Apple has officially locked in September 9 for one of the most consequential product launches in its recent history. The US tech giant will host its annual event at the Steve Jobs Theater in Cupertino, California — and it isn't just another iPhone reveal. It marks the first major product moment under new chief executive John Ternus, the debut of Apple's long-rumoured foldable iPhone, and the arrival of the iPhone 18 Pro line. Three big announcements. One stage. One evening that could reshape the smartphone landscape.
The event will be the first major product launch under John Ternus, who takes over as chief executive on September 1, succeeding Tim Cook. That leadership transition alone gives September 9 a symbolic heft beyond the products themselves. Every keyword Ternus uses, every product he demos and every design philosophy he emphasises will be scrutinised as a signal of the direction Apple takes over the next decade.
Apple's Senior Vice President of Worldwide Marketing, Greg Joswiak, set the mood with a characteristically playful post on X: "Surprise and shine! It's almost time for the #AppleEvent, on Wednesday, September 9!"
iPhone 18 Pro and 18 Pro Max: Refinement, Not Reinvention
The iPhone 18 Pro and iPhone 18 Pro Max are expected to headline the traditional smartphone announcements at the event. Reports suggest these devices will be relatively iterative upgrades rather than a full redesign. Under the hood, they are likely to be powered by the new A20 Pro chip built on a 2nm manufacturing process, paired with Apple's own C2 modem — a continuation of the company's aggressive push toward vertically integrated silicon.
Camera upgrades remain a major focus. The iPhone 18 Pro Max is expected to introduce a variable-aperture main camera, offering greater creative flexibility for photographers. Apple is also reportedly working on under-display Face ID technology — one of those quiet, structural upgrades that could redefine the front of the iPhone in coming years.
Notably, the standard iPhone 18, iPhone 18e and iPhone Air 2 are not part of this September's line-up. Those models are expected to be unveiled in the first half of 2027 — a strategic split that lets Apple stagger its release cycle and keep momentum going through the year.
The Big Reveal: Apple's First Foldable iPhone
The most talked-about product of the night will almost certainly be Apple's long-anticipated foldable iPhone, which could carry the "iPhone Ultra" name. Reports suggest it will adopt a book-style foldable design with an internal display of roughly 7.8 inches and an external screen of about 5.5 inches — placing it in direct competition with Samsung's Galaxy Z Fold and Google's Pixel Fold line-ups.
Design-wise, the foldable is expected to feature an under-display camera on the inner screen and a punch-hole camera on the outer display — bringing a more polished, less intrusive look than most existing foldables. Reports also indicate a dual-camera setup on the rear, comprising a primary lens and an ultra-wide-angle module. Interestingly, the device is likely to see the return of Touch ID to the iPhone — a nostalgic yet functionally useful move for a foldable form factor.
Early pricing estimates position the foldable at the top of Apple's lineup, with some reports pointing to a starting price of around $2,000. If accurate, that would establish "iPhone Ultra" as the most expensive iPhone Apple has ever sold — a deliberate ultra-premium positioning aimed at the same segment that fuels Vision Pro and top-tier MacBook Pro sales.
Why It Matters
Apple's entry into the foldable category is more than just a product launch. It marks a category shift for the world's most influential smartphone brand. For years, foldables have been dominated by Samsung and, more recently, Chinese manufacturers. Apple's arrival will legitimise the category for millions of previously hesitant consumers and instantly reset the competitive bar on hinge design, display durability, software optimisation and app-ecosystem support.
Beyond the iPhone: Watches, AirPods and AI
The September event isn't going to end with phones. Apple is also expected to refresh its smartwatch lineup, continuing its steady incremental push in wearable health and performance tracking. Perhaps more strikingly, the new generation of AirPods Pro is likely to be unveiled with camera-equipped earbuds. These cameras could work with Apple's Visual Intelligence features, allowing the system to interpret objects and surroundings — potentially transforming AirPods from an audio product into a spatial and contextual AI device.
Industry Impact
For competitors — Samsung, Google, Xiaomi, Honor, OnePlus — Apple's foldable arrival will force strategic recalibration on pricing, marketing and product timelines. For app developers, it means preparing for a whole new class of iOS form factors. For carriers and retailers, it means restructured launch quotas, financing plans and premium tier segmentation. And for the broader smartphone market, it likely signals the beginning of a more decisive shift toward foldable as a mainstream premium category.
The Bigger Picture
September 9 is shaping up to be one of the most defining Apple events in years. A new CEO, a new product category, a top-tier iPhone refresh, and rumoured breakthroughs across watches and audio — it's the kind of stage-setting moment that Apple hasn't had since the original iPhone launch reshaped mobile. Whether the "iPhone Ultra" becomes the next iconic Apple product or a bold experiment in a fast-evolving segment, one thing is clear: the smartphone world will be watching Cupertino very, very closely.
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