Apple has officially announced its next major product event, confirming that it will host a special keynote on Wednesday, September 9 at 10:00 a.m. Pacific Time, where the company is widely expected to unveil the iPhone 18 Pro, iPhone 18 Pro Max, and its first-ever foldable iPhone.
The event, carrying the tagline “Surprise and shine,” will be streamed online through Apple.com, the Apple TV app, and YouTube, with the presentation expected to be pre-recorded and members of the media attending from Apple Park in Cupertino, California.
Apple’s September event could be one of its biggest in years
This year’s iPhone event is expected to be one of Apple’s most significant September keynotes in recent memory, with the company rumored to be preparing a major shake-up to its iPhone lineup.
Rather than introducing a full family of standard and Pro models at the same time, Apple is expected to focus its September event on three premium iPhones: the iPhone 18 Pro, iPhone 18 Pro Max, and a brand-new foldable iPhone, rumored to launch under the iPhone Ultra name.
The standard iPhone 18, iPhone 18e, and iPhone Air 2 are not expected to be announced at the event, with reports suggesting Apple will instead launch those models separately in spring 2027 as part of a new split iPhone release strategy.
iPhone 18 Pro and iPhone 18 Pro Max expected
The iPhone 18 Pro and iPhone 18 Pro Max are expected to keep the same general design and display sizes as the current iPhone 17 Pro lineup, with Apple focusing this year’s upgrades on camera technology, display refinements, performance, and connectivity.
Rumors suggest the new Pro models could feature a variable-aperture Main camera, giving users greater control over depth of field and low-light performance. Apple is also expected to reduce the size of the Dynamic Island, making the display feel more immersive without introducing a full redesign.
The iPhone 18 Pro lineup is also rumored to include Apple’s next-generation C2 cellular modem, continuing the company’s move away from third-party modem suppliers and giving Apple more control over iPhone connectivity.
Color options could include dark cherry, black, silver, and light blue, with dark cherry expected to be the standout finish for this year’s Pro lineup.
Foldable iPhone could be called iPhone Ultra
The biggest announcement of the event is expected to be Apple’s first foldable iPhone.
Rumored to be called iPhone Ultra, the device is expected to use a book-style folding design, opening to reveal a larger inner display while also offering a smaller outside screen for everyday use when closed.
Reports have suggested the outer display could measure between 5.3 and 5.5 inches, while the inner folding display could measure between 7.6 and 7.8 inches, giving users an iPhone that can expand into something closer to a small iPad when opened.
The foldable iPhone is expected to feature a premium titanium design, an ultra-thin body, and a display engineered to minimize the crease that has become common on existing foldable phones.
Apple is also rumored to use Touch ID built into the power button instead of Face ID, likely because of the space and design challenges involved in creating a folding device. The phone is expected to include two front-facing cameras and a dual-camera system on the rear.
Pricing is likely to be one of the biggest talking points. The foldable iPhone is expected to become Apple’s most expensive iPhone ever, with most estimates pointing to a starting price of around $1,999, although some reports have suggested higher-end configurations could reach $2,500.
Apple Watch and AirPods updates also expected
Apple is also expected to unveil new Apple Watch models during the September event, including the Apple Watch Series 12 and Apple Watch Ultra 4.
Neither model is expected to receive a major redesign, with Apple instead likely to focus on faster processors, improved health and fitness tracking, and refinements to the overall experience. A new Apple Watch SE is not currently expected.
Apple could also announce AirPods 5, with reports suggesting the company may introduce two versions of its next entry-level earbuds, including one model with Active Noise Cancellation.
However, the rumored camera-equipped AirPods with Visual Intelligence are not expected until 2027 at the earliest, despite recent leaks pointing to Apple’s work on the technology.
New Macs already announced ahead of the event
Apple has already started its autumn hardware rollout, announcing a new Mac mini with M6 and M5 Pro chips, alongside a new Mac Studio with M5 Max and M5 Ultra.
Those machines are set to launch on September 22, meaning Apple’s September event is now expected to focus mainly on iPhone, Apple Watch, and AirPods rather than Mac hardware.
First iPhone event of the John Ternus era
This event will also be significant for Apple’s leadership.
John Ternus is set to take over as Apple CEO on September 1, with Tim Cook moving to the role of Executive Chairman. That means the September 9 event is expected to be the first major iPhone keynote of Apple’s new leadership era.
Cook has led Apple’s iPhone events since taking over as CEO in 2011, making this year’s event a major moment not only for Apple’s product lineup, but for the company’s future direction.
How to watch Apple’s September 9 event
Apple’s “Surprise and shine” event will take place on Wednesday, September 9 at 10:00 a.m. PT, which is 1:00 p.m. ET and 6:00 p.m. in the UK.
The event will be available to watch live on Apple.com, through the Apple TV app, and on YouTube.
With the iPhone 18 Pro, iPhone 18 Pro Max, and Apple’s first foldable iPhone expected to headline the show, Apple’s September 2026 event could become one of the company’s most closely watched launches in years.