The announced lineup
iPhone 18 Pro and Pro Max introduce A20 Pro and a variable-aperture main camera. Apple also introduced iPhone Duo, its first foldable iPhone, with a 7.6-inch inner display and a 5.4-inch outer display.
Apple Watch Series 12 and Ultra 4 add a new Health Sensing System. AirPods 5 complete the announced lineup. Product and software availability varies by market, device and language; an announcement does not mean every feature is available immediately.
Apple Event · 2026
Confirmed products and launch schedule
The timeline records the past presentation; the lists summarize Apple’s published announcements.
Times in your selected timezone
UTCSep 9, 1:30 PM
Regular trading opened
NYSE and Nasdaq opened the regular session.
Sep 9, 5:00 PM
Apple event began
10 AM Pacific / 1 PM Eastern.
Sep 9, 8:00 PM
Regular trading closed
The regular session ended three hours after the start.
Officially announced
The timeline records the past presentation; the lists summarize Apple’s published announcements.
- iPhone 18 Pro and Pro Max
- iPhone Duo, Apple’s first foldable iPhone
- Apple Watch Series 12, Ultra 4 and AirPods 5
Availability announced by Apple
Dates apply to the launch markets specified by Apple. Other markets and features may follow different schedules.
- Pro: preorders September 12; availability September 18
- Duo: preorders October 16; availability October 23 in first markets
- AirPods 5: preorders opened September 9; in stores September 18
Dates apply to the launch markets specified by Apple. Other markets and features may follow different schedules.
Separate the launch calendar from business results
The Pro models begin availability September 18, while iPhone Duo follows October 23 in the first launch markets. The different dates matter when assessing when customers can buy each product.
The event establishes products and schedules, not realized demand, sales or margins. AAPL’s subsequent performance should be assessed using market data and later financial disclosures, rather than inferred from the product announcements.
Official releases and replay
What to follow after the presentation
01
Preorders and availability
Pro preorders begin September 12. Duo preorders begin October 16, ahead of its October 23 launch. Confirm local availability before comparing regions.
02
Software rollout
Separate hardware availability from software and language support. Apple’s feature requirements remain the reference for what works at launch.
03
Demand and financial results
Delivery estimates and later reported results can add context. Product specifications alone do not establish sales volume or a stock-price reaction.
Apple September event recap FAQ
What did Apple announce?
iPhone 18 Pro and Pro Max, iPhone Duo, Apple Watch Series 12 and Ultra 4, and AirPods 5 were announced. The official releases are linked below.
When do the new iPhones go on sale?
In the first launch markets, Pro preorders start September 12 with availability September 18. Duo preorders start October 16 with availability October 23; further markets follow October 30.
Was the U.S. stock market open?
Yes. The event began September 9 at 1 PM ET, during the regular 9:30 AM–4 PM NYSE and Nasdaq session. The timeline records that past event.
Where can I watch the replay?
Apple provides the September 9 event recording on its official Apple Events page, linked with the product announcements.