Apple’s new product announcement event will begin on Thursday, September 10th at 2:00 a.m. Japan time.
The event name is “Good morning world.” in Japanese and “Surprise and shine.” in English. The introduction of the foldable iPhone “iPhone Ultra” is likely, and it is attracting more attention than usual.
Anyone can watch for free. We have summarized the viewing methods you should know before watching, and the products that are expected to be announced.
Viewing is free, and you can choose from 3 ways
The event will start at 2:00 a.m. on Thursday, September 10th Japan time, and 10:00 a.m. on September 9th local time. It will be late at night, so you won’t have to rush if you get ready before going to bed.
There are two options listed by Apple on their official website:
- Apple’s event page (viewable directly in your browser)
- Apple TV app (can be viewed on iPhone, iPad, Mac, and Apple TV)
In addition, reservation slots for live streaming are also available on Apple’s official YouTube channel. The estimated start time is 2 a.m., which is consistent with Apple’s guidance.
Click here for the YouTube streaming page (if you press “Notify me” before the start, you will be notified when it starts)
You can watch on your computer or smartphone, and no advance registration or fees are required. Even if you want to watch it the next morning, the archive is always available in the same location.
Products expected to be announced
According to a report by US media MacRumors, the following products are expected to be announced at this event (Apple to release 8 new products in September).
- iPhone18 Pro
- iPhone18 Pro Max
- iPhone Ultra (folding iPhone)
- Apple Watch Series 12
- Apple Watch Ultra 4
- AirPods 5
The biggest draw is the iPhone Ultra. It is Apple’s first folding iPhone, and some say the price will exceed 350,000 yen.
However, the name has not been finalized. A theory has emerged that it may be the “iPhone Duo” based on the case manufacturer’s posting, and this will only become clear with the announcement on the day.
The likely release date for the iPhone Ultra is September 18th (Friday), the same as other models, but there is a view that initial production numbers will be limited, so it may be difficult to obtain.
The iPhone 18 Pro has five new camera functions discovered through code analysis of iOS 27, and improvements in the shooting area are expected.
Apple Watch is rumored to have enhanced health functions in Series 12 and Ultra 4. AirPods appears to be the 5th generation.
Products not expected to be released this year
On the other hand, the standard models iPhone 18, iPhone 18e, and iPhone Air 2 will not be released in September this year, but are expected to be released in spring 2027. Apple Watch SE also reportedly won’t be updated this year.
This is a big change this year, as in previous years the standard model was also announced at the same time. If you are thinking of upgrading to the standard model, please be aware that the waiting period will be longer.
After the announcement, reservations are expected to be accepted on Friday, September 11th, and release will be on Friday, September 18th.
This year’s focus is on the new CEO’s first stage
In addition to products, there are other highlights unique to this year. This is the first major event for CEO John Ternus, who took office in September.
Furthermore, it is reported that Tim Cook is not expected to appear in the announcement video. Mr. Cook, who has been opening the event for many years, will not be present.
Mr. Cook has always started each event by saying, “Good Morning!” Will Mr. Tarnas continue this trend, or will he take a completely different approach? The first comment may be the most interesting thing this year, including the fact that the event name in Japanese is “Good Morning World.”
Regarding the price of the iPhone Ultra, we are conducting a survey asking readers how much they can afford. This question can only be answered now before the announcement is made, so please join us if you’d like.
Source: Apple
Source: iPhone Mania
