Key facts
- Apple's annual iPhone event is scheduled for Wednesday, September 9.
- The company is expected to enter the foldable smartphone market with the iPhone Ultra.
- The iPhone 18 Pro and iPhone 18 Pro Max are also anticipated announcements.
- New hardware like an updated HomePod and AirPods may be revealed.
- John Ternus will lead his first major product announcement as Apple's CEO.
Apple is scheduled to hold its annual iPhone event on Wednesday, September 9, at 10 AM PDT. The event is widely anticipated to mark Apple's entry into the foldable smartphone market with the expected launch of the iPhone Ultra, approximately seven years after Samsung first introduced foldable hardware. Alongside the foldable device, Apple is also expected to announce the iPhone 18 Pro and iPhone 18 Pro Max models for consumers seeking upgrades without the foldable feature or its rumored $2,000 price tag. The standard iPhone 18 is not expected until next year. The company may also unveil new hardware, including an updated HomePod and camera-enabled AirPods. This event will be the first major product announcement under Apple's new CEO, John Ternus, who took over from longtime CEO Tim Cook.