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Apple confirmed its next product launch event for September 9 at Apple Park in Cupertino, using the tagline 'Surprise and Shine.' The event is expected to introduce the iPhone 18 Pro and Pro Max, along with the Apple Watch Series 12, Apple Watch Ultra, and new smart home devices, though the standard iPhone 18 reportedly won't arrive until next year.
Apple has sent out invitations for a launch event on September 9 at 10am PT, widely expected to unveil its first foldable iPhone alongside new iPhone 18 Pro and Pro Max models. Reports suggest the foldable device, rumored to be called the iPhone Ultra, will use a book-style design similar to Samsung's Galaxy Z Fold 8. Updated Apple Watches and a refreshed Apple TV 4K may also be announced at the same event.
Apple has confirmed a product event for September 9 at 10 a.m. PT, themed 'Surprise and shine,' where it plans to reveal the iPhone 18 Pro, iPhone 18 Pro Max, and its first-ever foldable iPhone, reportedly called iPhone Ultra. Notably absent this year is a standard iPhone model, with Apple said to be shifting that release to spring 2027 alongside the iPhone 18e and Air 2.
Apple unveiled the M6 chip alongside new Mac mini and Mac Studio models, marking the debut of a chip family that will later include the iPhone 18 Pro's A20 Pro. Apple says M6 uses a 2-nanometer manufacturing process and a redesigned 12-core CPU layout, delivering major gains in speed and power efficiency along with a doubled Neural Engine for on-device AI tasks.
CNET has outlined its expectations for major smartphone launches through 2026, following recent releases from Samsung, Google and Apple. The report suggests Apple may split its iPhone 18 launch, debuting a foldable iPhone Ultra soon while delaying the standard iPhone 18 to early next year, as RAM shortages and AI competition pressure manufacturers to balance innovation with pricing.
According to Bloomberg's Mark Gurman, Apple is preparing to unveil the AirPods 5 as soon as its expected September 9 event, alongside a foldable iPhone, iPhone 18 Pro models, and updated Apple Watches. The new earbuds will reportedly come in two versions—a standard model and one with active noise cancellation—replacing the entry-level AirPods last updated in 2024.
Bloomberg's Mark Gurman reports that Apple will raise prices by at least $100 on the iPhone 18 Pro and other devices unveiled at its September event, pushing the Pro model to roughly $1,200. The increase is linked to an AI-driven RAM shortage squeezing supply across phones, laptops and consoles, and follows earlier price hikes this summer on select MacBooks, iPads and HomePods.
According to Bloomberg's Mark Gurman, Apple is likely to raise iPhone 18 Pro prices by roughly $100, bringing the base model to about $1,199, rather than the steeper $1,299-$1,399 some analysts predicted. That would mirror recent $100 price hikes from Samsung and Google on their flagship phones amid rising memory and component costs.