Apple has confirmed that its fall product event will take place on Sept. 9 at 10 a.m. Pacific time at Apple Park in Cupertino, California. The event carries the tagline "Surprise and shine." Media will attend in person, but the keynote itself will be pre-recorded and streamed through apple.com, the Apple TV app and YouTube.
The centerpiece is widely expected to be Apple’s first foldable iPhone. The event will also be the first product launch under new Apple CEO John Ternus, who officially assumed the role on Sept. 1. Former CEO Tim Cook has moved into the position of executive chairman. That puts the Sept. 9 keynote eight days into Ternus’s tenure and makes it his first appearance at Apple’s most important annual product stage as chief executive.
Ternus takes the stage days after becoming CEO
Mark Gurman wrote on X on Sept. 4 that the timing of Ternus taking over in September is tied in part to Apple wanting him to host the event introducing the foldable iPhone. Gurman described the device as the biggest change in the iPhone’s 19-year history and said Ternus drove the project’s development.
Gurman wrote: 「The timing of Ternus’s takeover September is also tied, in part, to Apple wanting him to host the event debuting the foldable iPhone, the biggest change in the product’s 19 year history. He drove its development.」
Foldable iPhone rumors point to book-style design
The market has widely referred to the device as the iPhone Ultra, though Apple has not confirmed any name. A specifications roundup cited from 9to5Mac says the foldable model may use a book-style inward folding design, with an external display of about 5.3 to 5.5 inches and an internal screen of roughly 7.6 to 7.8 inches when opened, close to the size of an iPad mini.
The chassis is rumored to use titanium and focus on a very thin profile. The display crease is also said to have been reduced through special engineering work and may be barely visible when the phone is folded. Reported thickness is about 4.5 mm unfolded and about 9 mm when folded.
For biometrics, rumors say Apple could drop Face ID in favor of Touch ID integrated into the side power button. Camera hardware may also be pared back, with only wide and ultra-wide rear cameras and no telephoto lens, while the front could include dual cameras.
The device is expected to use an A20 Pro chip and 12 GB of memory. Battery capacity has been rumored at 5,400 to 5,800 mAh, with MagSafe wireless charging support. Color options are said to include silver white and dark indigo. On price, expectations center around a starting point near $2,000, with estimates ranging from $1,999 to $2,500, which would make it one of Apple’s most expensive iPhone lines.
iPhone 18 Pro and Pro Max may arrive at the same event
The report says the iPhone 18 Pro and Pro Max are also expected to appear on Sept. 9. Exterior changes are said to be limited, and the new models may even remain compatible with iPhone 17 Pro cases.
On displays, rumors point to a smaller Dynamic Island and an LTPO+ panel. Camera changes may include a variable aperture main lens and a three-layer stacked image sensor aimed at improving low-light photography and dynamic range.
The phones are also expected to use the A20 Pro chip. For modem hardware, Apple’s in-house C2 is rumored for data connectivity, though U.S. mmWave versions may still keep Qualcomm components. The Pro Max battery has been rumored at about 5,567 mAh.
Reported color options include dark cherry red, light blue and silver, though 9to5Mac and MacRumors differ on whether a black version is coming. The iPhone 18 Pro is rumored to start at about $1,199 before tax. Analysts cited in the source estimate that the full 18 Pro line could cost $100 to $350 more than the 17 Pro series.
The standard iPhone 18 is not expected to launch at this event and is rumored to be delayed until spring 2027.
Apple Watch, AirPods and smart home devices are also in the rumor mill
On the wearables side, Apple Watch Series 12 is said to bring a relatively modest update. Its exterior may stay largely the same, while the processor is expected to be upgraded. The ceramic case may return, and continuous heart-rate tracking is also rumored. Apple Watch Ultra 4 is expected to see more noticeable changes than Series 12. The lower-cost Watch SE 4 is not expected to appear at this event.
AirPods 5 are also expected to debut. The new earbuds are rumored to use an H3 chip, with reported improvements in sound quality and latency. Two versions may be offered, one with active noise cancellation and one without it.
The report also lists several unconfirmed smart home products. One is a Home Hub with a 7-inch square display, a built-in camera and human presence sensing, with support for apps and Siri AI. Another is a next-generation Apple TV 4K with faster processing, Siri AI support and gaming features, possibly paired with a redesigned remote. HomePod mini is also rumored to receive a new processor and new color options.
Market expectations, according to the report, are that Apple could unveil as many as eight products in total. The source also notes that discussion of M6 MacBook Pro, iMac and OLED-related products was not fully shown in the available text.