Apple Announces September 9 Event for New Hardware
The event will feature the expected debut of a foldable iPhone Ultra and the new iPhone 18 Pro series.
Quick Look
- Apple has scheduled its annual product event for September 9 at 10 AM PDT.
- The company is expected to unveil its first foldable smartphone, the iPhone Ultra, alongside the iPhone 18 Pro and Pro Max models, marking CEO John Ternus's first major launch.
AI-generated summary
Why It Matters
Apple is entering the foldable smartphone market seven years after Samsung. This is the first major product event under new CEO John Ternus.
Apple will host its annual iPhone event on Wednesday, September 9 at 10 AM PDT, and it’s expected to be a big one. All signs point to Apple’s long-awaited entrance into the foldable smartphone market, finally shipping this kind of hardware about seven years after Samsung did.
Apple has a YouTube stream prepared for the “Surprise and shine” event, and you can set reminder notifications within YouTube to make sure you don’t miss it (or you can bookmark this page). You can also watch the livestream on Apple’s own events site.
Aside from the foldable iPhone Ultra, Apple is also expected to announce the iPhone 18 Pro and iPhone 18 Pro Max models, for people who want an upgrade but don’t see the appeal of the foldable, or who don’t want to pay the rumored $2,000 price for the iPhone Ultra. The standard iPhone 18 model isn’t expected to launch until next year.
Apple may also release new hardware like an updated HomePod, camera-enabled AirPods, and new Apple Watches.
With new Apple CEO John Ternus at the helm, this will be Apple’s first major product announcement since longtime CEO Tim Cook stepped down.
What to Watch
AI outlook — possibilities, not facts
Apple will host an event on September 9 at 10 AM PDT.
Very likely · Within weeks
Open Questions
- Will the iPhone Ultra meet consumer expectations?
- How will the $2,000 price point affect sales?
