The foldable iPhone may finally arrive this fall, as Apple prepares to unveil its new hardware lineup on Wednesday, September 9, at its Surprise and Shine event. After months of leaks, the presentation is shaping up to be one of the company’s most unusual in years.
The event also marks a leadership transition. Tim Cook, who announced in April that he is stepping down after nearly 15 years as CEO, will hand the role to John Ternus, Apple’s hardware engineering chief. Ternus takes over just days before the presentation. Cook assumed the position in 2011 following the departure of Apple co-founder Steve Jobs.
Pricing will be a key focus. Apple raised prices on its computers and home devices this summer, citing memory chip supply chain issues tied largely to the AI race. Subscription costs for Apple Music and Apple TV have also increased.
iPhone 18 Pro Models and the iPhone Ultra
Apple is rumored to break with tradition through an extended rollout. In September, the company is expected to reveal the foldable iPhone Ultra, the iPhone 18 Pro and the iPhone 18 Pro Max. The base iPhone 18, the iPhone 18E and a possible iPhone Air 2 may not arrive until spring 2027.
The iPhone Ultra, the tentative name for Apple’s first foldable, is said to use a book-style design that opens into a mini tablet, similar to the Samsung Galaxy Z Fold 8 rather than a classic flip phone. With a possible EUR 1,718 price tag, it is more likely to serve as a luxury option than a replacement for the base iPhone 18. A recent survey found that 75% of US adults are not interested in foldable phones.
The iPhone 18 Pro and 18 Pro Max are rumored to feature larger batteries, variable-aperture cameras and the new Apple A20 processor. Additional possibilities include expanded satellite connectivity, a smaller Dynamic Island and revised rear camera layouts. Reported color options include light blue, dark cherry and dark gray.
The devices are expected to run Apple’s newly announced software family. iOS 27, which includes an anticipated Siri AI overhaul, is likely to launch this fall alongside MacOS Golden Gate, Apple TVOS 27 and more. These updates were first detailed at WWDC in June and are already available in public betas.
Apple Watch Series 12 Expectations
A new Apple Watch Series 12 is considered nearly certain to appear at the event. A refreshed Apple Watch SE and a new Ultra model are viewed as less likely for this cycle.
Apple’s Surprise and Shine event is scheduled for Wednesday, September 9.
