Apple is preparing for one of its biggest iPhone launches in years, with the company expected to unveil its iPhone 18 Pro lineup and first-ever foldable iPhone on Wednesday, September 9, 2026.
The event, which will take place at Apple Park in California, is expected to mark the first major product launch under new CEO John Ternus. Apple has confirmed the September 9 event, but the company has not yet officially revealed the products it plans to announce.
Among the most anticipated products is Apple’s long-rumoured foldable iPhone, which could reportedly be marketed as the iPhone Ultra. The device is expected to feature a book-style folding design and could carry a starting price of around $2,000 or more, potentially making it the most expensive iPhone ever released.
Apple is also expected to introduce the iPhone 18 Pro and iPhone 18 Pro Max. Reports suggest the Pro models could receive significant upgrades to their cameras, processing power and display design.
The regular iPhone 18 is reportedly unlikely to appear at Wednesday’s event. Instead, Apple is expected to split its iPhone launch cycle, with the standard iPhone 18 and other lower-priced models potentially arriving in 2027.
The foldable iPhone will likely be the headline attraction. Apple would be entering a market that has already been developed by companies including Samsung and Google, but the company appears to be betting that its hardware and software integration can make foldable phones more appealing to mainstream consumers.
Apple has not confirmed the final name, specifications or price of the foldable device. The reported $2,000-plus price tag remains an estimate, with some analysts expecting the device to cost even more depending on configuration. The September 9 event is scheduled for 10 a.m. Pacific Time, and Apple is expected to stream it online.
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