Apple's 'Surprise and Shine' iPhone 18 series launch event

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Apple is expected to announce the iPhone 18 line-up, and, probably, the company's first foldable smartphone. Meanwhile, analysts are trying to gauge potential price increases, as well as Apple's AI plan under new CEO John Ternus

Updated - September 09, 2026 08:31 pm IST Hello, and welcome to The Hindu’s real-time coverage of Apple’s ‘Surprise and Shine’ event 2026.Apple is expected to reveal the iPhone 18 line-up tonight at 10:30 PM IST, while many are looking forward to seeing how new CEO John Ternus takes the stage (literally) and lays out Apple’s roadmap into the AI future. The expected phones include the iPhone 18 Pro, the iPhone 18 Pro Max, and the foldable iPhone Ultra. Some reports have speculated that Apple might postpone the launch of the iPhone 18 base model to next year, prompting concern amongst buyers who were planning to snag Apple’s most advanced (yet most affordable) phone. Design-oriented phone buyers, meanwhile, want to know if they can expect the Apple iPhone Air’s second generation.Also Read:How John Ternus’s era will shape AppleFor months, industry experts and gadget watchers have been predicting that tonight may be the night that Apple reveals its first foldable iPhone. The company has remained tight-lipped about its plans for foldable devices, but that hasn’t stopped rivals Samsung, Huawei, Xiaomi, and Google from launching foldable phones of their own. Apple’s potential foldable phone, if it arrives tonight, could redefine the sector completely.Also Read: Huawei launches new foldable smartphone as competition with Xiaomi, Apple heats upLast year, Apple introduced the iPhone 17, iPhone 17 Air, iPhone 17 Pro, iPhone 17 Pro Max, AirPods Pro 3, Apple Watch SE, Apple Watch 11 Series, and Apple Watch 3 Ultra.September 09, 2026 20:31 Apple's AI roadmapDuring the WWDC event earlier this year, Apple at last announced its enhanced AI-powered Siri that had been delayed for months on end, sparking the ire of users who claimed they bought the iPhone 16 solely for the advertised feature.However, Apple’s Craig Federighi made a pointed comment about Apple’s place in the AI race: he observed that some were racing forward to pursue AI simply for the sake of AI, while Apple’s approach was focused on using AI to help its customers.September 09, 2026 20:00 Price speculation and moreThe iPhone prices last year were largely on par with what analysts predicted, but this year could be starkly different. After all, Tim Cook had told the Wall Street Journal that future price increases were “unavoidable,” citing the memory chip supply-demand mismatch.We will have to wait and see if these price rises will impact the company’s newest iPhones. This is the case for multiple electronics makers. Apple’s laptops have also surged in price, with even basic variants of the Apple MacBook Air crossing the ₹1 lakh mark in India. September 09, 2026 19:45 Apple vs GoogleRival Google recently launched its own foldable phone: the Pixel 11 Pro Fold priced at ₹1,86,999. This builds on the earlier Google Pixel 10 Pro Fold. But while Google might appear to be a lap or two ahead in the foldables race, Apple enjoys a position of growing strength in India.“India’s biggest advantage is its young population that is evolving and moving towards premiumisation. Consider Apple, which is now among the top five smartphone brands in India. The aspirational young crowd has encouraged Apple to open six retail stores in India. The country’s consumer potential is enormous, despite the more price-sensitive nature of the market when compared to China,” writes The Hindu’s Haider Ali Khan, noting how Apple partnered with Foxconn and Tata, amongst others, in order to transition away from China-based manufacturing.What are some of the specs Apple will have to match (or surpass) in a foldable phone? You can read the full review of the Google Pixel 11 Pro Fold here.September 09, 2026 19:30 Down memory laneAt last year’s iPhone launch event, Apple revealed the iPhone 17, iPhone 17 Air, iPhone 17 Pro, iPhone 17 Pro Max, AirPods Pro 3, Apple Watch SE, Apple Watch 11 Series, and Apple Watch 3 Ultra. The standout phone was the Apple iPhone Air, which at 5.6mm, was the thinnest iPhone ever. It is powered by the A19 Pro chip and supports only eSIM.Apart from a foldable iPhone, many tech enthusiasts are waiting to learn whether Apple will release the second generation of the sleek and stylish iPhone Air.Read the highlights here!September 09, 2026 19:03 A light in the darkness?Apple CEO John Ternus has posted on X what looks like a teaser for the upcoming event. Watchers speculate the beam of light is referencing the new iPhone’s camera specifications. Take a look for yourself!September 09, 2026 19:00 Apple's hardware legacy under Cook“Tim was also instrumental in creating the wearables category at Apple, which includes the world’s most popular watch and headphones, and which has served as the foundation for Apple’s remarkable impact on the health and safety of its users. Under his leadership, Apple transitioned to Apple-designed silicon, enabling the company to own more of its primary technology and deliver industry-leading gains in power efficiency and performance that directly benefit users across its products,” notes the official Apple website, when listing out Mr. Cook’s contributions in the hardware space.September 09, 2026 18:45 Tim Cook's legacySkeptics and critics tend to frame Mr. Cook as a leader who focused more on surface-level design changes when compared to the radical form-factor transformations brought by Steve Jobs.However, this would be inaccurate. Under Mr. Cook’s leadership, Apple’s product lines expanded to include more hardware options, allowing customers to find the exact device that fit their needs. This built their trust in the Apple ecosystem, priming them for future purchases. September 09, 2026 18:30 Apple's report cardFor the fiscal 2026 third quarter ended June 27, 2026, Apple posted quarterly revenue of $109.4 billion, up 16% year-over-year. “Today, Apple is proud to report our strongest June quarter ever, with double-digit revenue growth across iPhone, Mac and Services, and in every geographic segment,” Mr. Cook said at the time.“At WWDC26, we were thrilled to introduce the all-new Siri AI, alongside all of Apple’s latest software innovations and important new child safety features,” he added.At the same time, the future is uncertain. If Apple is set to increase the price of its products, as Mr. Cook warned, sales could take a hit across regions as phone users choose to stay with their existing devices or look at more affordable options — even if that means giving up cutting-edge specifications.September 09, 2026 18:15 From software to hardware“Under Tim Cook, Apple attained $4.6 trillion market capitalisation, built an efficient supply chain network that sold over three billion iPhones, and effectively stewarded Steve Jobs’ legacy. While Mr. Cook’s era will be remembered for scale and operational efficiency, those twin markers of growth could not have been accomplished without an underlying solid product line-up. That is precisely where hardware engineering comes in — the unit headed by John Ternus,” writes The Hindu’s John Xavier.You can read the full piece about Apple’s new CEO here.September 09, 2026 18:00 John Ternus and Tim Cook Mr. Cook is well known for efficiently developing Apple’s operations during a tense geopolitical climate, under the shadow of U.S. President Donald Trump’s ‘Make in America’ threats and ultimatums.While he will play a strategic role as the executive chairman, it is now time for Mr. Ternus to step up to the plate and see how he manages Apple, ensuring that the company meets its world-class privacy standards for all its users.September 09, 2026 17:45 Getting to know Apple's new CEOJohn Ternus’s career can be crudely summed up in one word: product.Apple’s updated leadership page acknowledges Mr. Ternus’s “instrumental” role in introducing new product lines: the iPad and the AirPods. He also worked to develop multiple generations of the iPhone, Mac, and Apple Watch.Before joining Apple, Mr. Ternus was a mechanical engineer at Virtual Research Systems.He studied at the University of Pennsylvania and has a bachelor’s degree in Mechanical Engineering.September 09, 2026 17:40 Apple's new leadership pageApple leadership.pngSeptember 09, 2026 17:30 John Ternus gets cooking John Ternus, 51, joined Apple in 2001. He rose through the ranks to become the senior vice president of hardware engineering, and reported to Mr. Cook. “Few people understand what it takes to build products that change the world the way John does and I could not be more excited for his leadership,” Mr. Cook said about the new CEO.Mr. Cook excelled in scaling supply chains, building brand resilience, and navigating tense geopolitical situations, particularly after U.S. President Donald Trump’s second term in the White House.“Under Tim’s leadership, Apple expanded its global footprint substantially, particularly in emerging markets, growing to more than 200 countries and territories with an active installed base of more than 2.5 billion devices,” notes the Apple website.In other words, Mr. Ternus is set to inherit a hardware empire that hinges on far more than just American business and political interests.September 09, 2026 17:15 What's the buzz?After 15 years at the helm, and succeeding co-founder Steve Jobs, Tim Cook hands the reins of one of the most valuable companies in the world to John Ternus, who was heading the firm’s Hardware Engineering unit.Mr. Cook marked his official departure with a short note: “Sending lots of love to the Apple community on my last day as CEO. My title changes tomorrow, but the love I have for the Apple community never will. Thank you for being a constant source of inspiration. My gratitude is endless, and I’m excited for the next chapter!”September 09, 2026 17:02 Apple’s 'Surprise and Shine’ event to go live in a few hoursHello, and welcome to The Hindu’s live coverage of Apple’s ‘Surprise and Shine’ event. The $4.6 trillion company is expected to unveil the iPhone 18 line-up in Cupertino at 10:30 PM IST tonight. Apart from being expected to feature Apple’s first foldable, this event marks the first product launch helmed by new CEO John Ternus.Several Apple customers, who used to await former CEO Tim Cook’s cheerful, drawled ‘Gooood morning!’ at the start of past keynote sessions, will now wait to see what changes Mr. Ternus brings. Join us as we break down this year’s updates from Apple’s “Surprise and Shine,” under a new leader. Published - September 09, 2026 04:58 pm IST0 / 0Sign in to unlock member-only benefits!Access 10 free stories every monthSave stories to read laterAccess to comment on every storySign-up/manage your newsletter subscriptions with a single clickGet notified by email for early access to discounts & offers on our products