Titled “Surprise and shine”, the event is expected to mark a significant shift in Apple’s iPhone strategy. The company is expected to introduce new Pro models and could enter the foldable smartphone market for the first time.
Apple’s September 9 event begins at 10:00 AM Pacific Time, which means viewers in India will need to tune in at 10:30 PM IST. The event will continue late into Wednesday night, with Apple expected to announce major hardware products before revealing details about pricing, availability and pre-orders.
The event can be watched through Apple’s official events website on a phone, tablet, laptop or desktop browser. It will also be available through the Apple TV app, while Apple will stream the keynote on its official YouTube channel, giving viewers another option without requiring an Apple device. Viewers planning to watch the full event are advised to open the stream a few minutes before 10:30 PM IST, as Apple typically begins with an opening presentation before moving to individual product announcements.
Among the changes being discussed is a possible smaller Dynamic Island. Apple could also introduce a variable-aperture camera system on the Pro models, potentially giving users greater control over how much light reaches the camera sensor.
The iPhone 18 Pro models are also expected to place significant emphasis on performance and Apple Intelligence. The exact software features and hardware capabilities, however, will only be confirmed when Apple takes the stage.
This year’s iPhone launch could differ significantly from Apple’s strategy over most of the past decade. Reports suggest the company is splitting its iPhone launch schedule, with the September event focusing on its premium iPhones instead of launching the standard iPhone 18 alongside the Pro models.
The standard iPhone 18, iPhone 18e and a second-generation iPhone Air are reportedly being pushed towards a spring 2027 launch window. Such a move would represent a major change to Apple’s traditional September iPhone strategy and could make tonight’s event more focused on the company’s high-end products.
The biggest potential surprise could be Apple’s first foldable iPhone. Apple has reportedly been working on a foldable iPhone for years, with multiple reports pointing to a possible debut at the September 9 event. Reports and leaks have referred to the device as the iPhone Ultra, although Apple has not confirmed the name.
The expected design is closer to a book-style foldable such as Samsung’s Galaxy Z Fold series rather than a compact flip phone. When opened, the device is expected to provide a much larger display while folding into a more conventional smartphone-sized device.
Reuters reports that Apple’s foldable could be positioned as an extremely premium product, with expectations that its price could exceed $2,500. The company is also reportedly focusing on engineering details including the hinge and reducing the visibility of the display crease.
If Apple launches the foldable iPhone tonight, it could become the defining announcement of the event. Samsung, Google and other foldable-phone makers will be watching closely because Apple’s entry could significantly increase mainstream consumer interest in foldable phones.
The iPhone may not be the only hardware announced during the event. Apple is also expected to refresh its wearable portfolio, with reports pointing towards a possible Apple Watch Series 12 and an updated Apple Watch Ultra. New health-related features and additional design options have also been rumoured.
An AirPods announcement is also possible, although not every product mentioned in leaks is guaranteed to appear tonight. Reports have suggested that Apple could introduce updated AirPods with improvements to internal hardware and health-related features. More ambitious AirPods products, including models with cameras, are reportedly expected later rather than at this event.
Several products that consumers might normally expect at a September iPhone launch may therefore not appear tonight. The standard iPhone 18 is reportedly delayed until spring 2027, while the iPhone 18e and second-generation iPhone Air are also expected to arrive later. Camera-equipped AirPods are currently expected later rather than tonight.
These details remain based on reports and leaks rather than Apple’s official confirmation. Apple has not publicly confirmed its full product list for the September 9 keynote.
The September 9 event is also expected to be the first major Apple product launch under CEO John Ternus, following Tim Cook’s move into the executive chairman role. This makes the event an important early test of Apple’s direction under its new leadership.
More significantly, Apple is potentially entering a new phase in the smartphone market. The company has traditionally been cautious about adopting technologies already embraced by competitors. A foldable iPhone would therefore represent more than another product launch, marking Apple’s entry into a category that Samsung and Chinese smartphone manufacturers have spent years developing.
Apple will also need to demonstrate that the iPhone 18 Pro and Pro Max deliver meaningful improvements over the iPhone 17 Pro generation, particularly if prices rise.
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