Key facts
- Apple's next launch event is scheduled for September 9.
- The company is expected to announce the iPhone 18 Pro, iPhone 18 Pro Max, and a foldable iPhone.
- The event will take place at Apple Park in Cupertino, California, starting at 10:00 a.m. Pacific Time.
- New iPhones will feature Apple's A20 Pro chip, built on a 2nm process.
- The foldable iPhone will have a book-like design and use Touch ID.
- Apple Watch Series 12 and Apple Watch Ultra 4 are also anticipated.
Apple has officially set September 9 as the date for its next major product launch event, where the company is widely expected to unveil its latest iPhone lineup, including the iPhone 18 Pro and iPhone 18 Pro Max, alongside its first-ever foldable iPhone, potentially named the iPhone Ultra. The announcement was made by senior executive Greg Joswiak via a post on X.
The event is scheduled to take place at the Apple Park campus in Cupertino, California, beginning at 10:00 a.m. Pacific Time. Select members of the media have been invited to attend in person, while the event will also be live-streamed globally on Apple's website, YouTube, and the Apple TV app.
Sources indicate that the new iPhone models will be powered by Apple's latest A20 Pro chip, manufactured on a 2nm process, promising enhanced speed and efficiency. The Pro models may feature an upgraded variable aperture rear camera. The highly anticipated foldable iPhone is described as having a book-like design, measuring approximately 5.5 inches when closed and 7.6 inches when open. Due to its thin profile, it is expected to utilize Touch ID instead of Face ID and will not include a telephoto camera.
In addition to the new iPhones, Apple is also anticipated to introduce the Apple Watch Series 12 and Apple Watch Ultra 4. There is also a possibility of new smart home devices, such as a rumored home hub and an updated Apple TV 4K, being revealed. The event will also likely include the official launch dates for upcoming software updates, including iOS 27, iPadOS 27, and macOS Golden Gate.
This event marks a significant transition as John Ternus is set to become Apple's chief executive on September 1, with Tim Cook moving to the role of executive chairman. The keynote will fall within Ternus's first two weeks in his new position. The pricing strategy for the new iPhones is also a point of interest, with the Pro models expected to start around $999 and the foldable model likely to be priced significantly higher. Notably, Apple is reportedly delaying the launch of more affordable iPhone models, such as the standard iPhone 18, iPhone 18e, and iPhone Air 2, until spring 2027, breaking a long-standing tradition of releasing a full range of models in the fall.