Apple is preparing for one of its most closely watched product events in years. The company’s September 9, 2026, event is expected to introduce the iPhone 18 Pro and iPhone 18 Pro Max, Apple’s long-rumored first foldable iPhone, new Apple Watch models and potentially updated AirPods and smart-home products.
The event is particularly significant because it will be the first major Apple product launch under new CEO John Ternus, who officially succeeded Tim Cook on September 1. Ternus previously served as Apple’s senior vice president of hardware engineering and has been closely involved with some of the company’s biggest hardware projects.
Apple has not publicly confirmed the complete product lineup ahead of the event, so several of the devices discussed below remain based on industry reports, leaks and analyst expectations. The biggest question, however, is clear: Will Apple finally enter the foldable smartphone market?
Apple September 9 Event: Date, Time and How to Watch
Apple’s “Surprise and Shine” event is scheduled for Wednesday, September 9, 2026, at 10:00 a.m. Pacific Time.
That translates to:
The event will take place at Apple Park in Cupertino, California, and viewers will be able to watch the livestream through Apple’s website, the Apple TV app and YouTube.
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For Apple, this will be more than another annual iPhone launch. The company is entering a new leadership era, while simultaneously preparing what could be its biggest hardware redesign in years.
John Ternus Takes Center Stage at Apple
The September event will mark the first major Apple product presentation since John Ternus became CEO.
Tim Cook stepped down after roughly 15 years as Apple’s chief executive and remains involved with the company as executive chairman. Ternus, who has spent more than two decades at Apple, takes over at a particularly important moment as the company faces growing competition in artificial intelligence, smartphones and foldable devices.
Ternus has a strong hardware background and has been associated with major Apple engineering projects, including the company’s transition to Apple silicon. His first major product event as CEO could therefore become an important indicator of Apple’s direction under the new leadership.
The timing is especially interesting because the biggest rumored product of the event is a completely new iPhone form factor.
Apple’s First Foldable iPhone Could Be the Biggest Announcement
The headline product could be Apple’s first foldable iPhone.
The device has been rumored under several names, including iPhone Ultra, iPhone Fold and other unofficial names. Apple has not confirmed what it will call the product.
According to recent reports, the foldable iPhone could use a book-style design, similar in concept to Samsung’s Galaxy Z Fold lineup. Instead of folding vertically like a traditional flip phone, the device would open sideways to provide a much larger internal display.
Reports suggest that the phone could feature a display of around 7.8 inches when fully opened, while the external display could measure approximately 5.5 inches.
When closed, the device is expected to have a relatively compact, passport-like shape. When opened, it could provide a tablet-style experience that sits between a traditional smartphone and an iPad mini.
That would give Apple an entirely new product category rather than simply another iPhone upgrade.
The Foldable iPhone Could Cost More Than $2,000
One of the biggest barriers to the foldable iPhone could be its price.
Multiple reports have suggested that Apple’s first foldable phone could start at around $2,000 or potentially considerably higher, positioning it far above the standard iPhone lineup. Reuters reported that expectations around the device’s price have climbed above $2,500 in some forecasts.
Apple would likely position the device as an ultra-premium product aimed at customers who want the newest technology rather than a mainstream replacement for the regular iPhone.
The high price would also reflect the complexity of producing a thin foldable device with two displays, a sophisticated hinge mechanism and a premium internal design.
What Features Could the iPhone Ultra Have?
While Apple has not confirmed specifications, reports have pointed to several potential features.
The foldable iPhone is expected to use a large internal screen and a smaller external display. Its camera system could be different from the Pro iPhone models, with reports suggesting a focus on keeping the phone as thin and lightweight as possible.
Authentication could also change.
Some reports suggest Apple may bring Touch ID back to the iPhone, potentially integrating the fingerprint sensor into the side button rather than using the Face ID system found on current flagship iPhones.
This would be a notable change for Apple, especially if the company decides that the physical limitations of a foldable design make its current Face ID hardware less practical.
However, not every rumored specification is consistent across reports. Details about cameras, charging and biometric authentication should therefore be treated as unconfirmed until Apple officially reveals the device.
iPhone 18 Pro and iPhone 18 Pro Max Expected
Even if the foldable iPhone steals the spotlight, the iPhone 18 Pro and iPhone 18 Pro Max are expected to remain the core products of Apple’s September launch.
Unlike previous years, Apple is reportedly changing its iPhone release schedule. The standard iPhone 18 and other lower-priced models are not expected to be part of the September launch and could arrive later, potentially in spring 2027.
That means the September event could have a much stronger premium focus than previous iPhone launches.
A20 Pro Chip Could Power the New Pro Models
The iPhone 18 Pro models are expected to feature Apple’s next-generation A20 Pro chip.
Reports suggest that Apple is working toward a more advanced manufacturing process for the processor, potentially delivering improvements in performance and power efficiency.
The bigger story, however, could be Apple’s push toward on-device artificial intelligence. The new chips are expected to support Apple’s growing AI ambitions and the company’s broader Apple Intelligence strategy.
Camera Improvements Also Expected
Camera upgrades are another area where Apple could make meaningful changes.
Rumors have pointed toward improvements to the rear camera system, including a possible variable-aperture camera. This could give the camera more control over how much light reaches the sensor and potentially provide greater flexibility in different lighting conditions.
The front-facing camera could also receive an upgrade, while the Pro Max model may receive a larger battery.
Another reported change is a smaller Dynamic Island, although exactly how Apple will modify the front-facing camera and sensor area remains uncertain.
Apple Watch Series 12 and Watch Ultra 4 Could Also Debut
Apple’s September events traditionally include new Apple Watch models, and 2026 is expected to continue that pattern.
The company could announce the Apple Watch Series 12 and Apple Watch Ultra 4.
The Series 12 is expected to receive the usual combination of processor improvements, design refinements and new software features. Reports have also mentioned the possibility of additional case materials and colors.
The Apple Watch Ultra 4 could receive more substantial improvements, although information remains limited.
Health and fitness features are likely to remain a major focus. Apple has increasingly positioned the Watch as a health and wellness device rather than simply an iPhone accessory.
However, consumers should not expect every rumored health feature to arrive at this event. Some reports have suggested that certain capabilities may be introduced later as Apple continues expanding its health technology.
AirPods 5 Could Join the Product Lineup
New AirPods are another possibility for the September event.
Reports have pointed toward AirPods 5, potentially offering improvements to audio quality, battery life and connectivity. There has also been speculation about additional health-related sensors.
Apple is reportedly exploring more advanced AirPods features, including health monitoring technology. However, the most ambitious AirPods concepts—such as models with built-in cameras—are reportedly not expected until a later date.
If AirPods 5 appear on September 9, Apple could position them as a relatively accessible addition to the broader hardware lineup rather than the headline product.
Apple’s Smart Home Push Could Finally Become Real
Another interesting part of the event could be Apple’s expanding smart-home strategy.
Apple has reportedly been developing a new Home Hub/HomePad-style device with a screen, designed to control smart-home accessories while also providing access to Siri and other Apple services.
The rumored device could resemble a small iPad-like display and work with compatible lights, thermostats, locks, cameras and speakers.
Macworld reports that Apple could preview such a product during the September event, although an actual retail launch may happen later in 2026 or even in early 2027.
The device could become particularly important as Apple prepares a more capable version of Siri.
Siri and Apple Intelligence Could Be a Major Theme
Hardware may dominate the headlines, but artificial intelligence could be one of the most important stories behind Apple’s September event.
Apple has been working to make Siri substantially more capable, with the company’s next-generation AI strategy expected to allow Siri to understand more context and perform more complex tasks.
The company’s challenge is significant. Competitors including Google, Samsung and other technology companies have moved aggressively into generative AI and AI-powered assistants.
A smarter Siri could therefore be central to Apple’s strategy for the next generation of iPhones, Macs, Watches and smart-home devices.
The new Mac mini already provides a preview of this direction.
The New Mac mini Is Already Official
One correction to some early event predictions: the new Mac mini has already been announced.
Apple unveiled the redesigned Mac mini with M6 and M5 Pro chips on August 25, ahead of the September event. Apple says the M6 model delivers up to four times faster AI performance, up to twice the graphics and storage performance, and up to 40% faster CPU performance compared with the previous generation.
The new Mac mini also supports Wi-Fi 7, Bluetooth 6 and faster Ethernet connectivity.
Apple has opened pre-orders, with availability beginning September 22. In India, Apple lists the M6 Mac mini starting at ₹99,900, while the M5 Pro version starts at ₹2,09,900.
Because the Mac mini is already official, it should not be considered one of the products Apple is expected to unveil for the first time on September 9.
What Apple May Not Announce
Despite the long list of rumored products, it is important to separate confirmed information from speculation.
The company has not confirmed the foldable iPhone’s name, final design, price or specifications. Likewise, reports about AirPods, the Home Hub and other products should not be treated as guaranteed announcements.
The biggest omission could also be the standard iPhone 18.
If reports about Apple’s new staggered launch strategy are accurate, consumers looking for the regular iPhone 18 may have to wait until 2027. That would represent a major departure from Apple’s traditional September iPhone strategy.
Why This Apple Event Matters
The September 9 event could be one of the most consequential Apple launches in years.
The company is potentially introducing a completely new iPhone category at the same time that a new CEO is taking control. Apple is also trying to strengthen its position in artificial intelligence and smart-home technology.
The foldable iPhone, if announced, could be particularly important.
Apple is entering the foldable market later than Samsung and several Chinese manufacturers, but the company has a history of entering established categories and attempting to redefine them through design, software integration and its wider ecosystem.
That makes the first foldable iPhone more than another new device. It could influence how mainstream consumers view foldable smartphones.
Final Takeaway
Apple’s September 9, 2026, event is shaping up to be much more than a conventional iPhone refresh.
The iPhone 18 Pro and iPhone 18 Pro Max are expected to headline the event, but Apple’s rumored first foldable iPhone could become the biggest announcement of the night. The Apple Watch Series 12, Apple Watch Ultra 4 and new AirPods are also possible, while the rumored Home Hub could offer a glimpse into Apple’s next smart-home strategy.
The event will also introduce consumers to the new Apple era under John Ternus.
Until Apple takes the stage, however, the rumored products and specifications should be treated as expectations rather than confirmed facts. The company could still have surprises planned—and given the event’s “Surprise and Shine” theme, that may be exactly the point.
For the latest updates from the event, product announcements and detailed specifications, stay tuned to The Time City.
