Apple is gearing up for its annual September launch event on September 9, with the iPhone 18 Pro series and the company’s first foldable iPhone expected to be among the biggest attractions.
Apple has officially confirmed the event, titled “Surprise and Shine”, which will begin at 10.30 pm IST on September 9. The event will be streamed on Apple’s website and the Apple TV app. Apple has not, however, officially announced the products it plans to unveil.
The event is expected to be particularly significant because Apple could finally enter the foldable smartphone market, several years after rivals such as Samsung began developing the category.
iPhone 18 Pro, Pro Max likely to lead the launch
The iPhone 18 Pro and iPhone 18 Pro Max are widely expected to be unveiled at the September event. Reports suggest the new Pro models could receive upgrades to their processors, cameras and displays, although the exact specifications will only be confirmed by Apple at the launch.
The new Pro models are also expected to be among Apple’s most expensive smartphones, with the company facing higher component costs. Reuters reported earlier this year that Apple planned to raise prices on some products amid rising memory and storage chip costs.
Apple’s first foldable iPhone
The biggest potential announcement, however, could be Apple’s first foldable iPhone.
Reuters has reported that Apple is expected to unveil a foldable device that could have a screen comparable in size to an iPad mini when unfolded. The device could also help Apple strengthen its position in the premium smartphone market and increase its average selling prices and margins.
The foldable market is already dominated by companies such as Samsung, making Apple’s entry particularly significant. Apple has so far stayed out of the category despite growing competition among smartphone manufacturers.
Reports suggest the device could be marketed as an “iPhone Ultra”, but Apple has not confirmed the name.
A different iPhone launch strategy?
The September event could also mark a departure from Apple’s traditional iPhone launch pattern.
Reports indicate that Apple may focus this year’s September event on its premium iPhone models and the foldable device, while the standard iPhone 18 could arrive later, potentially in 2027. Reuters reported earlier that Apple was prioritising its highest-end iPhone models for 2026 while delaying the standard model.
If confirmed, the change would represent a major shift in Apple’s long-established annual iPhone strategy.
New Apple Watch and other products
The iPhone is expected to remain the focus, but Apple could also introduce new products and accessories during the event.
Reports have pointed to new Apple Watch models and AirPods, although these remain unconfirmed. The company could also use the event to highlight software and artificial-intelligence features across its devices.
For Indian consumers, the key questions will be pricing and availability. While reports have suggested that the new Pro models could be more expensive and that the foldable iPhone could carry a premium price, Apple has not announced any Indian prices.
First major launch under John Ternus
The September 9 event will also mark a new chapter for Apple.
John Ternus became Apple’s CEO on September 1, succeeding Tim Cook, who moved to the position of executive chairman after 15 years as CEO. Ternus, Apple’s former hardware chief, will therefore oversee his first major iPhone launch just days after taking charge.
The timing is important as Apple faces pressure to demonstrate innovation in areas including artificial intelligence while maintaining its position in the premium smartphone market. Ternus will also oversee Apple’s efforts to diversify manufacturing beyond China, including its growing production base in India.
For Apple fans in India, the September 9 event begins at 10.30 pm IST. The launch could bring a new iPhone generation, Apple’s first foldable smartphone, and potentially a new direction for the world’s most valuable technology company.
