Apple eyes foldable iPhone debut on September 9
The September 9 event is expected to feature a foldable iPhone, new iPhone 18 Pro models, and Apple’s first major launch under CEO John Ternus.
Apple is set to hold its annual iPhone event on Wednesday, September 9, and this year’s presentation could bring one of the company’s biggest hardware changes in years. The main expectation is that Apple will finally enter the foldable smartphone market, a category it has so far left to rivals. The event also lands at a sensitive moment for the company: it will be Apple’s first major product announcement since Tim Cook stepped down and John Ternus took over as CEO.
Foldable iPhone could dominate Apple’s September event
The headline product expected at the event is the foldable iPhone Ultra. If Apple does unveil it, the company would be entering the foldable segment about seven years after Samsung helped define that category.
That delay is a big reason the expected announcement is drawing so much attention. Apple has long been seen as a company that waits before moving into a new product class, then tries to deliver a more polished version. In this case, the foldable iPhone would be Apple’s long-awaited answer to a form factor that has already been on the market for years.
The source does not confirm the device’s full features or design, but the expected launch alone is enough to make the event stand out. As IT-PUB News reports, Apple’s moves often influence expectations beyond its own ecosystem, which is why a foldable iPhone would be watched closely by both consumers and the broader smartphone market.
iPhone 18 Pro models may offer a familiar high-end option
Apple is also expected to announce the iPhone 18 Pro and iPhone 18 Pro Max. These models appear aimed at buyers who want a new iPhone but are not interested in a foldable device, or who do not want to pay the rumored $2,000 price for the iPhone Ultra.
The standard iPhone 18 is not expected to arrive until next year, so this week’s event is likely to focus first on higher-end models. That would create a clear split in Apple’s lineup: premium traditional phones on one side, and a new foldable option on the other.
For customers, the choice may come down to whether they want the latest conventional flagship or are ready to consider a much more expensive foldable model. For Apple, the expected lineup suggests a strategy that keeps the familiar iPhone range in place while introducing a new category at the top end.
HomePod, AirPods and Apple Watch updates are also possible
The iPhones may not be the only products on stage. Apple may also release updated hardware, including a new HomePod, camera-enabled AirPods and new Apple Watches.
The source does not say these devices are guaranteed, only that they may be part of the presentation. Even so, their possible appearance adds to the sense that this will not be just a routine iPhone refresh. Apple often uses its September event to set the tone for the next product cycle, and this year’s lineup could touch several parts of its hardware business at once.
That matters for everyday users too. New watches, earbuds and home devices can affect how people use Apple’s ecosystem at home, on the move, or during fitness and communication tasks. The practical impact will depend on what Apple actually announces, but the range of expected hardware has already widened interest in the event.
Apple will stream the event live on YouTube and its site
Apple has prepared a YouTube stream for the “Surprise and shine” event. Viewers can set reminder notifications on YouTube so they do not miss the livestream, or they can watch it on Apple’s own events site.
The event is scheduled for 10 a.m. PDT on Wednesday, September 9. That gives Apple fans, analysts and anyone tracking the company’s next move a chance to follow the announcements live instead of waiting for recaps.
Streaming the presentation online also shows how major product launches now reach far beyond the room where they happen. For Apple, the livestream is not a minor technical detail — it is the main channel through which the announcement reaches consumers, media and the broader tech industry at the same time.
John Ternus faces his first major Apple product launch
The event carries extra weight because it will be the first major product announcement under new CEO John Ternus. Tim Cook, who led Apple for years, has stepped down, and the September presentation will be one of the first chances to see how the company presents itself under new leadership.
The source does not say whether the leadership change will affect product strategy, but the timing makes the event notable beyond the devices themselves. A major iPhone launch is already one of Apple’s most closely watched moments of the year. With a new CEO in place, the presentation may also be read as a signal of continuity or change, depending on what Apple chooses to emphasize.
A foldable iPhone would mark a major move into a long-established market. At the same time, the expected Pro models and possible accessories would show how Apple is trying to balance something new with the product lines it already knows can draw buyers.
