Apple’s September 9th launch event promises to be one of the most consequential in recent memory. It arrives just days after John Ternus takes over as CEO from Tim Cook, and rumors suggest the company will finally introduce its first foldable iPhone, along with the usual slate of Pro upgrades, new wearables, and even a refreshed set of AirPods. With anticipation building, here is everything you need to know before the announcements begin.
How to watch Apple’s September launch event
Apple’s “Surprise and shine” event will take place on Wednesday, September 9th, at Apple Park in Cupertino, California. The keynote kicks off at 1PM ET / 10AM PT and will be livestreamed on Apple’s website, the Apple TV app, and YouTube. As always, the stream may start a few minutes early with an atmospheric pre-show loop. For those unable to tune in live, Apple will upload the replay to its official channels immediately after the event wraps.
A new era under John Ternus
This year’s September keynote carries added weight because it will be the first major product launch under John Ternus, who officially took over as CEO on September 1st. Ternus is not the typical executive who ascends to the top job at a consumer tech giant. He built his reputation behind the scenes, leading Apple’s hardware engineering group and helping orchestrate the transition from Intel to Apple silicon. That transition is widely regarded as one of the most successful strategic pivots in tech history, and it cemented Ternus’s credibility as an engineering-driven leader.
His promotion was still something of a surprise, as many analysts expected someone with a stronger public-facing or operations background. But Ternus has been a steadying influence during several challenging product cycles, and he reportedly has a reputation for being calm, direct, and deeply knowledgeable about every aspect of Apple’s supply chain and hardware development. With his first keynote as CEO, he will need to show investors, developers, and consumers that Apple can still deliver the kind of jaw-dropping moments that the company’s fall events have historically been known for.
One of the clearest signals of Apple’s ambitions under Ternus will be how the company approaches product pricing. Tim Cook’s era saw Apple expand its services revenue and premium product tiers. Ternus takes over at a time when inflation has pushed component costs higher, and Apple has already raised prices across its product lines. The decision to increase prices on the iPhone Pro models – if confirmed – will be an early indicator that Ternus is comfortable continuing that strategy.
The iPhone 18 might be a no-show
Apple has traditionally used its September event to unveil the full iPhone lineup, but this year may be different. Reports indicate that the base iPhone 18 is being held until early next year, possibly launching in tandem with a lower-cost iPhone 18E and an updated iPhone Air. That would be a major shift in Apple’s release cadence, and it signals a new approach to tiering. Instead of releasing all models at once, Apple may be trying to extend the shelf life of each release cycle.
For consumers, the absence of a base model could be confusing. Many people upgrade their iPhones every two or three years and expect the newest entry-level option to appear in September. If the rumored delay happens, budget-conscious buyers will be forced to wait several more months or step up to a more expensive Pro model. It is a risk, but one that Apple may be willing to take to avoid cannibalizing sales of the iPhone Air or other mid-tier devices.
iPhone 18 Pro and Pro Max could launch with a price hike
Although the base model may be missing, Apple is expected to announce the iPhone 18 Pro and Pro Max on September 9th. Both models are rumored to receive larger batteries, a key upgrade for users who feel the current generation does not last long enough. Another long-standing rumor is that Apple will finally shrink the Dynamic Island, giving the display a cleaner look while preserving the TrueDepth camera system. The most tantalizing camera change, however, is a variable aperture system that could allow the iPhone to adapt its lens settings based on lighting conditions. If that rumor proves accurate, it would be a major leap for smartphone photography.
Previous leaks also point to a fresh color lineup for the Pro series, including black, silver, light blue, and a dark cherry purple. The purple shade could be especially popular given that Apple has historically used new colors to drive excitement. Dummy models allegedly showing these colors have already surfaced on social media, but as always, actual materials and finishes may differ from what leaks suggest.
Pricing is the bigger concern. Apple has already implemented price hikes on many products this year, especially outside the United States where currency fluctuations have squeezed margins. It now appears that the iPhone is heading for another increase. Last year, the iPhone 17 Pro and Pro Max carried starting prices of $1,199 and $1,399, respectively. If another $100 is added to each model, the new Pro could start at $1,299 and the Pro Max at $1,499. That would put a fully configured Pro Max well above the $2,000 mark for the first time.
Apple might announce its first foldable phone
The most closely watched rumor of all is that Apple will unveil its first foldable iPhone, likely called the “iPhone Ultra.” Images of a dummy model emerged earlier this year, showing a passport-style foldable design that looks remarkably similar to Samsung’s Galaxy Z Fold 8 and the Xiaomi 18 Fold. Samsung has been refining its foldable line for years, and the Galaxy Z Fold 8 was recently praised by reviewers for feeling like a device from the future. Apple is notoriously late to entering product categories, but it often uses that time to improve on existing formulas.
A foldable iPhone would mark a fundamental departure from the bar-shaped design that has dominated the industry since the original iPhone launched in 2007. It would also pose significant challenges. The display crease, which has plagued nearly every foldable to date, would need to be nearly invisible for Apple to launch a product that lives up to its standards. Battery capacity, internal silicone layering, and multi-window software are all areas where Apple will need to make thoughtful choices.
If Apple does announce a foldable, it will instantly reshape the competitive landscape. The company’s ability to influence developers and create compelling software experiences is unmatched. Rivals like Samsung, Google, and OnePlus have all made strides, but an Apple foldable could legitimize the category in the eyes of mainstream consumers, much as the Apple Watch legitimized smartwatches. However, early reports suggest the device may carry an exceptional price tag, potentially above $1,800. That will test just how much consumers are willing to pay for a foldable iPhone.
The ceramic Apple Watch may finally return
The Apple Watch line is also expected to see updates at the September event. Last year brought the Apple Watch Series 11 and Ultra 3, and a refresh would be consistent with the company’s annual pattern. According to reports, the Apple Watch Series 12 will reintroduce the premium ceramic case option, which was discontinued several years ago. Ceramic offers a distinctive look, better scratch resistance, and a more luxurious feel than standard aluminum or stainless steel. Analysts have longed for its return, and it could once again position the Apple Watch as a fashion accessory as well as a health device.
The Series 12 is unlikely to feature a dramatic redesign. Instead, Apple may introduce new band colors and configurations, alongside incremental improvements to the display and processor. Health sensing is another area where Apple continues to invest heavily. Always-on heart rate monitoring has been cited as a possible addition, which would build on the existing ECG, blood oxygen, and temperature sensing capabilities. These features are part of a broader strategy to keep the Apple Watch at the center of consumers’ daily health routines.
Apple could launch new AirPods, but probably not with cameras
The AirPods family is another product line that seems overdue for an update. The AirPods 4 were first released in 2024, so a successor is plausible. Yet, the camera-equipped AirPods that generated headlines in recent weeks are unlikely to appear at this year’s event. Those are reportedly still in early development and may not arrive until 2027. The next AirPods, likely called AirPods 5, will probably focus on refining the core listening experience with a new chip, improved battery life, and perhaps additional health-related sensors.
While it may not be an exciting launch compared to a foldable iPhone, an update to AirPods is an important part of Apple’s ecosystem. AirPods help tie users to iCloud, Siri, and Apple Music, and they are among the most successful accessory products in the world. The upgrade could also include better noise cancellation, richer audio quality, and more seamless pairing with the iPhone. With Samsung and Sony continuing to push high-end audio, Apple needs to keep the AirPods line competitive even without flashy camera features.
What else could Apple announce?
Beyond the headline products, Apple may have a few surprises. The company has been exploring stress monitoring and improved sleep tracking for the Watch, which could be introduced as part of a larger health push. Some reports also point to updates in the iPad lineup, though those are usually saved for a separate event later in October. Software updates for iOS and macOS will be highlighted as well, with new AI-based features and integration capabilities taking center stage.
The September keynote will also reveal how John Ternus plans to carry Apple’s momentum forward. Tim Cook was a master of operations and supply chain management, but Ternus is more of a product visionary. Observers are curious whether his leadership style will lead to faster iterations or a more carefully curated lineup. If Apple is indeed trimming the annual upgrade cycle and spreading launches out across the year, that would be a subtle but fundamental shift in the company’s strategy. Both events and consumers will have to adapt to a new rhythm where September no longer offers an entirely new iPhone lineup.
As Wednesday approaches, the rumor mill continues to churn. Whether or not every prediction comes true, the September 9th launch event is a fixture on the tech calendar and will set the tone not just for Apple’s holiday quarter, but for the entire smartphone and wearables market over the coming year. The return of ceramic Apple Watches, a possible foldable, a delayed base phone, and rising prices all paint a picture of a company making deliberate choices in a maturing industry. For consumers, that likely means more high-end options with heftier price tags, but also a level of innovation that keeps even the most hardened skeptics watching closely.
Source: The Verge News