Apple has set September 9 for its next major product event, where the company is expected to unveil its newest iPhones — with attention already turning to the long-rumored foldable iPhone that could mark one of the biggest changes to Apple’s flagship device in years..
The company announced the event under the tagline “Surprise and shine,” but offered no details about what it plans to reveal. The presentation begins at 10 a.m. Pacific time and will stream through Apple’s website and the Apple TV app.
Attention is centered on Apple’s first foldable iPhone. The device is expected to open into a display roughly comparable in size to an iPad mini, moving Apple into a premium smartphone category where Samsung and other manufacturers have already spent years developing foldable devices. Analysts cited by Reuters expect Apple could ship more than 17 million foldable iPhones by 2027 if the device arrives as anticipated.
The September event will also mark a major leadership transition. John Ternus becomes Apple’s chief executive on September 1, succeeding Tim Cook, making the September 9 presentation his first major product event as CEO. Ternus previously led Apple’s hardware engineering operation, putting a longtime hardware executive at the company’s helm just as Apple may be preparing its most significant iPhone redesign in years.
Apple is also expected to introduce its next iPhone Pro models at the event, while additional Apple Watch and AirPods updates could join the lineup. The regular iPhone 18, however, is reportedly moving to a later release window as Apple reshapes the traditional annual iPhone launch schedule.
For Apple, a foldable iPhone would be more than another annual upgrade. The global smartphone business has matured, making dramatic hardware changes increasingly rare and giving consumers fewer reasons to replace expensive phones every year. Apple’s arrival in foldables could bring the category to a much larger audience — and give the company a new ultra-premium device capable of pushing iPhone prices higher.
