Apple's biggest hardware event of 2026 takes place today

Apple holds its annual September hardware event today, September 9, at 10AM Pacific, 1PM Eastern and 7PM Central European Summer Time. The presentation is particularly significant because it is expected to be the first major product keynote led by new CEO John Ternus after Tim Cook's transition from the chief executive role. Apple has confirmed the event itself but, as usual, has not officially detailed the products beforehand.

Reliable reporting expects new iPhone 18 Pro models, new Apple Watches and potentially Apple's first foldable iPhone. The presentation can be watched through Apple's website, YouTube and the Apple TV app. This year's event arrives against unusually strong competitive pressure. Huawei and Xiaomi launched ambitious foldables just days earlier, while Samsung, Motorola and Google already have years of folding-phone experience.

If Apple does enter the category today, the question will not simply be whether its hardware is impressive, but whether it can turn foldables from a premium niche into something a much broader audience understands and wants.