Apple’s September 9th launch event is shaping up to be one of the company’s most significant showcases in recent memory. Not only is Apple expected to reveal a fresh lineup of iPhones, but it could also introduce its first-ever foldable device. The event will be the company’s first since John Ternus took over as CEO on September 1st, succeeding Tim Cook, which adds extra anticipation to an already crowded rumor mill.
Apple watchers are expecting a mix of familiar updates and long-awaited surprises in Cupertino. From the possible arrival of the foldable “iPhone Ultra” to the next generation of the Apple Watch and AirPods, there is plenty to keep an eye on. Here is everything that has been rumored so far and how you can tune in for the announcements.
How to watch Apple’s September launch event
Apple’s event, reportedly carrying the tagline “Surprise and shine,” is set to begin on Wednesday, September 9th at 1PM ET, which works out to 10AM PT, at Apple Park in Cupertino, California. As with past launches, the event will be livestreamed across multiple platforms, including Apple’s official website, the Apple TV app, and YouTube. Viewers who want to watch on the go can also check Apple’s official social channels for live coverage updates.
The choice of venue is a reminder of how far Apple has come with its product launches. Apple Park’s Steve Jobs Theater has hosted countless big announcements, and this week’s event could be one of the most consequential in the post-Tim Cook era. Since Ternus is taking charge of his first major keynote, expectations are especially high for a polished, forward-looking presentation.
The base iPhone 18 might be a no-show
One striking possibility coming out of recent reporting is that Apple may not announce a standard iPhone 18 at this event. Historically, September has been the month when Apple unveils its newest iPhones, but the company reportedly plans to delay the base model until early next year. If that happens, the iPhone 18 could launch later alongside the iPhone 18E and an updated iPhone Air.
That would be a notable shift in Apple’s launch strategy. In recent years, Apple has offered its flagship and Pro models in September while keeping older models around at lower price points, but the rumor suggests that customers looking for a more affordable upgrade might have to wait until 2027. People who have been holding onto an older iPhone may need to be patient if they want to stay on the standard release cycle.
For comparison, last year’s iPhone 17 family included the base iPhone 17, iPhone 17 Plus, iPhone 17 Pro, and iPhone 17 Pro Max. If Apple skips the base model this year, it would likely be due to component availability, production scheduling, or a desire to drive more buyers toward higher-margin Pro models. Some analysts also believe Apple is trying to streamline its portfolio to make room for the foldable iPhone Ultra.
iPhone 18 Pro and Pro Max might come with a bigger price tag
While the base iPhone 18 may be missing, the premium side of the lineup is still expected to arrive on September 9th. Sources say Apple is planning to announce the iPhone 18 Pro and Pro Max alongside its new foldable, continuing the company’s tradition of releasing two high-end models each year.
Both Pro devices are rumored to feature larger batteries than the iPhone 17 Pro and a smaller version of the Dynamic Island. That change would give the displays more usable screen space while retaining the familiar cutout that has been part of Apple’s design language for years. There is also persistent speculation about a variable aperture camera system, which would be a major upgrade for mobile photography enthusiasts.
In terms of colors, leaked images of dummy models point to a palette that includes black, silver, light blue, and an eye-catching dark cherry purple. That would be a more adventurous set of tones than Apple has offered recently, and it could help the phones stand out in a crowded market dominated by incremental upgrades.
The bad news, at least for potential buyers, is that the next Pro models could be more expensive than their predecessors. Apple raised prices on nearly all of its product categories earlier this year, and several analysts believe the iPhone will finally feel the impact of those increases. If the rumors are accurate, the iPhone 18 Pro could arrive with a higher starting price than the iPhone 17 Pro, which may give some consumers pause.
Apple might announce its first foldable phone
The most exciting rumor is the possibility of Apple’s debut in the foldable smartphone market. That device is being referred to as the “iPhone Ultra,” and leaked images of a dummy model suggest it will feature a passport-style design not unlike Samsung’s Galaxy Z Fold 8 and Xiaomi’s 18 Fold. If this product is indeed unveiled, it would represent Apple’s first major form-factor shift since the introduction of the iPhone X in 2017.
Early CAD renders and case leaks show a slim, book-like handset with a large internal display and a relatively compact cover screen. Some reports have suggested that Apple’s foldable could feature an improved hinge mechanism that significantly reduces the crease, which has been one of the biggest criticisms of foldable phones to date. The inside display is expected to be around 7.5 to 8 inches, positioning it as a direct rival to Samsung’s long-running Galaxy Z Fold line.
Apple is playing catch-up in this category, but that might not matter as much as some expect. Samsung has been building foldables for years, and the Galaxy Z Fold 8 has received strong reviews, but Apple’s loyal customer base and ecosystem advantages could help the company gain ground quickly. In particular, developers will be eager to adapt apps for Apple’s foldable, which could give the Ultra an edge in terms of software polish right out of the gate.
Of course, there is always a chance that the iPhone Ultra announcement could be paired with a eye-popping price, especially if Apple wants to position it as a luxury product. Foldable devices generally carry a premium over standard smartphones, and Apple has shown no hesitation about charging more for its Pro and Ultra lines, including the Apple Watch Ultra and Mac Studio. If the iPhone Ultra does appear, it will likely target the same audience that has made high-end Samsung foldables so popular: power users who value a large screen that can fit in a pocket.
The ceramic Apple Watch may finally return
On the wearables side, Apple is expected to refresh the Apple Watch lineup at the September 9th event. Last year brought the Series 11 and the Ultra 3, and both models are likely due for an update this year. According to reports from Bloomberg’s Mark Gurman, the next-generation Apple Watch Series 12 could reintroduce a premium ceramic case option, a material that was once offered on the high-end Apple Watch Edition lines.
Ceramic was praised for its scratch resistance and comfortable feel on the wrist, but Apple quietly phased it out as the company shifted its focus to titanium and aluminum casings. A return to ceramic would give the Series 12 a distinct look and give Apple a way to differentiate the standard watch from the more rugged Ultra series. Gurman also mentions that the Series 12 will come with new band colors and configurations, although a large hardware redesign is unlikely this year.
Health tracking is expected to remain a core focus for Apple’s wearables. Always-on heart rate sensing is one rumored upgrade, and Apple could also announce new sleep monitoring, recovery metrics, or safety features. As the smartwatch market continues to mature, Apple is looking for ways to keep the device relevant by concentrating on wellness features that appeal to both fitness enthusiasts and casual users.
AirPods could get an update, but likely no cameras yet
AirPods have not seen a major update in over two years, so an announcement at Apple’s September event would be a sensible move. Industry watchers believe the next version, likely to be called AirPods 5, might feature a new chip and improved sound quality. There has also been chatter about new health sensors integrated into the earbuds, which would expand their role beyond simple audio playback.
However, those planning to buy camera-equipped AirPods will need to wait until at least 2027. Recent reports indicated that Apple is developing AirPods with built-in cameras, but the company reportedly does not plan to release them for several years. That means the AirPods 5, if they launch this month, will be an iterative upgrade rather than a radical reinvention.
Even without cameras, there are plenty of potential improvements Apple could make, including longer battery life, better active noise cancellation, a smaller charging case, and deeper integration with Siri and the company’s Vision Pro headset. If the new models support wireless charging improvements or spatial audio enhancements, they could easily become must-have accessories for iPhone owners.
With a new CEO leading the way and a potential foldable phone on the horizon, Apple’s September 9th event promises to be an interesting one. Between the rumored price hikes, the delayed base model, and new accessories, there is no shortage of storylines to follow. As always, the final details will only be revealed when Tim Cook’s successor takes the stage to show off the next generation of Apple products.
Source:The Verge News