The September event marks a new era under CEO John Ternus with major product launches expected
Category: Business
Apple is gearing up for a highly anticipated event on September 9, 2026, where the tech giant will reveal its latest innovations, including the iPhone 18 Pro, iPhone 18 Pro Max, and its first foldable phone, rumored to be called the iPhone Ultra. This event is notable for the new products and as the first major keynote under the leadership of new CEO John Ternus, who officially takes over from Tim Cook on September 1.
The Apple event, carrying the tagline "Surprise and Shine," will commence at 10 a.m. Pacific Time, 1 p.m. Eastern, and 6 p.m. U.K. time at the iconic Steve Jobs Theater in Cupertino, California. The presentation will be streamed globally, allowing fans and media alike to tune in via Apple’s website, the Apple TV app, or YouTube Live.
During this event, Apple is expected to introduce several new products, primarily focused on the iPhone 18 lineup. The iPhone 18 Pro and Pro Max models will feature the new A20 Pro chip, which promises improved performance and efficiency. These models are also rumored to include a variable-aperture main camera that can adjust to different lighting conditions, enhancing photography capabilities.
In addition to the iPhone 18 Pro and Pro Max, the event is set to showcase Apple’s first foldable smartphone, tentatively named the iPhone Ultra. This device is expected to feature a 5.5-inch outer display and a larger 7.6-inch inner screen, with a design that mimics a book-style foldable. Reports suggest that the foldable iPhone will be made from a titanium frame to maintain durability and reduce weight.
In a notable shift from previous years, Apple is reportedly adopting a two-wave launch strategy for its iPhone lineup. The iPhone 18 Pro and Pro Max, along with the foldable iPhone, will debut in September 2026, whereas the standard iPhone 18 and the more affordable iPhone 18e are expected to launch in the spring of 2027. This separation allows Apple to maintain a premium focus during its fall event, highlighting the most advanced models without the distraction of lower-tier options.
Industry analysts have noted that this strategy may also be influenced by rising component costs, particularly in memory and storage, which have been driven up by demand in the tech sector. Apple is reportedly exploring cost-cutting measures for the standard iPhone 18, which could include using less expensive components to offset these price increases.
Apple's entry into the foldable smartphone market is highly anticipated, especially as competitors like Samsung, Google, and others have already established their presence. The foldable iPhone is expected to be priced above $2,000, with some estimates reaching as high as $2,500. This positions the device as a premium offering, potentially creating a new tier above the existing Pro models.
Analysts believe that Apple's approach could validate the foldable category, which has struggled to gain mainstream traction. By introducing a foldable phone, Apple may help drive interest and sales in this segment, which currently accounts for less than 3% of global smartphone sales. The company’s reputation for innovation could lead to increased consumer acceptance of foldable devices.
Following the keynote presentation, pre-orders for the new iPhone models are expected to begin on Saturday, September 12, 2026, a day later than the usual Friday schedule due to the anniversary of the 9/11 attacks. The devices are anticipated to hit store shelves on Friday, September 18, 2026. Early availability of the foldable iPhone may be limited, possibly restricted to the U.S. market initially, as Apple ramps up production.
According to reports, Apple has begun preparing to produce 10 million units of the foldable iPhone in 2026, signaling a strong commitment to this new product line. The company is expected to face challenges in meeting demand right out of the gate, as initial stock may be constrained.
Aside from the iPhone announcements, the event is likely to feature updates to the Apple Watch lineup, including the Apple Watch Series 12 and Apple Watch Ultra 4, both of which are rumored to receive performance enhancements and improved battery life. Apple may also refresh its iPad mini, moving to an OLED display for improved visuals.
As Apple celebrates its 50th anniversary, this event is shaping up to be a landmark occasion, not just for the introduction of new products but also for the strategic direction the company is taking under new leadership. With the foldable iPhone and upgraded Pro models, Apple is looking to maintain its competitive edge in a rapidly changing technology market.
As anticipation builds for the September 9 event, it’s clear that Apple is not just launching new devices but is also redefining its product strategy for the future.