Apple holds its biggest product event of the year on Wednesday, September 9, at 10am PDT / 1pm EDT at Apple Park in Cupertino. The “Surprise and Shine” keynote will be livestreamed on Apple’s website, the Apple TV app, and YouTube. It is also the first major launch under new CEO John Ternus.
The company is expected to skip a standard iPhone 18 this fall and instead focus on premium hardware: the iPhone 18 Pro, iPhone 18 Pro Max, and its first foldable iPhone, widely referred to as the iPhone Ultra. New Apple Watch models are also on the docket. The base iPhone 18 and a follow-up iPhone Air are rumored for spring 2027.
The foldable is the main actThe long-awaited foldable is expected to use a book-style design: a compact phone when closed and a larger tablet-like screen when opened. Reports describe an outer display around 5.5 inches and an inner display of about 7.8 inches. Pricing is expected to start above $2,000.
Rumored details include Apple’s A20 Pro chip, an in-house modem, Touch ID instead of Face ID on at least some reports, and a hinge designed to reduce the crease that has defined earlier foldables. Camera setup is expected to be more limited than the Pro models, with some reports saying there will be no dedicated telephoto lens. If Apple pulls it off, this would be the first major iPhone form-factor change in nearly two decades.
iPhone 18 Pro and Pro Max stay the volume play
The Pro and Pro Max are expected to look similar to last year’s models, with most of the work happening inside. Anticipated upgrades include the A20 Pro processor, better thermal design, improved battery life, and camera refinements. Some reports point to a smaller Dynamic Island and new color options. The Pro Max may get the larger battery and extra cooling.
Apple appears to be splitting its iPhone calendar: high-end and experimental devices in September, more affordable models later. That would keep this week’s stage focused on the products with the highest prices and the most novelty.
Watches and the rest of the lineup
Apple Watch Series 12 and Apple Watch Ultra 4 are widely expected. Typical September extras such as new AirPods could appear, though camera-equipped AirPods Pro rumors have been less consistent for this date. Macs and iPads are more likely later in the fall. Software release windows for iOS 27 and related updates usually get mentioned as well.
Why this event matters
Ternus takes the stage after years as Apple’s hardware chief. The company has spent much of the past decade refining existing lines. A foldable iPhone, a narrower fall phone lineup, and a new CEO on the same day add up to more than a routine refresh. Whether the foldable becomes a mainstream product or a high-priced niche will be one of the first real tests of the next chapter.
MacDailyNews Note: Watch the stream Wednesday at 10am PDT / 1pm EDT here and check our home page tomorrow for the link to our live coverage.
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