Apple is set to host its highly anticipated “Surprise and shine” iPhone event on Wednesday, September 9, with the company expected to unveil its first foldable iPhone, the iPhone 18 Pro and iPhone 18 Pro Max, and potentially new Apple Watch and AirPods models.The event will begin at 10 a.m. PDT / 1 p.m. EDT, giving Apple fans across the US and Canada a chance to watch the company's biggest product announcement of the year live. The event will also mark new Apple CEO John Ternus’ first major product launch since taking over from Tim Cook.ALSO READ: Mark Zuckerberg and Priscilla Chan gave $4 million to save a 600-year-old Hawaiian fishpond from developmentApple’s September 9 event: What time does it start?Apple’s “Surprise and shine” event is scheduled for Wednesday, September 9, at 10 a.m. PDT (1 p.m. EDT) from Apple Park in Cupertino, California. The event will be streamed online, including through Apple’s YouTube channel and its official events website.For Apple fans, the timing is significant because this year's event could introduce a completely new iPhone category rather than simply another annual upgrade.ALSO READ: She memorized 200+ Taylor Swift songs: Now this 18-year-old Los Angeles girl has won $100,000 for her quantum physics researchWhen and where to watch Apple’s September 9 eventApple’s “Surprise and shine” event takes place on Wednesday, September 9, 2026, beginning at 10 a.m. PDT / 1 p.m. EDT. The event will be streamed live on Apple’s official website, the Apple TV app and Apple’s YouTube channel.Apple event time in the US and CanadaLos Angeles, California: 10 a.m. PDTVancouver, Canada: 10 a.m. PDTDenver, Colorado: 11 a.m. MDTChicago, Illinois: 12 p.m. CDTToronto, Canada: 1 p.m. EDTNew York, New York: 1 p.m. EDTMontreal, Canada: 1 p.m. EDTHalifax, Canada: 2 p.m. ADTSt. John’s, Canada: 2:30 p.m. NDTWhere to watch the Apple eventViewers in the US, Canada and other countries can watch the Apple September event through Apple’s official events website, the Apple TV app or Apple’s official YouTube livestream. Apple’s YouTube stream also allows viewers to set a reminder before the event begins.iPhone 18 Pro, Pro Max India Prices Leaked: Apple Foldable Could Cost Rs 2.5 lakhApple’s first foldable iPhone could finally arriveThe biggest expected announcement is Apple’s long-rumored foldable iPhone, reportedly positioned as a premium iPhone Ultra model. Apple would be entering a market where Samsung and other manufacturers have already had foldable phones for years. Reuters described the launch as potentially the biggest change to the iPhone since the iPhone X eliminated the physical home button in 2017.The rumored foldable iPhone is expected to use a book-style design that opens to provide a much larger display. Its price could reportedly exceed $2,000, putting it well above Apple's traditional flagship iPhone pricing.That high price could make the foldable iPhone a luxury product aimed at consumers who want Apple's newest technology rather than a mainstream replacement for the regular iPhone.iPhone 18 Pro and iPhone 18 Pro Max are also expectedFor shoppers who have no interest in a foldable phone, Apple is expected to introduce the iPhone 18 Pro and iPhone 18 Pro Max. Reports suggest these models will retain the general design language of their predecessors while receiving internal and camera improvements.Interestingly, the standard iPhone 18 is not expected at the September event. Apple appears to be changing its traditional release schedule, with the regular iPhone 18, iPhone 18e and a second-generation iPhone Air reportedly moving to spring 2027.New Apple Watch and AirPods could join the iPhone lineupThe Apple Watch could also get attention during the September 9 event. Reports point to a new Apple Watch Series 12, with possible new health-related features and premium design options. New AirPods are also expected, although the highly anticipated camera-equipped AirPods may not arrive until later.Apple could also use the event to preview or announce additional hardware and software updates, although the iPhone lineup is expected to remain the main attraction.John Ternus takes over for Tim CookPerhaps just as important as the hardware is the person presenting it. John Ternus became Apple CEO on September 1, succeeding Tim Cook, making the September 9 launch his first major product event as the company's leader.Ternus, a longtime Apple hardware executive, inherits a company with enormous expectations surrounding its next generation of products. His first major launch comes at a particularly interesting moment, as Apple faces pressure to demonstrate innovation in areas such as foldable phones and artificial intelligence.