Apple to unveil new iPhones at the 'Surprise and Shine' event on September 9

'Surprise and Shine' Event

According to НВ — Техно: Apple has confirmed the hosting of an event titled 'Surprise and Shine' to take place on September 9. At this event, the company will unveil new models of the iPhone, including the foldable iPhone Ultra and iPhone 18 Pro. Additionally, there may be presentations of other models such as:

• iPhone Air 2
• iPhone 18e
• base iPhone 18

These models could appear later, by spring 2027. The event will be the first under the leadership of new CEO John Ternus, who replaces Tim Cook on September 1.

The live stream of the event will be available on the Apple website and YouTube at 1:00 PM Eastern Time, which corresponds to 8:00 PM Kyiv time. The source of the report is Engadget. The iOS 27 code lays the foundation for a foldable device that can unfold into a tablet format, similar to the iPad Mini.

Artificial Intelligence and Product Updates

Apple is also making artificial intelligence the core of its devices. Topics related to Siri AI and Apple Intelligence will be discussed at the event. Notably, the company changed the format of the keynote at WWDC in June, focusing on the cross-platform ecosystem surrounding Siri AI. In this regard, Apple is negotiating with publishers about content payment for the new version of Siri, considering a payment model based on the frequency of content usage.

Additionally, Apple plans updates for the iPad, HomePod mini, Apple TV box, and smart display. Thus, the 'Surprise and Shine' event promises to be a significant milestone in the tech world, marking new stages in the company's development under the leadership of the new CEO.

The 'Surprise and Shine' event will not only be a platform for presenting new products but will also signal changes in the company’s strategy under the leadership of John Ternus. The implementation of artificial intelligence and new device form factors may indicate Apple's desire to remain a leader in the market and meet the demands of modern consumers.

This event could set the tone for future innovations in the company's products and influence competition in the tech sector.