Apple’s annual iPhone showcase on Wednesday, September 9, could be one of the company’s most important product events in over a decade.
The event will also introduce Apple’s new CEO, John Ternus, who took over on September 1 after Tim Cook stepped down. This comes as Apple is expected to reveal its first foldable smartphone.
The main highlight will be Apple’s first foldable phone, which many are calling the iPhone Ultra or iPhone Fold. This is Apple’s first major design change since the iPhone X removed the home button in 2017. The new phone is expected to fold like a book and have a 4:3 aspect ratio when closed.
As more people around the world want wide-screen foldable phones, Apple hopes this new device will bring new energy to its main product lineup.
Apple will also launch the iPhone 18 Pro and iPhone 18 Pro Max. These high-end models will get upgrades like a faster A20 Pro chip, better cameras, and a smaller Dynamic Island.
For the first time, Apple will not release its standard base models this week. Instead, the company will launch only the Pro and foldable devices in the fall, while the regular iPhone 18 and a new iPhone Air will come out in spring 2027.
Apple will also update its home products. Expect a new Apple TV set-top box and an improved HomePod mini, both with faster chips to support better Siri AI features.
Apple might also show a new home hub that combines a smart speaker and a touchscreen for controlling home devices, widgets, and FaceTime calls. The company will also update its wearables, including the Apple Watch Series 12, Apple Watch Ultra 4, and new AirPods.
On the software side, Apple will release the final versions of iOS 27 and related operating systems. These updates will include new features for dual-screen use on foldable devices.
However, customers should expect higher prices. Because of more expensive parts and a shortage of memory chips, the iPhone 18 Pro and the new foldable model will likely cost more when they launch.
