Apple has officially announced its next major product event, with the company set to unveil new hardware on Wednesday, September 9 under the tagline “Surprise and shine.”
The event is expected to focus heavily on the iPhone 18 Pro lineup and Apple’s first-ever foldable iPhone, making it one of the company’s most significant September keynotes in years.
Apple is expected to announce the iPhone 18 Pro and iPhone 18 Pro Max, both of which are rumored to keep a similar overall design to the current iPhone 17 Pro models. The biggest upgrades are expected to include a variable-aperture Main camera, a smaller Dynamic Island, Apple’s next-generation C2 modem, and new color options including dark cherry, black, silver, and light blue.
The headline announcement, however, is expected to be Apple’s first foldable iPhone. Rumored to launch as iPhone Ultra, the device is expected to feature a book-style folding design with an outer display of around 5.3 to 5.5 inches and a larger inner display of around 7.6 to 7.8 inches. Reports suggest it could use a titanium frame, Touch ID in the power button, and a dual-camera system.
This year’s iPhone launch may also look different from previous years, with the standard iPhone 18, iPhone 18e, and iPhone Air 2 not expected until spring 2027.
Apple is also expected to introduce the Apple Watch Series 12 and Apple Watch Ultra 4, likely with faster chips and health-focused improvements rather than major redesigns. AirPods 5 could also make an appearance, potentially arriving in two versions, including one with Active Noise Cancellation.
The event will also be notable as Apple’s first major iPhone keynote under John Ternus, who is set to take over as CEO on September 1, with Tim Cook moving to Executive Chairman.
Apple’s “Surprise and shine” event will take place on September 9 at 10:00 a.m. PT, which is 6:00 p.m. in the UK, and will be available to watch on Apple’s website, YouTube, and the Apple TV app.