- Apple has announced that its iPhone-focused event will take place on September 9 at 10am PT.
- The event will be held in-person at Apple Park in Cupertino, California, and will be livestreamed.
- The event poster features the tagline 'Surprise and Shine' along with a glowing Apple logo.
- Apple is expected to unveil the iPhone 18 Pro and Pro Max, along with its first foldable iPhone, the iPhone Ultra.
- This event will mark the first major launch under new CEO John Ternus, who succeeds Tim Cook.
- There have been months of rumors and leaks regarding Apple's iPhone 18 Pro series and its first foldable iPhone announcement.
- The iPhone Ultra is rumored to feature a 5.5-inch cover display and a 7.67-inch inner display with a 4:3 aspect ratio.
- The devices are expected to have faster chips, better battery life, and major camera improvements.
Apple's September 9 event will unveil the highly anticipated iPhone 18 Pro and its first foldable iPhone, marking a significant entry into the foldable market dominated by Samsung. The foldable device is expected to feature a 5.5-inch cover display and a 7.67-inch inner display with a 4:3 aspect ratio.147
The tagline for the event, “Surprise and Shine,” reflects the excitement surrounding the launch. Ternus, who has been pivotal in the development of the foldable iPhone, will lead his first major product introduction as CEO. The iPhone 18 Pro series is expected to include faster chips, better battery life, and significant camera improvements, including a mechanical aperture on the larger model.8
Notably, Apple will not introduce a second-generation iPhone Air or a regular iPhone 18 at this event, pushing those releases to early 2027 to better manage sales throughout the year. The event will be livestreamed from Apple Park, emphasizing the company's commitment to innovation and leadership in the tech industry.
“This September event will be especially critical, as the company will use it to introduce its first foldable iPhone,” a source noted, highlighting the strategic importance of this launch for Apple’s future.
As Ternus steps into his role, the event signifies a new chapter for Apple, with Tim Cook remaining as executive chairman after 15 years of leadership.5
“The foldable iPhone, rumored as iPhone Ultra, is said to feature a 5.5-inch cover display and a 7.67-inch inner display with a 4:3 aspect ratio, plus Touch ID and an iPad-like interface. Apple is also expected to introduce iPhone 18 Pro and Pro Max with faster chips, better battery life, and a mechanical aperture on the larger model.”
