Apple Event September 2026: everything expected at the keynote

When is the Apple keynote event? 

It will take place on either Tuesday 8 or Wednesday 9 September. The keynote tends to start at 10 AM Pacific Time (which is 6 PM BST) and can be streamed via the Apple website or official YouTube page. 

What iPhones will Apple announce at the September 2026 event, and what kind of prices?

Apple will almost certainly be unveiling the new iPhone 18 Pro and iPhone 18 Pro Max. Some rumours suggest the iPhone 18 Pro Max could launch with a price tag exceeding $1,600, while the iPhone 18 Pro regular version is backed by the Wall Street Journal to cost around $1,300, which is $200 more than what the iPhone 17 Pro launched at. “Price increases are unavoidable,” the outgoing Apple CEO Tim Cook said in a June 2026 interview, citing the global RAM shortage as one of the key reasons behind a looming rise. 

What about the Apple Watch?

There will also likely be a new generation of Apple Watch Series 12 wearables unveiled; these will, according to leaks, feature new chips capable of up to 38-hour battery life as well as Touch ID. If you're weighing up whether a new wearable is worth it this year, our rundown of the best Apple Watch models currently available is a good place to start. 

Will the iPhone Fold be announced at Apple's 2026 event, and what will it cost?

Speculation is rife that the iPhone Fold will finally be unveiled after years of buzz. It would be a radical departure from Apple in terms of smartphone design. Rumoured to be called the iPhone Ultra and launching at $2,000, it will likely have ultra-thin glass for seamless folding. Meanwhile, Mac Rumours claimed a foldable iPhone would have a battery in the 4,800 to 5,000 mAh range (up to 1.5–2 days of moderate use), making it the largest battery capacity Apple has used in an iPhone yet. It is unclear if this battery will be easy to replace, while Samsung currently has more affordable foldable options if you don’t fancy forking out on an Ultra. 

Is the base iPhone 18 coming in September or later?

The base iPhone 18 and iPhone 18e won’t be announced until September 2027, with an expected launch in Spring 2027. Its price should be closer to $900. 

What are the biggest iPhone 18 Pro upgrades expected? 

Some of the biggest new features include a smaller dynamic island, a 48-megapixel variable aperture camera, and an A20 Pro Chip that offers many power efficiency gains. And, thanks to its new C2 Modem, the iPhone 18 Pro can connect to 5G via satellite, which means 5G web browsing without the need for cellular network or Wi-Fi connections. Finally, the iPhone 18 Pro series is rumoured to have the new colours of Dark Cherry and Light Blue and a 10% bigger battery than the iPhone 17 Pro had. 

Should I wait for the Apple event or buy an iPhone now?

Despite a global cost of living crisis, the new range of iPhones are pricier than ever before and this won’t appeal to millions of people struggling with inflation. You’re better off keeping your old phone in circulation for longer or even buying a refurbished iPhone from Back Market, which is the more sustainable option. The more expensive Apple’s line-up gets, the better idea it is perhaps to Trade-in your existing iPhone and get a refurbished, highly graded iPhone 17 or 16 Pro instead. Both deliver the same foundational experience, but at a fraction of the cost, and if you're not sure which model fits your needs then our guide can help you decide which iPhone is best suited to your needs before the keynote rush begins. And if prices do soar, you can’t say we didn’t warn you. 

The Apple Event 2026 is shaping up to be one of the most significant keynotes in years — not just because of what Apple will announce, but because of what it's going to cost. For most people, the smartest move isn't to rush to pre-order. It's to watch the event, weigh up the price hike, and decide if a refurbished iPhone 17 Pro or 16 Pro on Back Market doesn't give you 95% of the experience at a fraction of the price.