Apple has announced September 9 as the date for its next major product launch, setting the stage for its annual iPhone unveiling and potentially its biggest hardware announcement in years.
The event, which carries the “Surprise and Shine” tagline, will be held at Apple Park in Cupertino, California, from 10 a.m. PT.
This year’s event could mark a significant transition for Apple. It is expected to be the first major Apple launch event under John Ternus as CEO, after he takes over from Tim Cook on September 1.
Foldable iPhone could headline Apple’s biggest launch
The most significant announcement expected at the event is Apple’s long-rumoured foldable iPhone.
Apple has yet to enter the foldable smartphone market, despite Samsung, Google and other manufacturers having released multiple generations of foldable devices.
A foldable iPhone would represent a major expansion of Apple’s smartphone lineup and could give the company a new category of premium hardware with which to compete.
The device is widely expected to attract attention not only because of its design, but also because Apple’s approach could influence how mainstream consumers view foldable smartphones.
However, Apple has not confirmed that a foldable iPhone will be unveiled at the September event, meaning the product remains subject to the company’s final launch plans.
iPhone 18 Pro models expected
Apple is also expected to introduce the iPhone 18 Pro and iPhone 18 Pro Max.
Unlike the potential foldable model, the two Pro phones are expected to represent more incremental upgrades to Apple’s existing flagship lineup.
Reports suggest Apple will focus on improvements to performance, cameras and other internal components rather than introducing a complete redesign.
The standard iPhone 18, however, is reportedly not expected to launch alongside the Pro models. Apple is said to be delaying the standard version until next year, potentially changing the company’s traditional annual iPhone release cycle.
If confirmed, the move would allow Apple to place greater emphasis on its premium smartphones during the September event while separating the launch of its standard models.
New Apple Watch models could also arrive
The iPhone will likely share the stage with new wearable devices.
Apple is expected to announce the Apple Watch Series 12 and a new Apple Watch Ultra.
The new watches are likely to build on Apple’s existing health, fitness and safety features while introducing improvements to performance and battery life.
Apple’s smartwatch business has become an important part of its broader hardware ecosystem, helping keep users connected to their iPhones while expanding the company’s reach into health and fitness technology.
The company could use the September event to reinforce that ecosystem as it introduces its latest wearable hardware.
Apple may reveal new smart home devices
Apple is also expected to unveil new smart home products at the event.
The company has been expanding its ambitions in the smart home market, where it competes with products from Amazon and Google.
New hardware could strengthen Apple’s Home ecosystem and give users more ways to interact with Apple services and devices around the house.
Details about the expected products remain limited, however, and Apple has not confirmed which smart home devices will appear at the event.
iOS 27 and other software updates
Beyond hardware, Apple could announce release dates for its next-generation operating systems.
These may include iOS 27, iPadOS 27 and macOS Golden Gate, alongside updates for other Apple platforms.
The software updates are expected to bring new features and refinements across Apple’s ecosystem, allowing the company to connect the hardware announced at the event with its broader software strategy.
For iPhone users, the release of iOS 27 could be particularly significant as it will become the software foundation for Apple’s next-generation smartphones.
A major event for Apple’s leadership transition
The September 9 event will also be closely watched because of Apple’s leadership change.
Ternus, who has led Apple’s hardware engineering organisation, is scheduled to become CEO on September 1, replacing Cook after more than a decade at the company’s helm.
That makes the September event an important moment for Apple beyond its product announcements.
While Ternus has been deeply involved in Apple’s hardware development, his first major product launch as CEO will give investors and customers an early look at how the company presents itself under its new leadership.
For now, the focus remains on what Apple will unveil.
With the iPhone 18 Pro models, new Apple Watch devices, possible smart home hardware and the company’s long-awaited entry into foldable phones all potentially on the agenda, the September 9 event could be one of Apple’s most closely watched launches in years.
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