Apple to Debut iPhone 18 Pro and First Foldable iPhone on September 9

Apple has officially announced that its next product launch event will take place on September 9 at 10 a.m. PT at Apple Park in Cupertino, California, according to 9to5mac. The keynote carries the tagline Surprise and shine and will feature an in-person gathering for press alongside a livestream available on apple.com, YouTube, and the Apple TV app, as reported by GSMArena.com.

Apple Schedules September 9 Event for iPhone 18 Pro and First Foldable

The presentation is expected to be headlined by the iPhone 18 Pro and iPhone 18 Pro Max, alongside Apple’s long-anticipated entry into the foldable smartphone market. Unlike previous autumn product cycles, Apple is not expected to introduce a standard iPhone 18 at this event; instead, reports indicate that the regular iPhone 18, the iPhone 18e, and a second-generation iPhone Air may follow in spring 2027.

Leadership Transition Under New CEO John Ternus

The September 9 showcase will mark a significant milestone in corporate leadership as the first major product launch led by incoming CEO John Ternus. Ternus is scheduled to take over as chief executive on September 1, succeeding Tim Cook, who will transition to the role of executive chairman after serving as CEO since 2011, according to details published by 91mobiles.

Apple to Debut iPhone 18 Pro and First Foldable iPhone on September 9 — Photo: 9to5mac

Expected Features of the iPhone 18 Pro Series

The iPhone 18 Pro and iPhone 18 Pro Max are expected to maintain a general design and display size similar to their predecessors, focusing performance upgrades on internal hardware and camera technology rather than a complete physical redesign. Rumoured enhancements include Apple’s next-generation 2nm A20 Pro chip, a smaller Dynamic Island, and the new C2 cellular modem. Additionally, the iPhone 18 Pro Max is expected to feature a 48MP main rear camera with a variable aperture, while colour options are anticipated to include dark cherry, black, silver, and light blue.

The Debut of Apple’s First Foldable iPhone

The most prominent attraction of the event is expected to be Apple’s first foldable iPhone, which industry reports suggest may carry the name iPhone Ultra. Designed with a book-style form factor similar to Samsung’s Galaxy Z Fold 8, the device is rumoured to feature an outer cover display measuring between 5.3 and 5.5 inches and an internal OLED screen measuring between 7.6 and 7.8 inches with a 4:3 aspect ratio.

Additional reported specifications for the foldable device include a titanium frame, an ultra-thin hinge system, a virtually crease-free display, and Touch ID integrated into the power button instead of Face ID. Market analysts and estimates place the anticipated starting price for the foldable device around $2,000, with certain configurations potentially reaching $2,500 or higher, positioning it as Apple’s most expensive iPhone to date. Market research firm IDC projects that Apple could ship more than 10 million foldable units in its first year, potentially capturing roughly 40 percent of global foldable shipments by 2027.

Additional Hardware and Software Expectations

In addition to the new smartphones, Apple is expected to reveal updated wearable devices, including the Apple Watch Series 12 and Apple Watch Ultra 4, with a focus on new processors and health upgrades. The presentation may also bring updates to AirPods, release dates for upcoming software platforms including iOS 27, iPadOS 27, and macOS Golden Gate, and potential smart-home hardware announcements.