Apple is holding its fall hardware event today, Wednesday, September 9, 2026. Apple calls it “Surprise and Shine.” The keynote starts at 10 a.m. Pacific Time (1 p.m. Eastern) (6:00 p.m WAT), and it streams live from Apple Park in Cupertino, California.
This is Apple’s first big event under a new boss, John Ternus, who resumed as CEO on September 1, eight days before this keynote. Ternus spent more than two decades at Apple and led its hardware engineering team for five years before stepping into the top role. This keynote is his first major product presentation as CEO.
Here is everything you need to know ahead of the event:
When the Apple Surprise and Shine event starts and how to watch it
The keynote begins at 10 a.m. Pacific time. You can watch it in a few ways:
