Apple's September 9 Event: iPhone Ultra, iPhone 18 Pro, Pro Max, and Everything Else to Expect

Apple has set its biggest hardware event in years for Wednesday, September 9, 2026, at 10:00 a.m. Pacific Time, under the banner "Surprise and Shine." This isn't a typical iPhone refresh — Apple is expected to introduce its first-ever foldable iPhone alongside a reshuffled Pro lineup, new watches, new earbuds, and a wave of price increases driven by soaring memory costs.

Here's a complete rundown of everything expected at the event, based on the latest supply chain leaks, analyst reports, and Apple's own confirmed schedule.

When and How to Watch

• Date: Wednesday, September 9, 2026
• Time: 10:00 a.m. Pacific Time
• Where to watch: Apple's website, YouTube, and the Apple TV app

Notably, this will be the first Apple keynote hosted by new CEO John Ternus, who has taken over from Tim Cook after Cook's 15-year run atop the company. Cook now serves as executive chairman and may not appear on stage at all.

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The Foldable iPhone (Likely Called "iPhone Ultra")

The headline act is Apple's first foldable device, widely expected to be branded the iPhone Ultra. Here's what's rumored:

• Book-style, iPad-like design: A roughly 5.5-inch outer OLED display for everyday use, unfolding into a larger ~7.8-inch OLED display — wider than it is tall when open, similar in concept to Samsung's Galaxy Z Fold8
• Ultra-thin build: As thin as 4.5mm unfolded and around 9mm folded, which would make it Apple's thinnest iPhone ever
• Minimal-crease hinge: A liquid metal hinge engineered for durability, with optically clear adhesive reportedly used to reduce visible creasing over time
• Touch ID instead of Face ID: There's reportedly no room for Apple's TrueDepth camera system, so the iPhone Ultra will use a Touch ID side button instead — though it will still have front-facing cameras on both displays
• Two rear cameras, not three: Wide and Ultra Wide lenses only — no telephoto — positioned so the camera system works whether the phone is folded or open
• MagSafe support: Despite early leaks suggesting otherwise, Bloomberg has reported MagSafe charging will be included
• Chip and battery: The same 2nm A20 Pro chip expected across the Pro lineup, 12GB of RAM, and a total battery capacity in the 5,400–5,800mAh range split across both halves of the device
• Colors: Just two — a silver/white finish and a very dark, near-black indigo shade
• Price: TrendForce estimates a starting price of $2,099 to $2,299, with the highest-storage configuration potentially exceeding $3,000 — making it the most expensive iPhone Apple has ever sold

iPhone 18 Pro and iPhone 18 Pro Max

Apple's standard Pro lineup returns with iterative but meaningful upgrades rather than a full redesign:

• Design: Largely unchanged from the iPhone 17 Pro shape — existing cases are expected to fit — though the Pro Max may be slightly thicker to house a larger battery, and the camera plateau could grow slightly for the new variable aperture lens
• Smaller Dynamic Island: Both models are expected to shrink the front cutout, though it won't disappear entirely as some early rumors suggested
• New colors: Dark cherry, light blue, and silver, with reports suggesting no black option this generation
• Subtler two-tone back: The sharp contrast between the frosted glass back and aluminum frame seen on the iPhone 17 Pro may be toned down
• A20 Pro chip: Apple's first 2nm iPhone chip, expected to be roughly 18% faster and up to 30% more power-efficient than the A19 Pro, with a 7-core GPU, wider memory interface, and larger L2 cache
• 12GB of RAM across both models
• LTPO+ display: A more power-efficient OLED panel than the current generation
• Variable aperture camera: A DSLR-style adjustable aperture on the 48MP main camera — Apple's first — though some reports suggest this feature may be exclusive to the Pro Max
• Bigger battery on the Pro Max: Rumored at up to 5,567mAh, a substantial jump that, combined with chip efficiency gains, could deliver Apple's best-ever battery life on a Pro model
• Camera Control changes: The capacitive swipe layer may be dropped in favor of a simpler mechanical button
• Apple C2 modem: Apple's in-house modem, though U.S. models may still need a Qualcomm modem for mmWave 5G support

Price Increases Are Coming

This is the least welcome part of the story. Research firm TrendForce estimates a 10% to 20% price increase across the Pro lineup, driven primarily by memory costs — the price of a 256GB memory chip has reportedly risen nearly 400% year-over-year, pushing the total bill of materials for a 256GB Pro model up roughly 38%.

Apple is expected to absorb part of the cost increase through lower profit margins rather than passing all of it on to buyers, but some increase across the Pro lineup looks likely.

Apple Watch Series 12 and Apple Watch Ultra 4

Neither watch is expected to bring a major design overhaul, but both should get:

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• An updated processor with improved health and fitness tracking
• A possible return of the ceramic case option for the Series 12
• A new continuous heart-rate tracking feature powering an expanded Health app experience, similar in spirit to what Oura Ring offers

There will be no new Apple Watch SE this year.

AirPods 5

References to "AirPods 5" have already surfaced in macOS release candidate code, suggesting a launch alongside the new iPhones. Expected changes include an updated H3 chip for better sound quality and lower latency, with Apple likely continuing to offer both ANC and non-ANC versions.

Other Possible Announcements

A few additional products could make an appearance, though they're less certain:

• Smart home hub: A 7-inch square display device with an integrated camera and presence sensors, designed to control smart home devices, handle video calls, and run the new Siri AI experience arriving in iOS 27
• Apple TV 4K refresh: A faster processor to support Siri AI and new gaming features, along with a possible new remote
• HomePod mini refresh: A faster chip and possibly new color options

What Won't Be at This Event

Several rumored products are expected to be held back for a later event or a standalone announcement:

• Standard iPhone 18 and iPhone 18e: Delayed to spring 2027, alongside the iPhone Air 2, reportedly due to memory chip supply constraints
• Apple Watch SE 4: Not launching this year
• M6 MacBook Pro and M6 iMac: Expected later in 2026, likely via a separate Mac-focused event or press release
• OLED MacBook Pro: Rumored for late 2026 or early 2027
• OLED iPad mini: Expected before the end of October, but not tied to this event

Software: iOS 27 and More

Apple is expected to confirm release dates for iOS 27, iPadOS 27, macOS Golden Gate, tvOS 27, watchOS 27, and visionOS 27 at the event, with a public rollout possibly arriving as soon as September 14 based on past release patterns.

Preorders and Release Date

Apple traditionally opens preorders the Friday after its keynote, but this year that date falls on September 11. Given Apple's history of avoiding that date for major product launches, preorders are more likely to shift to Saturday, September 12, possibly at 5:00 a.m. Pacific Time. Regardless of the preorder date, the new devices are expected to hit stores on Friday, September 18, 2026.

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FAQ

When is Apple's September event? Wednesday, September 9, 2026, at 10:00 a.m. Pacific Time.

Will Apple launch a foldable iPhone? Yes — Apple's first foldable iPhone, likely called the iPhone Ultra, is expected to debut at this event with a starting price around $2,099–$2,299.

Is the standard iPhone 18 coming in September? No. The standard iPhone 18 and iPhone 18e are expected to launch in spring 2027 instead, alongside the iPhone Air 2.

Will iPhone prices go up this year? Likely yes. TrendForce estimates a 10–20% price increase across the iPhone 18 Pro lineup, driven largely by rising memory costs.

When will the new iPhones be available to buy? Preorders are expected around September 12, with retail availability on September 18, 2026.

This article is based on supply chain reports, analyst estimates, and leaks from sources including TrendForce and MacRumors. None of these details are confirmed by Apple and may change at the official announcement.