Apple announced that it will hold its annual major product launch event on September 9 at Apple Park in Cupertino, California, with the slogan "Surprise and shine"; new CEO John Ternus will lead the major hardware launch for the first time in his role.

The event is expected to unveil Apple's first foldable iPhone, as well as the iPhone 18 Pro and iPhone 18 Pro Max. The official invitation from Apple did not list specific product names, and information about related models comes from Bloomberg and industry media expectations, with the final product lineup to be confirmed at the event.

The foldable iPhone will mark Apple's official entry into the foldable smartphone market dominated by Samsung. Market rumors suggest that the device may be named iPhone Ultra, featuring a book-style foldable design; the name, screen size, price, and release date have not yet been confirmed by Apple.

The iPhone 18 Pro and Pro Max are expected to come with faster chips, longer battery life, and camera upgrades. Bloomberg reports that at least the larger model may feature a mechanical variable aperture; this remains product specifications reported by the supply chain and media, not confirmed parameters by Apple.

The standard iPhone 18 and second-generation iPhone Air are not expected to be showcased at this September event, as Apple plans to push some non-Pro models to a spring 2027 release, concentrating high-end models and foldable new products in the fall sales cycle.

The event is scheduled to start at 10 AM Pacific Time on September 9, and Apple will livestream it via its official website, Apple TV, Developer App, and YouTube. Ternus will succeed Tim Cook as CEO on September 1, with Cook transitioning to executive chairman.

Market mechanisms suggest that the foldable iPhone may shift Apple's high-end user upgrade demand from the traditional Pro series to higher-priced devices, driving the supply chain for flexible OLEDs, hinges, ultra-thin glass, precision assembly, A-series chips, and high-density batteries. Beneficiaries include suppliers with good yield rates for foldable screens, precision machinery, and high-end display capacity; those under pressure are traditional flagship smartphones and component manufacturers that cannot meet Apple's high specifications.

Source: Public Information