Apple has scheduled its next major event, titled “Surprise and shine,” for Wednesday, Sept. 9. The company traditionally uses its September showcase to unveil new hardware, especially the latest iPhone models, and this year could bring one of the most anticipated launches in recent memory: a rumored foldable iPhone.
Viewers in the United States can stream the presentation on Apple’s website, Apple TV, the Apple Developer app, and the company’s YouTube channel. The event begins at 10 a.m. PT (1 p.m. ET). It also marks the first public appearance of incoming CEO John Ternus in his new role, which he assumes on Sept. 1.
A foldable iPhone and new iPhone 18 Pro models
Reports point to a possible foldable iPhone, which could arrive under names such as iPhone Fold, iPhone Ultra, or iPhone Flip. Leaks and supply chain sources describe a squat, book-style design comparable to the Samsung Galaxy Fold 8. Pricing is expected to land between EUR 1,714 and EUR 2,142, a figure that may put it out of reach for many buyers. A survey found that US adults are willing to spend an average of EUR 669 on a foldable iPhone, less than the EUR 685 starting price of the base iPhone 17.
According to Bloomberg, Apple may also introduce the iPhone 18 Pro and Pro Max at the event. These models could start at EUR 1,028, up from the iPhone 17 Pro’s EUR 943 entry price. Notably, entry-level iPhone 18 models appear absent from the lineup. Bloomberg suggests Apple will split its iPhone launch this year, releasing the Pro models in September and rolling out the iPhone 18, iPhone 18E, and possibly a refreshed iPhone Air in the spring.
Apple Watch and AirPods updates
Apple is reportedly preparing an Apple Watch Series 12 and Apple Watch Ultra 4. Bloomberg indicates the new models could feature faster chips along with new health and fitness capabilities, though a design overhaul is unlikely. Pricing details remain unconfirmed. With Apple raising many hardware prices this year, the Apple Watch Series 12 could launch above the current EUR 342 starting point of the Series 11.
The company may also debut updated AirPods, refreshing a lineup that has not seen a major update in several years.
The September event caps a period of significant pricing shifts across Apple’s hardware range. The presentation streams Wednesday, Sept. 9, at 10 a.m. PT.
