The event starts at 1:00 PM ET, with U.S. markets open
Apple has scheduled its special event for September 9, 2026 at 10:00 AM Pacific Time. That is 1:00 PM in New York, three and a half hours after the opening bell and three hours before the regular close. The live panel above converts the start time to your selected timezone.
Apple says the event will stream on apple.com, Apple TV and YouTube Live. Its announcement uses the theme “Surprise and shine,” but it does not identify any product, model, price or preorder date. Those details remain unknown until Apple makes them public.
Apple Event · 2026
One event, three points in the U.S. trading day
The official start time lands near the middle of the regular NYSE and Nasdaq session. The chart shows timing only, not an expected move in AAPL.
Your selected timezone
UTCSep 9, 1:30 PM
Regular trading opens
NYSE and Nasdaq begin the cash session.
Sep 9, 5:00 PM
Apple event begins
10:00 AM Pacific Time, the only start time Apple has announced.
Sep 9, 8:00 PM
Regular trading closes
The closing bell comes three hours after the event starts.
Confirmed by Apple
These details come from Apple's event announcement and official viewing page.
- September 9 at 10:00 AM PT / 1:00 PM ET
- Streaming on apple.com, Apple TV and YouTube Live
- The official event theme is “Surprise and shine”
Not announced yet
These details should not be treated as facts before the event.
- Which products or model names will appear
- Prices, preorder dates and shipping dates
- How long the presentation will run
Source: Apple. Schedule checked August 31, 2026. Apple may update the event page or viewing details.
Why an Apple launch can matter during the trading day
AAPL is one of the largest stocks in the S&P 500 and Nasdaq-100, so a move in Apple shares can affect the major indexes. Companies in Apple's supply chain may also draw attention when the event clarifies product specifications, pricing or availability.
The schedule alone does not predict the market reaction. Investors may weigh the announced products against expectations, then focus on pricing, shipping dates and any comments about services or artificial intelligence. A favorable presentation does not guarantee that AAPL will rise.
Official Apple sources
What to check once the event begins
01
What Apple actually announces
Use the official presentation and newsroom releases to separate confirmed products and features from the reports published before the event.
02
Pricing and availability
Prices, preorder windows and first shipping dates can shape how investors assess demand and the timing of revenue.
03
Context around the launch
If Apple discusses services, AI features or regional availability, compare the exact language with what the company has already disclosed.
Apple event FAQ
When is the September 2026 Apple event?
It begins Wednesday, September 9 at 10:00 AM Pacific Time and 1:00 PM Eastern Time. The live panel above converts that start time to your timezone.
Will the U.S. stock market be open during the Apple event?
Yes. Regular NYSE and Nasdaq trading runs from 9:30 AM to 4:00 PM ET. The event starts at 1:00 PM ET, three and a half hours after the open.
What products will Apple announce?
Apple has not named any products in the official event notice. Product lists published elsewhere remain unconfirmed until Apple announces them.
Where can I watch the Apple event?
Apple says the event will stream on apple.com, Apple TV and YouTube Live. The official Apple Events page is linked above.
How long will the Apple event last?
Apple has announced the start time but not an official end time. Calendar duration should therefore be treated as a planning estimate, not a confirmed running time.
Will this page be updated after the event?
Yes. After Apple publishes its releases, the page can be updated with the announced products, official prices and availability dates rather than pre-event speculation.