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Apple launches longest device release spree starting Sept 9 event, unveiling new iPhones and more.

Market News
04 Sep 2026
PYMNTS
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Bullish
Apple launches longest device release spree starting Sept 9 event, unveiling new iPhones and more.

Apple will begin its longest series of device releases in company history with the 'Surprise and Shine' event on September 9, 2026. The rollout will extend through 2029 and beyond, featuring new product categories including foldable iPhones, smart home hubs, AirPods with cameras, smart glasses, and advanced AR devices. This wave of innovation coincides with John Ternus taking over as CEO from Tim Cook, highlighting a new era for Apple. The event is expected to showcase the latest iPhones and Apple Watches, setting the stage for years of continuous product launches and technological advancements.

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