Apple has scheduled its next major product event for September 9, placing the company’s annual iPhone launch firmly on the calendar amid growing expectations of its first foldable smartphone.
The event, carrying the theme “Surprise and shine,” will begin at 10 am Pacific Time, or 10:30 pm in India. It will take place at the Steve Jobs Theater in Apple Park and will be streamed through Apple’s website and other official viewing platforms.
Apple has confirmed the event’s date and theme but has not disclosed which products will be presented. Reports point to the iPhone 18 Pro, iPhone 18 Pro Max and a long-awaited foldable model as the most likely announcements.
The launch will also be Apple’s first major product showcase under John Ternus, who is set to take over as chief executive on September 1. Tim Cook will move into the role of executive chairman after leading the company since 2011.
Foldable iPhone Could Lead the Event
The expected foldable iPhone is attracting the most attention because it would introduce a new form factor to Apple’s smartphone range.
Apple has not confirmed the device, its name or its technical specifications. Industry reports have referred to it as the iPhone Ultra, although that branding remains unverified.
The phone is expected to use a book-style design that opens into a small tablet-sized display. Reports have suggested that its unfolded screen could be similar in size to an iPad mini, placing it in direct competition with Samsung’s Galaxy Z Fold range.
Other leaked details include a display designed to reduce the visibility of the central crease and the possible use of Touch ID instead of Face ID. None of these features has been announced by Apple and should be treated as speculation until the September presentation.
Pricing is also unknown. The device is widely expected to sit above Apple’s existing Pro Max models, with some reports suggesting a price exceeding $2,000. Apple has not issued any pricing guidance.
The entry into foldable smartphones would be significant because Apple has so far remained outside a category served by Samsung, Google, Honor, Motorola, Vivo and several Chinese manufacturers.
Apple often waits for newer hardware formats to mature before entering them. Its eventual participation could expand consumer interest in foldables and encourage developers to create more applications designed for screens that change size.
iPhone 18 Pro Models Also Expected
The September event is also expected to introduce the iPhone 18 Pro series.
Reports indicate that Apple may announce the iPhone 18 Pro and iPhone 18 Pro Max while delaying the standard iPhone 18 until 2027. Such a move would represent a departure from the company’s usual practice of launching its main iPhone range together each September.
The standard iPhone 18 could reportedly arrive alongside an iPhone 18e and another generation of the iPhone Air next year. Apple has not confirmed this staggered release strategy.
Technical information about the Pro models also remains unofficial. They are expected to receive a new processor, camera improvements and deeper integration with Apple Intelligence and Siri AI.
Apple previewed its next-generation Siri and wider Apple Intelligence updates during its June developer conference. The company said the new system would support more capable, context-aware assistance across its devices while maintaining its focus on privacy.
The September event could show how these software changes work with the latest iPhone hardware. However, Apple has not linked any specific AI feature exclusively to the unannounced phones.
New Apple Watch and AirPods models could also appear at the event, following the company’s usual September launch pattern. Details about these products have not been confirmed.
Apple Enters a Difficult Smartphone Market
The launch comes as the wider smartphone industry faces pressure from rising memory costs, supply constraints and weaker global shipments.
IDC expects worldwide smartphone shipments to record a steep decline during 2026. Foldable devices are performing better than the broader category, with shipments projected to increase 12.6% this year.
Apple’s arrival could accelerate that growth. IDC reportedly expects the company to ship more than 17 million foldable iPhones by the end of 2027, although actual sales will depend on pricing, availability and production capacity.
A foldable model could also help Apple increase the average selling price of its iPhone range. Premium devices carry higher prices and can support revenue even when overall unit growth is limited.
Apple will also enter a market where Samsung has several years of commercial experience. The South Korean company already offers both book-style and clamshell foldables and has refined the products across multiple generations.
Leadership Change Adds Significance
The September 9 Apple event will carry additional importance because of the company’s leadership transition.
Ternus previously served as Apple’s hardware engineering chief and has overseen development across major product lines. A foldable iPhone would become the first major hardware introduction associated with his period as chief executive.
Cook’s move to executive chairman means he will remain involved with the company, although responsibility for day-to-day leadership will pass to Ternus.
The transition comes as Apple faces the challenge of developing new growth areas beyond its established smartphone, computer and services businesses. Artificial intelligence, wearable products and new device formats will be central to that effort.
For now, only the September 9 date, event location and “Surprise and shine” theme are official. The foldable iPhone, Pro model names, specifications, prices and release plans remain expectations rather than confirmed launch details.
Apple’s presentation will determine whether the company is ready to make its biggest change to the iPhone’s physical design in years or whether the foldable model remains part of a later product roadmap.
Reference:
https://www.reuters.com/technology/apple-sets-sept-9-date-next-iphone-launch-event-2026-08-26/
