Apple has scheduled its annual fall product launch event for September 9, 2026, with the company expected to unveil the iPhone 18 Pro, iPhone 18 Pro Max, and its first foldable iPhone . The event, bearing the tagline ‘Surprise and shine,’ is set to begin at 10:00 a.m. Pacific Time at the Steve Jobs Theater in Apple Park, Cupertino, and will be livestreamed globally .
The September 9 showcase represents a significant milestone for Apple, as it will be the first major product launch led by new Chief Executive Officer John Ternus, who assumed the role on September 1 . Ternus, formerly Apple’s hardware engineering chief, succeeds Tim Cook, who is transitioning to the position of Executive Chairman .
This year’s event is notable for what will be absent: the standard iPhone 18 and a second-generation iPhone Air are not expected to be announced . Reports indicate Apple is shifting its product release strategy, with the company planning to launch its mainstream iPhone models, including the base iPhone 18, in the spring of 2027 .
iPhone 18 Pro and Pro Max Upgrades
The iPhone 18 Pro and iPhone 18 Pro Max are anticipated to feature evolutionary rather than radical design changes, retaining the overall shape of their predecessors but with some internal and camera enhancements . A key expected upgrade is the A20 Pro chip, reportedly manufactured on TSMC’s advanced 2nm process, which is expected to deliver significant improvements in performance and power efficiency .
Both Pro models are expected to feature a smaller Dynamic Island . The camera system is a primary focus, with reports pointing to a triple-camera setup and a variable-aperture main camera, allowing users to control light intake for improved photography in different conditions . Rumors suggest this feature might be exclusive to the iPhone 18 Pro Max .
The Pro Max model could also feature a larger battery and a slightly thicker body . Price increases are widely expected across the lineup due to higher component and memory costs, with estimates suggesting a rise of approximately 10% to 20% .
Apple’s First Foldable iPhone
The unveiling of Apple’s first foldable iPhone, tentatively referred to as either the iPhone Fold or iPhone Ultra, marks the most significant design change to the product line since its inception . The device is reported to feature a book-style folding design, with an external display of about 5.5 inches and an internal screen of roughly 7.8 inches .
It is expected to be powered by the same A20 Pro chip and include 12GB of RAM . Reports suggest the foldable may use Touch ID for authentication instead of Face ID and feature a dual 48MP rear camera system . The device is expected to carry a premium price, with TrendForce estimating a starting price between $2,099 and $2,299, with higher-capacity versions potentially exceeding $3,000 . Apple has not confirmed any of these specifications or pricing details .
The foldable iPhone could be announced on September 9 but may not be available to buyers until several weeks later, potentially as late as December . The company is also expected to announce new Apple Watch models alongside the iPhones . For the current lineup, pre-orders are expected to open on Saturday, September 12, with retail availability likely on Friday, September 18 .
