Apple 'Surprise and Shine' Event Day: New CEO John Ternus Takes the Stage With iPhone Ultra, Watch Series 12, Ultra 4, and AirPods 5

Today is the day. Apple's "Surprise and Shine" event kicks off at 10am PT on September 9, 2026, and for the first time in over a decade, someone other than Tim Cook will headline the keynote. John Ternus, who succeeded Cook as CEO on September 1, takes the stage for his first product launch event. For wearable buyers, this event is packed — here's what to focus on.

Apple Watch Series 12: What to Watch For

The Apple Watch Series 12 is expected to be the biggest upgrade in years. Leaks point to a new T8320 chip ending three generations on the same silicon, a standalone Readiness app that brings Whoop/Oura-style daily readiness scores to watchOS 27, and 128GB storage — doubled from the current 64GB. The return of ceramic cases in white and dark gray marks the first ceramic Apple Watch since Series 3 in 2017. Continuous all-day heart rate monitoring rounds out the health upgrades. Pricing is expected to start at $429, up from $399 for the Series 11. Read our full leak breakdown for details on all four new features.

Apple Watch Ultra 4: Thinner, Smarter, Blood Pressure?

The Apple Watch Ultra 4 is rumored to feature a 10-15% thinner titanium case without sacrificing battery life, along with doubled sensors for improved health tracking accuracy. The most exciting possibility is blood pressure notifications, though this feature is still under FDA review and may launch as a software update after the initial release. Expected pricing is $799, matching the Ultra 3. Check current Apple Watch Ultra 3 prices — they're likely to drop once Ultra 4 is official.

AirPods 5: H3 Chip, No Cameras Yet

Apple is expected to announce two AirPods 5 models: a standard version around $129 and an ANC model around $179. Both will feature the H3 chip with improved spatial audio processing, better noise cancellation on the ANC model, and new volume controls built into the buds themselves. The much-rumored camera-equipped AirPods have been confirmed delayed to 2027. Read our complete AirPods 5 rumor roundup for the full picture.

iPhone Ultra: The Foldable at $2,199

The headline product of the event is the iPhone Ultra, Apple's first foldable phone. Featuring a book-style design with an A20 Pro chip, the iPhone Ultra is expected to start at $2,199 — making it Apple's most expensive iPhone ever. Initial supply will be extremely limited, with some analysts predicting multi-week shipping delays at launch.

What Buyers Should Do Right Now

The smartest move is to wait until after the event before making any wearable purchase. Once new products are announced, current-generation devices typically see immediate price drops. The Apple Watch Series 11 could drop $50-100 within days. If you're shopping for wearables, bookmark our smartwatch guide and wireless earbuds guide — we'll update pricing as soon as the event concludes.