Apple Sets September 9 Launch Event: iPhone 18, Foldable iPhone and More Expected

Apple has announced that it will hold its next major product launch event on September 9, with the company expected to introduce its latest iPhone lineup and several other devices.

The announcement was made by senior Apple executive Greg Joswiak on X. The event is expected to be one of Apple's biggest product launches of the year, with attention focused on the company's next-generation iPhones and its rumored entry into the foldable smartphone market.

iPhone 18 lineup expected

Apple is widely expected to unveil the iPhone 18 series during the September event. The new lineup is likely to bring hardware and performance upgrades as the company continues to compete in the premium smartphone market.

One of the biggest attractions could be Apple's first foldable smartphone, which has reportedly been in development for years.

Foldable iPhone could challenge Samsung

Apple's rumored foldable device is expected to target the high-end segment of the rapidly growing foldable smartphone market. The device could become an important addition to Apple's premium product portfolio and potentially help increase average selling prices.

Analysts have viewed Apple's possible entry into foldable phones as significant because Samsung has established a strong position in the category.

The foldable iPhone is reportedly expected to carry a premium price, although Apple has not officially confirmed the device's name, specifications or pricing.

New CEO John Ternus to lead major Apple event

The September launch could also mark the first major product event for John Ternus as Apple's chief executive.

Ternus is set to take over as Apple CEO on September 1, with Tim Cook transitioning to the position of executive chairman, according to the information provided.

The leadership transition adds further significance to the September event, as Apple's product launches have traditionally been closely watched for clues about its future strategy.

Apple Watch and smart home products

Alongside the iPhone lineup, Apple is also expected to introduce new wearable and smart-home products.

Reports suggest the company could unveil the Apple Watch Series 12 and Apple Watch Ultra, while additional smart-home devices may also be announced.

Apple has also promoted the event with artwork featuring the tagline “Surprise and shine” and a glowing neon-style Apple logo.

The visual design has drawn comparisons with the neon-inspired aesthetic associated with Apple's Siri AI developments showcased earlier in 2026.

Event details

Apple's September 9 event is scheduled to take place at the Apple Park campus in Cupertino, California.

The company has also made a livestream available through its YouTube channel. The event is scheduled to begin at 10 a.m. PT on September 9.

While Apple has confirmed the event date, details about the products that will be unveiled will remain subject to the company's official announcements.