The company will host its autumn launch event on September 9 under the tagline “Surprise and shine”. Apple has revealed little about the programme, as is customary, but months of leaks and industry speculation have offered a broad outline of what may be announced.
The iPhone 18 Pro and iPhone 18 Pro Max are widely expected to headline the presentation. More significantly, Apple could use the event to introduce its first foldable iPhone, marking a potential entry into a smartphone category the company has so far watched from the sidelines.
The event will also mark a change in Apple’s leadership. John Ternus is set to host his first major iPhone launch as Apple’s CEO after officially taking over the role earlier this month. Tim Cook has moved into the position of executive chairman, making the September event the first major consumer-facing launch of Apple’s new leadership era.
The next Pro iPhones are expected to bring incremental changes to Apple’s established design rather than a complete visual overhaul. According to reports, the larger changes could be found inside the devices.
Apple’s A20 Pro processor is expected to power the two Pro models, alongside a smaller Dynamic Island and the company’s C2 modem. Rumours have also pointed to changes to the Camera Control button, while a new Dark Cherry colour option could join the line-up.
The iPhone 18 Pro Max may receive a more distinct set of upgrades. It could be marginally thicker than its predecessor, potentially making room for a larger battery. Another rumoured addition is a variable-aperture main camera, which would allow the lens opening to adjust according to lighting conditions and give users greater control over exposure and depth of field.
The biggest question surrounding the event, however, is whether Apple is ready to enter the foldable smartphone market.
Apple’s first foldable iPhone has been the subject of speculation for years, but recent reports suggest that the device could finally be ready for a public debut. It is expected to adopt a book-style design, with an outer display of around 5.5 inches and a larger 7.8-inch screen when opened.
Reports suggest the unfolded device could measure just 4.5mm thick. Achieving that slim profile may involve some trade-offs. The foldable is expected to rely on a side-mounted Touch ID sensor rather than Face ID and could feature two rear cameras instead of the triple-camera arrangement found on Apple’s Pro phones.
The name remains uncertain, although the iPhone Ultra has emerged as a widely rumoured possibility. Price is another unanswered question, but reports have suggested that the device could start at $2,000 or more.
Apple’s wearables are also expected to receive their annual refresh.
The Apple Watch Series 12 is tipped to retain the familiar look of recent models while receiving a faster processor and improvements to health. The Apple Watch Ultra 4 could follow a similar path. Rather than a major redesign, the rugged smartwatch is expected to receive internal upgrades.
Apple may also introduce a new generation of AirPods. The rumoured AirPods 5 could arrive in two variants, with active noise cancellation available on one model and omitted from the other. An H3 chip could bring improvements to audio performance and latency.
There has also been speculation about updates to Apple’s smart-home portfolio, although there is less clarity about which products, if any, may be ready for the September stage.
None of these products has been confirmed by Apple, and the final line-up could differ from what rumours suggest. The combination of a new iPhone generation, a possible foldable debut and a change at the top of the company makes this year’s event more consequential than a routine annual upgrade cycle.
Apple’s answers will arrive on September 9.
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