Apple has confirmed its annual product launch event for Wednesday, 9 September at the Steve Jobs Theater in Cupertino, California, where the company is expected to unveil the iPhone 18 Pro, the iPhone 18 Pro Max, and its first-ever foldable iPhone. The event will also mark the first major product launch under incoming chief executive John Ternus, who is set to take over from Tim Cook on 1 September.

Leadership Transition at the Helm

The September event carries unusual significance beyond the hardware on stage. Ternus, currently Apple's head of hardware engineering, steps into the CEO role just days before the launch, making this his first major public-facing moment as the company's top executive. Tim Cook, who led Apple for over a decade, hands over a company that has consistently used its September event as its most-watched annual moment.

What Apple Is Expected to Announce

The flagship iPhone 18 Pro and iPhone 18 Pro Max are anticipated to be powered by the new A20 Pro chip, built on a 2nm manufacturing process, paired with Apple's C2 modem. Camera upgrades are widely expected, with reports pointing to a possible variable-aperture main camera on the Pro Max model. Apple is also reportedly developing under-display Face ID technology, though it is unclear whether this will debut in the current cycle.

Notably, reports suggest the standard iPhone 18, the iPhone 18e, and the iPhone Air 2 will not appear at the September event — those models are reportedly slated for the first half of 2027.

Apple's First Foldable iPhone

The headline product at the event is expected to be Apple's first foldable smartphone, reportedly being considered under the name 'iPhone Ultra'. According to reports, the device may adopt a book-style foldable design with an internal display of approximately 7.8 inches and an external screen of around 5.5 inches. The inner screen may feature an under-display camera, while the outer display could carry a punch-hole camera.

The foldable is also reportedly set to bring back Touch ID to the iPhone lineup, alongside a dual rear-camera system comprising primary and ultra-wide-angle lenses. Early pricing estimates, according to reports, place the device at a starting price of around $2,000 — well above Apple's current flagship range.

Beyond iPhones: Watches and AirPods

Apple is also expected to refresh its Apple Watch lineup at the September event. A new generation of AirPods Pro may also be unveiled, with reports indicating the earbuds could feature built-in cameras designed to work with Apple's Visual Intelligence system — enabling real-time interpretation of objects and surroundings through the earbuds.

The Social Signal

Apple's Senior Vice President of Worldwide Marketing, Greg Joswiak, confirmed the event's timing in a post on X, writing: 'Surprise and shine! It's almost time for the #AppleEvent, on Wednesday, September 9!' The post drew immediate attention from the tech community globally.

With a new CEO, a first-generation foldable, and a chip architecture shift all converging in a single event, the 9 September launch is shaping up to be one of Apple's most consequential in years.