Apple’s September 9th launch event could be one of the most consequential in years. The company is expected to unveil a new generation of iPhones, and there is a real possibility that Apple will finally step into the foldable phone market with a premium device that has been the subject of rumors for several product cycles. This is also the company’s first major product event since John Ternus took over as CEO on September 1, making the occasion something of a changing of the guard for Apple’s product roadmap. With so much on the line, the event is expected to draw intense attention from consumers, investors, and rivals alike.

Key facts at a glance

• Apple’s “Surprise and shine” event takes place Wednesday, September 9, at 1PM ET / 10AM PT from Apple Park in Cupertino, California.
• The base iPhone 18 may be delayed until early next year, with the Pro and Pro Max models likely leading this launch.
• Apple could announce its first foldable phone, widely referred to as the iPhone Ultra.
• The Apple Watch Series 12 may bring back a ceramic case option, along with new colors and health features.
• New AirPods are possible, but camera-equipped versions reportedly will not arrive until 2027.

How to watch Apple’s September launch event

Apple’s “Surprise and shine” event kicks off at 1PM ET / 10AM PT on Wednesday, September 9. The keynote will be held at Apple Park in Cupertino, California, and will be livestreamed on Apple’s website, the Apple TV app, and YouTube. As with past Apple keynotes, the livestream is expected to be freely available around the world, and the company will likely post an archived version shortly after the event concludes. Viewers can expect roughly an hour of announcements, pre-recorded demonstrations, and executive presentations covering hardware, software, and possibly new services.

This September event may feel different from previous ones because of the leadership change. John Ternus, who had long been Apple’s hardware engineering chief, replaced Tim Cook as CEO on September 1. Ternus has been one of the key architects of Apple silicon and recent iPhone designs, so his first keynote as CEO will offer clues about how he plans to shape Apple’s future.

The iPhone 18 might be a no-show

Apple usually uses its September event to announce new iPhones, but the base iPhone 18 might not make the cut this year. According to multiple reports and supply-chain leaks, the standard iPhone 18 is being held until early next year. In the meantime, Apple is said to be preparing a refreshed lineup that could include an iPhone 18E and an updated iPhone Air. That would mark a notable shift in Apple’s product cadence, separating the company’s flagship Pro models from its more affordable and lighter devices.

For shoppers looking to upgrade to one of Apple’s less expensive phones, this could mean a longer wait than usual. The base iPhone models traditionally serve as the entry point into the Apple ecosystem, but recent industry trends have encouraged Apple to differentiate its lineup more aggressively. If the base model is delayed, Apple may instead use the September event to focus on its high-end and foldable products, reserving the budget-friendly models for a spring or early-summer release.

The iPhone 18 Pro and Pro Max could launch with a price hike

While we might not get a new base iPhone, Apple is still expected to launch upgraded versions of its flagship handsets: the iPhone 18 Pro and iPhone 18 Pro Max. Both models are widely rumored to include larger batteries than their predecessors, which would help support new AI capabilities and potentially brighter displays. Reports also point to a smaller Dynamic Island, a refinement that could make the cutout less noticeable while retaining the camera and Face ID hardware hidden inside.

The camera system may be one of the biggest changes. Apple has reportedly tested a variable aperture camera upgrade for years, and the iPhone 18 Pro could finally include it. Variable aperture allows the lens to adjust the amount of light entering the sensor, giving photographers more control over depth of field and low-light performance without requiring additional lenses or bulky hardware. If Apple implements the feature successfully, it would be a significant upgrade for mobile photography.

Leaked photos of dummy models have also hinted at this year’s color lineup. The new Pro models could arrive in black, silver, light blue, and a dark cherry purple. These tones suggest Apple is moving away from the more muted natural titanium shades of past generations and embracing bolder finishes. However, the color options may vary depending on the model, and Apple sometimes saves exclusive finishes for its highest-tier Pro Max phone.

Unfortunately, there is also a good chance the iPhone 18 Pro and Pro Max will cost more than last year’s models. Apple raised prices on nearly all of its products earlier this year, and those price hikes might finally extend to the iPhone during the September 9 event. Inflation, rising component costs, and increased memory capacity are common reasons for smartphone price increases. If Apple does raise prices, the company will likely point to the upgraded camera system, battery life, and new foldable design as justification.

Apple might announce its first foldable phone

One of the premium phones Apple launches on September 9 could be the long-rumored foldable device known as the iPhone Ultra. Images of an apparent dummy model leaked earlier this year, showing a passport-style design similar to Samsung’s Galaxy Z Fold 8 and Xiaomi’s 18 Fold. The device is expected to feature a large internal folding display and a smaller external screen, allowing it to function as both a tablet and a traditional smartphone.

Samsung has dominated the foldable smartphone market for years, but rivals have grown more competitive. Samsung’s Galaxy Z Fold 8 was praised for making the foldable experience feel more polished and practical. Xiaomi and other Chinese manufacturers have also pushed the boundaries of thinness and display technology. If Apple enters this market with the iPhone Ultra, it will face a crowded field of established competitors, but Apple’s strengths in software integration, privacy, and ecosystem lock-in could help it carve out a substantial following.

Apple has been cautious about foldable designs for years, reportedly waiting until display durability, battery life, and hinge mechanisms could meet its standards. A foldable iPhone would also need to run all existing iPhone apps seamlessly, including those built for the small screen. Apple’s developers have already had years of experience adapting apps for iPad displays, which could make the transition easier. The question is whether the iPhone Ultra will offer something genuinely better than what Samsung and Xiaomi have already shipped.

Pricing will also be a major factor. Foldable phones are among the most expensive smartphones on the market, and the iPhone Ultra could push even higher if Apple includes its most advanced camera hardware, battery technology, and materials. Apple is known for premium pricing, but a too-expensive foldable could limit its appeal in a market that is still relatively small. If the iPhone Ultra delivers a distinctive app experience and better integration with Apple’s other devices, however, it may justify the cost for many buyers.

The ceramic Apple Watch may finally return

Last year’s September Apple event included the Apple Watch Series 11 and Ultra 3, and there is a good chance both watches will receive updates again this year. The Apple Watch Series 12 is expected to be the main follow-up, and one notable rumor is the return of a premium ceramic case option. Ceramic was previously used in older Apple Watch models, but Apple discontinued it in favor of lighter titanium and stainless steel finishes. A ceramic case would give the Series 12 a distinctive look that stands out from the aluminum and metal watches on the market.

Reports suggest the Series 12 will also offer new band colors and configurations, but it most likely will not feature a major redesign. Apple tends to keep the exterior design of the Apple Watch consistent for several generations, focusing instead on internal improvements and health sensors. This year, the company might announce new health features for its wearables, such as always-on heart rate sensing. Continuous heart rate tracking could provide more detailed health data, particularly for users monitoring heart condition, fitness performance, and nighttime recovery.

The Apple Watch Ultra is also due for a refresh. The Ultra line is aimed at athletes and outdoor adventurers, with a larger battery and sturdier build. New Ultra models could include improved GPS accuracy, additional workout metrics, or enhanced water resistance. Apple’s wearable business remains an important part of its overall growth, and the Series 12 and Ultra updates are likely to reinforce the company’s dominance in the smartwatch market.

Apple could launch new AirPods, but probably not with cameras

It has been a couple of years since Apple released the AirPods 4, so the wireless earbuds are due for an upgrade and could make an appearance at the September 9 event. However, reports say the camera-equipped AirPods that leaked last month will not be released until 2027. Those earbuds are expected to include tiny cameras that could enable spatial audio features and gesture controls, but the technology may still be in development.

If Apple announces the AirPods 5 at its upcoming event, they will likely be an iterative upgrade. Possible improvements include a new chip, better audio quality, improved noise cancellation, and additional health sensors. Apple has been exploring ways to turn AirPods into health devices, and future models could monitor heart rate, body temperature, or even detect falls. The AirPods Pro line could also receive a new hearing health feature, building on previous software updates that added hearing aid functionality.

Beyond the product announcements, the September 9 event will probably include a look at the latest software updates for iPhone, Apple Watch, and AirPods. New iOS features, watchOS improvements, and AirPods firmware capabilities might be mentioned as part of the keynote. Apple’s ability to combine hardware and software is one of its biggest advantages, and the company will likely emphasize how the new devices work together seamlessly.

With a new CEO, a possible foldable iPhone, and an unusually staggered iPhone lineup, this year’s September event is shaping up to be one of Apple’s most important in recent memory. The announcements could set the stage for Apple’s next chapter, defining what the company prioritizes under John Ternus and how it responds to increasing competition in the smartphone and wearable markets.

Source: The Verge News