GoKawiilSomething to look forward to: Apple will hold its next product event on September 9, when it is expected to unveil new Pro iPhones and could introduce its first foldable iPhone. A foldable model would put Apple into a maturing hardware category, while a revised release schedule could reshape how the company rolls out new iPhones.
The event starts at 1 pm ET at the Steve Jobs Theater at Apple Park. Apple sent invitations on Wednesday with the tagline, "Surprise and shine." The presentation will also be streamed on Apple's website.
The foldable iPhone would be the event's biggest announcement. Apple has been linked to the product for years, but recent reports and an apparent dummy unit have provided more details about its possible design. The device appears to use a wide, book-style format, similar to Samsung's Galaxy Z Fold 8, that unfolds into a larger display.
That design would put Apple directly into a category that Samsung and other Android phone makers have been developing for several years. Foldable phones have improved in areas such as hinge construction, display durability, and software support for larger internal screens. Apple's entry would test whether the company can bring its hardware-and-software approach to a market it has so far watched from the sidelines.
Apple is also expected to update its Pro and Pro Max models. If it maintains its current naming convention, the devices would be called the iPhone 18 Pro and iPhone 18 Pro Max. The updates are expected to be less extensive than the redesign Apple introduced with the iPhone 17 Pro Max last year.
– Greg Joswiak (@gregjoz) August 26, 2026
The standard iPhone 18 may not appear at the event. Apple is reportedly planning to launch that model next year instead. The company is also rumored to be preparing an iPhone 18e and a second-generation iPhone Air for 2027.
If those reports are accurate, Apple would be moving away from its usual approach of launching its main iPhone lineup simultaneously each fall. Instead, the company could spread releases throughout the year while using its September event to focus on higher-end devices and new form factors.
The event will also be the first major Apple presentation led by John Ternus. The former hardware chief is scheduled to become CEO on September 1, replacing Tim Cook.
For Ternus, the September 9 event may offer an early indication of Apple's future hardware priorities. A foldable iPhone, new Pro models, and a different release schedule would mark a notable shift in the company's iPhone business.