Apple has officially set September 9 as the date for its next product showcase, unveiling the iPhone 18 Pro lineup alongside the company’s first foldable iPhone. The invitation carries the theme “Surprise and Shine,” featuring a glowing Apple logo and sunlit imagery. The event will begin at 10 a.m. Pacific at Apple Park, and the presentation will be live-streamed globally.
What’s Expected: New Phones and More
The headline devices are the iPhone 18 Pro and iPhone 18 Pro Max, targeting upgrades in display tech, camera systems, and connectivity rather than major design overhauls. Key rumored improvements include a variable-aperture main camera, a smaller Dynamic Island cutout, and a new C2 cellular modem. Apple may introduce four color options: dark cherry, black, silver, and light blue. A standard iPhone model is reportedly absent from this fall’s launch, with models such as the iPhone 18, iPhone 18e, and iPhone Air 2 expected in spring 2027 instead.
The major surprise is the foldable iPhone—tentatively called the iPhone Ultra—with a book-style design. The outside display is expected to measure between 5.3 and 5.5 inches, expanding to an inner display around 7.6 to 7.8 inches when opened. Materials may include a titanium frame and a virtually crease-free screen. Biometric features could shift to integrating Touch ID into the power button, perhaps alongside two front cameras and a dual-camera setup on the back. Pricing is projected to start around $1,999, with higher-tier configurations possibly reaching $2,500.
Other New Gear and Leadership Shift
Alongside the phones, Apple is expected to refresh its Apple Watch line with the Series 12 and Ultra 4 models. These updates are thought to focus on internal improvements—processors and health sensors—rather than external design changes. No new Apple Watch SE is anticipated at this event. One AirPods model—AirPods 5—is expected now, while Pro-level AirPods with advanced Visual Intelligence aren’t likely until next year. Surface-level Mac hardware includes the newly announced Mac mini and Mac Studio, both scheduled to hit shelves around September 22.
Leadership is shifting behind the scenes: John Ternus will assume the role of CEO on September 1, with Tim Cook stepping into executive chairman duties. The September 9 event thus also marks the start of a new chapter for Apple’s executive leadership.
Watch the event on apple.com, Apple’s YouTube channel, or the Apple TV app—Apple plans a polished, prerecorded presentation from Cupertino. Media presence is expected on-site at Apple Park.
People tuning in should expect Apple to reveal more than just refreshed Pro phones; this event likely signals the company’s boldest hardware launch in years with its first foldable device.
What this means: The foldable iPhone could redefine Apple’s mobile lineup, offering a major differentiator at the premium end—if the rumors hold true. If Apple nails practical durability, polish, and price, this could reshape how users think about phones. Key things to watch: how real the “virtual-crease-free” screen is, whether Touch ID can coexist well with Face ID or replace it, and how Apple prices the Ultra against competitors. It’s poised to be a big moment.
