For years, Apple’s September event has followed a familiar formula: a new iPhone takes centre stage while the company uses the same presentation to refresh some of its other popular devices. This year, however, the September 9 keynote could signal a much bigger shift for the company. Apple is preparing to showcase its next generation of hardware at Apple Park in Cupertino, California, while new CEO John Ternus prepares to lead his first major iPhone launch after taking over from Tim Cook.
Apple has officially confirmed the event for September 9 at 10 a.m. Pacific Time, or 10:30 p.m. in India.
The iPhone 18 Pro and iPhone 18 Pro Max are expected to remain the main attractions. But this year’s event could become more important because Apple is also widely expected to enter the foldable-phone market. Reports point to a device that could be called the iPhone Ultra, alongside updates to the Apple Watch and AirPods lineup.
iPhone 18 Pro Series Expected to Lead the Event
Apple’s Pro iPhones are expected to receive the most attention during the keynote. Reports suggest the iPhone 18 Pro and iPhone 18 Pro Max will focus on improvements to cameras, battery capacity and the front display area rather than a complete redesign.
One of the most talked-about changes involves the Dynamic Island. Apple could make the cutout smaller, giving the display a cleaner appearance. The Pro models are also expected to receive the company’s next-generation A20 Pro chip.
The iPhone 18 Pro Max could receive an additional camera advantage. Reports indicate Apple may introduce a variable-aperture camera system, potentially making the larger Pro model more attractive to photography enthusiasts. A larger battery and a new Dark Cherry colour option have also been linked to the upcoming lineup.
Apple Could Finally Enter the Foldable Phone Market
The most important announcement of the night may not carry the iPhone 18 name at all.
Apple is widely expected to unveil its first foldable iPhone, reportedly called the iPhone Ultra. Unlike a traditional phone that folds vertically, the device is expected to use a book-style design, allowing it to open into a much larger screen.
Reports suggest the foldable could feature an outer display of around 5.3 inches and an inner screen of roughly 7.7 inches. Apple may use a titanium frame and could rely on Touch ID in the power button instead of Face ID to save space inside the thin folding body.
The device could also become Apple’s most expensive iPhone yet. Reports have pointed to a starting price near $1,999, although Apple has not confirmed either the name or the price.
If Apple launches the foldable at this event, it would represent one of the company’s biggest product-category expansions in years.
Apple Watch Series 12 Could Get a Quiet Upgrade
The Apple Watch lineup is also expected to receive an annual refresh.
The Apple Watch Series 12 could bring a faster chip, improved battery performance and additional fitness and health features. A ceramic case option is also reportedly under consideration.
However, buyers should not necessarily expect a major change in the watch’s overall appearance. Current reports suggest Apple will concentrate more on internal improvements and health-related capabilities than on a dramatic redesign.
Apple could also introduce the Apple Watch Ultra 4, with reports pointing to upgraded performance, fitness features and additional satellite-related capabilities.
AirPods 5 May Bring Incremental Changes
Apple could also use the September keynote to refresh its wireless earbud lineup.
Reports suggest the company may introduce AirPods 5, potentially in versions with and without active noise cancellation. An updated chip and improvements to the overall listening experience could form part of the upgrade.
Some earlier reports suggested Apple could eventually develop AirPods with cameras or additional sensing capabilities. Those products, however, are not expected to be part of the September 9 launch and could arrive at a later date.
Apple Could Show New Home Products
The September keynote may extend beyond smartphones, watches and earbuds.
Reports have pointed to possible updates for Apple’s smart-home lineup, including a new Apple TV 4K, an updated HomePod mini and a home hub. Apple could also use the event to discuss how Siri and Apple Intelligence will work across its growing hardware ecosystem.
Not every rumoured product is guaranteed to appear, though. Some reports suggest Apple could hold certain announcements for another event later in the year.
John Ternus Begins His Apple CEO Era
The hardware announcements will carry an added layer of importance because this will be the first major iPhone keynote under John Ternus.
Ternus officially succeeded Tim Cook as Apple CEO on September 1 after Cook spent 15 years leading the company. Cook has moved into the role of executive chairman, while Ternus takes charge at a time when Apple faces pressure to accelerate its artificial intelligence efforts and introduce new product categories.
That makes the September 9 event more than another annual iPhone launch. It will offer an early look at how Apple’s new leadership presents its vision for the next phase of the company.
What Apple Could Announce on September 9?
Based on the latest reports, these are the products most likely to attract attention:
- iPhone 18 Pro: A20 Pro chip, camera upgrades, smaller Dynamic Island and new colour options.
- iPhone 18 Pro Max: Larger battery and potentially a variable-aperture camera system.
- iPhone Ultra: Apple’s first foldable iPhone with a book-style design.
- Apple Watch Series 12: Faster performance, battery and health-related improvements, plus a possible ceramic case.
- Apple Watch Ultra 4: Performance, fitness and satellite-related upgrades.
- AirPods 5: New models, potentially including versions with active noise cancellation.
- Smart-home products: Apple TV, HomePod and a possible new home hub remain among the other reported possibilities.
Apple has confirmed the September 9 event but has not officially revealed the full product list. The company is promoting the keynote with the “Surprise and shine” tagline, leaving plenty of room for additional announcements.
If the latest reports prove accurate, the biggest story from Apple’s September event may not simply be the iPhone 18 Pro. The possible arrival of Apple’s first foldable iPhone, combined with new watches, AirPods and a leadership transition, could make this one of the company’s most closely watched launches in years.
