Apple will hold its latest launch event on Sept. 9 and is expected to unveil its newest iPhone series, along with a potential long-awaited foldable iPhone. The event would coincide with incoming CEO John Ternus taking over from current CEO Tim Cook.
The foldable iPhone is expected to be a major milestone for Apple, with analysts saying the high-end device could help drive higher average selling prices and margin growth for the company.
According to a TechCrunch report, Apple is expected to announce the new iPhone 18 Pro and iPhone 18 Pro Max, though the two models are rumored to be relatively iterative upgrades rather than a major redesign. The company reportedly will not announce the standard iPhone 18 until next year.
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The tech giant is also expected to introduce the Apple Watch Series 12 and Apple Watch Ultra, alongside new smart home devices. In addition, the company could announce launch dates for iOS 27, iPadOS 27, macOS Golden Gate and other upcoming software updates. The event will take place at Apple Park in Cupertino, California, at 10 a.m. PT.
Analysts also expect Apple to launch a foldable iPhone with a screen similar in size to an iPad mini. Earlier this year, Samsung unveiled a new passport-sized foldable phone as the South Korean tech giant seeks to defend its foothold against Apple. Samsung currently dominates the foldable smartphone market.
According to a Reuters report, foldable smartphones are expected to be a bright spot for consumer electronics companies that have faced setbacks due to a severe shortage of memory and storage chips, which has resulted in price increases and dampened overall consumer demand.
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Apple is expected to ship more than 17 million foldable iPhones by 2027, according to research firm IDC. Apple’s entry into the market is also expected to drive growth, with IDC predicting a 12.6% increase in foldable phone shipments this year. In comparison, global smartphone shipments are expected to see a record 16.7% decline.
Apple’s longtime hardware chief John Ternus will take over as CEO on Sept. 9, while current CEO Tim Cook will transition to executive chairman.
As senior vice president of hardware engineering, Ternus oversaw development across flagship products, including the iPhone, iPad and Mac. He has been described as detail-oriented and deeply involved in product design, with a leadership style that blends engineering discipline with Apple’s focus on user experience. His rise reflects Apple’s continued prioritization of hardware-software integration.