Apple will host its biggest product launch of 2026 on September 9 at its Cupertino, California headquarters, with the event streamed globally online [1, 2, 3]. This event marks the first major launch under new CEO John Ternus, who assumed the role on September 1 [1, 4].
The company will unveil the first foldable iPhone, called the iPhone Ultra, which features a horizontal book-style fold. When closed, it is approximately passport size, and unfolds to reveal a 7.6 to 7.8-inch inner screen, similar to a small iPad [1, 5, 6]. The foldable will have a titanium frame, measure about 4.5 mm thick when folded, and use Touch ID integrated into the power button instead of Face ID. It will include a dual camera system without a long-focus lens [7, 6].
Alongside the foldable model, Apple will launch the iPhone 18 Pro and Pro Max, equipped with the new A20 Pro chip manufactured on TSMC’s 2-nanometer process. These phones will have 12 GB of RAM, faster performance, improved battery life, and the Pro Max will add a variable mechanical aperture camera [1, 8, 7]. The iPhone 18 Pro’s price is expected to rise by around $100, partly due to supply chain issues affecting component costs, including memory chip shortages [5, 9].
Analysts predict the foldable iPhone Ultra will carry a premium price between $1,999 and $2,500, significantly higher than current non-folding models [7, 3]. A recent CNET/YouGov survey shows that 75% of American adults are not currently interested in buying the foldable iPhone, largely because of anticipated high costs [10]. IDC forecasts Apple could ship over 17 million units of the foldable iPhone in 2027 [4].
Other new products expected at the event include the Apple Watch Series 12 and Apple Watch Ultra 4, both with upgraded chips and sensors [8, 7]. Additional pipeline products include a smart home hub with a 7-inch screen supporting FaceTime, a new HomePod mini, an Apple TV 4K update, and an upgraded iPad mini likely featuring an OLED display [1, 2, 8].
Standard iPhone 18, iPhone Air 2nd generation, and a low-end iPhone 18e models will be delayed until early 2027 to smooth sales across the year, as Apple SVP Greg Joswiak said the September 9 event will focus on the Pro and foldable models [1, 8, 3]. Bloomberg reporter Mark Gurman confirmed the delay, saying Apple will not launch the second-generation iPhone Air or regular iPhone 18 at the September event [8].
The launch presentation will start at 10 a.m. Pacific Time on September 9, with some media attending in person and a global livestream available online [1, 3].
