Apple has officially announced its next major product event, where it will unveil the iPhone 18 Pro lineup and its highly anticipated first foldable device. The event is scheduled for September 9 at 10 am, PT, under the tagline “Surprise and shine.”
What to Expect from Apple’s Fall Showcase
This year, Apple is shifting its hardware rollout by splitting its annual iPhone launch. While the iPhone 18 Pro and iPhone 18 Pro Max take center stage alongside the new iPhone Ultra, standard models like the iPhone 18 are expected in spring 2027. Upgrades for the Pro models focus on a variable-aperture Main camera, a smaller Dynamic Island, and the custom C2 cellular modem.
The Groundbreaking Foldable iPhone Ultra
The crown jewel of the event will be Apple‘s first foldable phone, heavily rumored to debut as the iPhone Ultra. Featuring a book-style design with an outer display ranging from 5.3 to 5.5 inches and an inner screen between 7.6 and 7.8 inches, it aims to redefine foldable tech. With a titanium frame and a virtually crease-free screen, analysts estimate a starting price of around $1,999, potentially reaching $2,500 for higher configurations.
Leadership Transition and Other Devices
The September showcase also marks a historic leadership shift, with John Ternus stepping in as Apple CEO on September 1, while Tim Cook transitions to executive chairman. Additionally, attendees can expect updates to the Apple Watch Series 12 and Apple Watch Ultra 4, alongside new AirPods 5, rounding out a massive autumn ecosystem update.
