Apple is heading into its September 9th launch event with enormous expectations. The annual showcase, set to take place at Apple Park in Cupertino, California, will be the company’s first major product event after John Ternus succeeded Tim Cook as CEO on September 1st. It could also be one of the most momentous iPhone days in years: Apple may reveal its first foldable phone, introduce the next Pro models, refresh the Apple Watch line, and update the AirPods family. It is also an event with real uncertainty, because one of the most important iPhone models may not show up at all.

The event is called “Surprise and shine,” and it kicks off on Wednesday, September 9th, at 1PM ET / 10AM PT. Apple will livestream it on its website, through the Apple TV app, and on its official YouTube channel. As usual, the production will originate from Apple Park, with prerecorded segments, product films, and likely a brief audience at the Steve Jobs Theater. If past events are any guide, the event should last about an hour, though Apple has occasionally packed longer presentations with additional software and services announcements.

A changing of the guard

One reason this event stands out is the leadership transition. John Ternus, who previously oversaw Apple’s hardware engineering, formally moved into the CEO role on September 1st. He takes over from Tim Cook after a long run in which Cook transformed Apple into a services-heavy company and expanded the product ecosystem. Ternus has been one of the most visible executives in Apple product videos for years, often discussing chip design, display technology, and industrial design. Apple’s September launch will therefore be an early test of his product roadmap and public leadership.

Apple has not confirmed how much of this event will address the management change, but the presence of a new CEO could make the keynote feel distinctly different. Ternus is expected to focus on hardware innovation and supply chain execution, particularly at a time when Apple is trying to catch up in foldables and AI features. The company has had a strong few years with the Apple Silicon transition and some notable updates to the Mac and iPad, but the iPhone remains the centerpiece of its business.

The base iPhone 18 may be delayed

The most counterintuitive rumor ahead of this event is that Apple might not announce the base iPhone 18. In recent years, Apple has used its September keynote to introduce the entire iPhone lineup, including the standard model. That pattern may change in 2026. Reports suggest the standard iPhone 18 has been pushed back to early next year, when it could launch alongside a lower-cost iPhone 18E and an updated iPhone Air. The move would be unusual, but Apple has occasionally staggered releases when component supply or software readiness required more time.

For customers hoping to buy a less expensive new phone, the implication is simple: they will likely need to wait. The iPhone Air, which Apple positioned as a lighter, design-forward model, may also see its refresh land a few months later than originally planned. Meanwhile, the iPhone 18E name suggests Apple intends to continue expanding the “E” series as an entry-level product. That would give budget-conscious buyers more choices, but not on September 9th.

iPhone 18 Pro and Pro Max: bigger batteries, better cameras, higher prices?

While the base model may be delayed, Apple is still expected to introduce the iPhone 18 Pro and iPhone 18 Pro Max at the September event. The two high-end phones are rumored to feature larger batteries than the iPhone 17 Pro models, which could improve battery life and make room for more power-hungry display and AI features. Apple is also said to be considering a smaller Dynamic Island, a change that has appeared in previous rumors and would make the front of the phone feel more immersive.

The camera system could receive one of the most significant upgrades. A variable aperture camera has been discussed for years, and it may finally reach the iPhone 18 Pro models. That technology would allow the lens to let in more or less light depending on the scene, giving photographers greater control over depth of field and low-light performance. It would be a notable shift for Apple, which has typically favored large sensors and computational photography over moving mechanical parts.

Leaked dummy models have also offered a preview of the color palette. The new Pro models could be available in black, silver, light blue, and a dark cherry purple. Those colors are not official, but dummy models often leak from supply chain cases and have historically been accurate indicators of the options Apple plans to ship. Apple usually saves special finishes for its Pro phones, and dark purple would mark a departure from the more conservative colors of recent generations.

There is also bad news for buyers: the Pro and Pro Max may become more expensive. Apple raised prices on nearly all of its products earlier this year, and the iPhone line has so far been shielded from those increases. That could change on September 9th. Component costs, including memory and display panels, have reportedly risen, and Apple may try to offset those expenses with a price bump on its best-selling products.

Apple’s first foldable may finally arrive

The headliner of the event could be the long-rumored foldable iPhone. Leaks have referred to it as the “iPhone Ultra,” and dummy models surfaced earlier this year showed a passport-style design. That is the same form factor used by Samsung’s Galaxy Z Fold 8, which opens like a book to reveal a large inner display and has a smaller screen on the outside. It is also similar to the Xiaomi 18 Fold, another high-end foldable that has been competing with Samsung in global markets.

Apple has been slower than its Android rivals to enter the foldable market. Samsung, Google, OnePlus, and several Chinese brands have already sold multiple generations of foldable phones. By the time Apple’s first model ships, many of those products will have matured. Yet that has not stopped anticipation from building. Some reviewers have said Samsung’s latest Fold feels like the future, which raises the bar for Apple’s entry. If Apple’s foldable launches at this event, it will have to match or beat the crease management, hinge durability, multitasking software, and battery life of established foldables.

The iPhone Ultra name suggests Apple may position the device as a category above the Pro lineup, possibly with a premium price to match. The foldable is expected to use Apple’s latest chip, advanced camera hardware, and a hinge system developed over years of internal testing. The challenge for Apple will be software. Foldables require flexible app layouts, improved split-screen experiences, and seamless screen transitions. Apple has been working on iPadOS-style multitasking for the iPhone, and it could use the foldable to introduce a new interaction model.

If the iPhone Ultra does not appear on September 9th, it would be a notable disappointment. Recent leaks have made it seem increasingly likely, but Apple has also delayed foldable projects before. The company has been cautious about display durability and production yields, and it may not want to rush a product category that will face intense scrutiny.

Apple Watch Series 12 could bring back ceramic

Last September, Apple introduced the Apple Watch Series 11 and the Apple Watch Ultra 3. This year, reports indicate the company may be preparing updates to both devices. The most striking change may be a return to ceramic cases. Ceramic was once available on the Apple Watch, but Apple eventually dropped it from the lineup. A new ceramic option could give the Series 12 a more distinctive look and appeal to buyers who want something more luxurious than aluminum or stainless steel.

Reports indicate the Series 12 will also include new band colors and configurations, though a major redesign is unlikely. Watch bands have become an important part of Apple’s accessory business, and new seasonal colors are an easy way to refresh the lineup without changing the core hardware. Apple is also expected to introduce more health-related features. Always-on heart rate sensing has been mentioned as a possibility, and the company has been investing in sleep, respiratory, and wellness tracking for years.

Health sensors may eventually require regulatory approvals, so some new capabilities may be announced before they are activated in all regions. Even a modest update would keep the Apple Watch competitive, particularly as fitness trackers and smartwatches from other companies add more advanced metrics.

AirPods 5 might be coming, but they probably won’t have cameras

AirPods are also due for an update. The AirPods 4 have been on sale for a couple of years, and the September event would be a natural moment to introduce AirPods 5. Rumors have suggested that Apple is exploring camera-equipped AirPods, but those are reportedly not planned until 2027. As a result, the next AirPods are expected to be a more iterative upgrade, with a new chip, better audio processing, and possibly additional health sensors.

The current AirPods lineup includes multiple tiers, from the base model to the AirPods Pro and AirPods Max. Apple may choose to update only a couple of those models this year, while saving the larger AirPods Pro redesign for a future date. New chips could improve noise cancellation, transparency mode, and adaptive audio. Health sensors in the ear would open up new possibilities, but they also raise battery and comfort challenges.

As always with Apple events, the final product announcements could include a few surprises beyond the expected hardware. The September 9th keynote will be available to anyone who wants to watch, and the event will set the tone for Apple’s final quarter of 2026. With a new CEO, a possible foldable iPhone, and several product lines due for updates, this launch is shaping up to be one of the most important in Apple’s recent history.

Source:The Verge News