Apple’s “Surprise and Shine” event takes place today at 10am PT, marking John Ternus’s first major event as CEO. Apple announced the special event through its official channels for September 9, 2026.
The company will stream the presentation through its website, Apple TV, and YouTube Live worldwide. The “Surprise and Shine” event represents an important moment following Tim Cook’s departure.
Ternus became Apple’s chief executive on September 1, succeeding Cook after his long leadership period. Before becoming CEO, Ternus served as Apple’s senior vice president of Hardware Engineering. His background gives the event additional importance because he helped oversee major product development projects.
Industry watchers expect Apple to unveil several new products during the highly anticipated presentation. The iPhone 18 Pro and iPhone 18 Pro Max remain among the biggest expected announcements. Apple could also introduce its first foldable iPhone, although the company has not confirmed those reports.
Meanwhile, Apple may showcase new Apple Watch models and updates involving its AirPods lineup. Artificial intelligence could also feature prominently as Apple expands its Apple Intelligence strategy.
The event could establish Ternus’s priorities while presenting Apple’s latest hardware and software direction. Consumers will get a first look at products expected to shape Apple’s next product cycle.
Investors will also watch closely as Ternus begins defining his leadership approach at the technology giant. Apple faces growing competition across smartphones, artificial intelligence, wearables, and emerging device categories.
Consequently, today’s announcements could influence how Apple responds to those challenges. The “Surprise and Shine” event begins at 10am PT, giving fans a major technology showcase.
Viewers can follow the livestream through Apple’s official platforms and watch announcements as they happen. Ternus now steps onto Apple’s biggest product stage for the first time as chief executive. His debut event could signal a new chapter for one of technology’s most influential companies.
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