Apple has confirmed it will hold its annual iPhone-focused event on Wednesday, September 9, at its Cupertino campus, setting the stage for what's shaping up to be one of the company's most significant hardware launches in years.
A New Form Factor
The headline reveal is expected to be Apple's first foldable iPhone, reportedly to be marketed as the iPhone Ultra, marking the company's first new phone form factor since the iPhone X debuted in 2017. Alongside it, Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max, both built around a new A20 Pro chip manufactured on a 2-nanometre process for improved speed and battery efficiency.
What Else Could Show Up
Rumors point to an upgraded variable-aperture rear camera on the Pro models, a smaller Dynamic Island, and possible updates to the Apple Watch Series 11, Ultra and SE lines at the same event. Apple has skipped a standard iPhone 18 this year, reportedly holding the more affordable model back for a spring 2027 launch instead.
Pricing Pressure
Analysts are watching closely for price increases across the new lineup, with memory chip shortages pushing component costs higher industry-wide this year. Early estimates from supply-chain researchers suggest the Pro models could see some of the steepest year-over-year price jumps in recent iPhone history.
Why It Matters
A foldable iPhone would put Apple in direct competition with Samsung's long-running foldable lineup and China's fast-growing foldable makers, a segment Apple has avoided until now. The event will be streamed live on Apple's website, YouTube channel and the Apple TV app, with pre-orders expected to open within days of the announcement.