hardware in a single event represents Apple’s most aggressive September announcement since at least 2015. The foldable market will determine whether consumers accept Apple’s $2,000+ entry point and whether the $300 price premium on Pro models succeeds without an affordable companion model.
