Watch Apple 2026 event: Live Now; streaming of iPhone 18, Pro Max, Foldable Ultra Duo launch, price reveal, RAM variants

The Apple product launch kicked off at 10:30 pm (IST) at Apple’s headquarters in Cupertino, California. The event, titled “Surprise and shine”, began at 10:30 pm IST on September 9, Wednesday. iPhone 18 Pro and Pro Max have been released.

The event marked the first major Apple launch under new CEO John Ternus, who succeeded Tim Cook as chief executive on September 1.

Ternus, 51, joined Apple’s design team in 2001 and gradually rose through the ranks to head the engineering teams responsible for the company’s product portfolio, including the iPhone, one of Apple’s biggest revenue generators.

“I have spent much of my life with this company and I continue to be inspired every single day by the curiosity, invention, and relentless pursuit of excellence that define Apple. Our teams bring an incredible level of collaboration and care to everything they do. All in service of a mission that has guided us from the very beginning to make the best products in the world,” Ternus said.

“As we look ahead we see a future filled with enormous discovery and transformation. AI makes entirely new kinds of experiences possible. An AI can become even more useful when it brings together your lives with the apps, services, and products you use every day. This means the product at the center of your experiences becomes even more essential,” Ternus added.

Where to watch Apple event live?

Apple's launch event will be livestreamed through the company’s official website, Apple TV, the Apple Developer app and its YouTube channel.

iPhone 18 Pro, Pro Max launch expected

The biggest focus is expected to be on the iPhone 18 Pro and iPhone 18 Pro Max. Media reports ahead of the event suggest the Pro models could receive significant hardware and design upgrades.

However, Apple has not publicly confirmed the names, specifications, RAM configurations or prices of the devices before the event.

Apple’s first foldable iPhone: iPhone Ultra or iPhone Duo?

Another major expected announcement is Apple’s long-rumoured entry into the foldable smartphone market.

The device has been referred to in reports as the iPhone Ultra or iPhone Duo, although its final commercial name remains unconfirmed. Reports suggest it could feature a large internal display and a book-style folding design.

The foldable iPhone is also expected to be positioned as a premium device, with reports pointing to a price above $2,000 (nearly ₹1,90, 452).

Apple Watch Series 12, Ultra 4, AirPods 5

Alongside the iPhone lineup, Apple is expected to unveil the Apple Watch Series 12 and Apple Watch Ultra 4 at its September 9 event. According to Bloomberg, the upcoming watches could feature faster processors along with new health and fitness-focused capabilities. However, details about their pricing and possible design changes remain limited.

Apple is also reportedly preparing the AirPods 5, nearly two years after the launch of the AirPods 4 in 2024. The new entry-level earbuds could come with a higher starting price than their predecessor.

Meanwhile, the much-rumoured camera-equipped AirPods are not expected to be part of Wednesday's announcements. Reports indicate that Apple has pushed their launch timeline to 2027.

Price, colours and RAM variants

Apple is expected to reveal the official prices, storage options and colour variants during the event. Details about RAM configurations have also been widely discussed ahead of the launch, but Apple has not confirmed those specifications.