Apple’s September 9th launch event is shaping up to be one of the most consequential in the company’s recent history. It marks Apple’s first major product showcase since John Ternus took over as CEO on September 1st, and the rumor mill is overflowing with potential announcements. The biggest headline could be Apple’s first foldable phone, but there’s also a new iPhone Pro lineup, a possible ceramic Apple Watch, and a fresh set of AirPods. Here’s everything we know so far about what to expect.
The event, billed with the tagline “Surprise and shine,” will be held at Apple Park in Cupertino on Wednesday, September 9th, at 1PM ET / 10AM PT. As usual, the presentation will be livestreamed through Apple’s website, the Apple TV app, and YouTube, so anyone with a compatible device can tune in. Apple typically records these events in advance, but the live stream still generates enormous buzz, and this year’s broadcast could be especially chaotic as the company navigates a historic leadership transition.
How to watch Apple’s September launch event
If you want to watch the event live, the easiest option is to visit Apple’s events page on the morning of September 9th. You can also open the Apple TV app on an iPhone, iPad, Mac, or smart TV, or head to Apple’s official YouTube channel. The stream will begin at 10AM PT, with a pre-show likely starting a few minutes early. For those who can’t watch live, Apple typically posts the full video shortly after the presentation ends, and most major tech sites will offer live blogs and detailed breakdowns.
The base iPhone 18 might be delayed
Apple’s September events have long been synonymous with new iPhones, but that pattern may change in 2026. According to multiple reports, the standard iPhone 18 is not expected to appear on September 9th. Instead, Apple is said to be holding the base model until early next year, with a possible launch alongside the iPhone 18E and an updated iPhone Air. If that’s true, budget-conscious buyers and anyone looking for a simple upgrade will have to wait longer than usual.
This delay is unusual, but not unprecedented. Apple has occasionally staggered its iPhone releases to manage supply chains or align with seasonal demand. In this case, reports suggest the company is trying to simplify its lineup by consolidating the more affordable models into one launch window. The iPhone 17 range, which is currently on sale, might also continue to fill the gap until the new devices arrive.
iPhone 18 Pro and Pro Max: bigger batteries, possible price hike
Even if the base iPhone 18 skips the event, Apple is still expected to announce the iPhone 18 Pro and iPhone 18 Pro Max on September 9th. Both phones are rumored to feature larger batteries than last year’s iPhone 17 Pro models, which could help improve battery life without making the devices significantly thicker. Another rumored design change is a smaller Dynamic Island, made possible by a more compact Face ID sensor array.
The camera system could also get a major overhaul. For years there have been whispers about a variable aperture lens, and that feature may finally arrive in the Pro lineup. A variable aperture would let the iPhone adjust the amount of light entering the sensor, giving photographers better control over depth of field and low-light performance. If Apple can pull it off without adding too much bulk, it would be the most significant camera upgrade since the introduction of the ProRAW format.
Leaked photos of dummy models, which often surface before an Apple event, hint at a color palette that includes black, silver, light blue, and a dark cherry purple. These shades would be a departure from the muted options of recent years, and the dark cherry purple could become the defining color of this generation. Keep in mind that dummy models are not always accurate, so the final colors could look different on stage.
There’s also a bittersweet catch: the iPhone 18 Pro and Pro Max could get a price increase. Apple raised prices across most of its product lineup earlier in 2026, and the iPhone line has so far avoided a major adjustment. That may change on September 9th. If the rumored price hike happens, it would likely be due to increased component costs, the advanced camera hardware, and the larger batteries. Some analysts expect the price increase to be modest, while others warn of a more substantial jump.
Apple’s first foldable phone could be called iPhone Ultra
Perhaps the most exciting rumor surrounding the event is the debut of Apple’s first foldable phone. It could be branded as the iPhone Ultra, and leaked dummy models show a passport-style design similar to Samsung’s Galaxy Z Fold 8 and the Xiaomi 18 Fold. Unlike a clamshell foldable, a passport-style foldable opens like a book, revealing a tablet-sized display inside. That design has become increasingly popular, and Samsung’s latest model has received strong reviews.
Apple has been rumored to be working on a foldable device for years, and many observers expected it to arrive in 2027 or later. That’s why a September 2026 launch would be a surprise, even though the rumor mill has been heating up in recent months. The iPhone Ultra would go head-to-head with Samsung, but Apple is late to the party. Samsung has spent years refining its foldable screens and hinge mechanisms, so Apple has a lot of ground to make up.
If the device does launch, it will be positioned as a premium alternative to the Pro Max. The foldable form factor opens up new possibilities for multitasking, media consumption, and creative work, but it also brings challenges around durability and apps that adapt to the larger display. Apple’s biggest advantage is its mature ecosystem, including tight integration between iOS, iPadOS, and macOS apps, which could make the iPhone Ultra feel more polished than its rivals.
The ceramic Apple Watch could make a comeback
Last year’s September event packed in the Apple Watch Series 11 and Apple Watch Ultra 3. For 2026, a new Series 12 and Ultra 4 are likely to take center stage. The most interesting rumor comes from industry watchers who say the Series 12 might bring back a ceramic case option. Apple last offered ceramic watches a few years ago, and the material was popular for its scratch resistance and distinctive look. A return to ceramic would give the Series 12 a more premium feel than the standard aluminum and stainless steel models.
Beyond the case material, the Series 12 is expected to feature new band colors and configurations. A complete redesign is unlikely, as Apple has settled on a design language that fits its health-focused wrist wearables. Instead, the company may focus on software and sensors. Reports point to an always-on heart rate sensor that would continuously monitor heart rhythm and potentially alert users to irregularities more efficiently than the current system. That feature could be a major selling point for people who use the Watch as a medical-grade health companion.
AirPods 5 may arrive, but without cameras
AirPods have followed a slower upgrade cadence than most Apple products. The AirPods 4 were released in 2025, and a new version feels overdue. The AirPods 5 could appear during the September 9th event, but recent leaks suggest they won’t include the cameras that have been rumored for a future spatial computing push. According to supply chain reports, camera-equipped AirPods aren’t expected until 2027, so the AirPods 5 will likely be an iterative update.
That doesn’t make them uninteresting. The AirPods 5 could include a new chip with better power efficiency, improved audio processing, and support for new accessibility features. Health sensors are also a possibility, especially if Apple wants to push the AirPods as a way to monitor heart rate or posture. An iterative upgrade won’t be as exciting as a new iPhone, but it could be a meaningful refinement for one of Apple’s most popular accessories.
What else could Apple announce?
As with any Apple event, there is room for surprises. The company may use the stage to preview updates to iOS 26, iPadOS 26, or watchOS 26, even though those operating systems were already announced at WWDC in June. Some rumors mention a new HomePod, an updated Apple TV 4K, or even a first glimpse at Apple’s plans for generative AI in its future chips. The leadership transition could also influence the tone of the event, as new CEO John Ternus seeks to put his stamp on Apple’s product roadmap.
Whoever takes the stage at Apple Park, the stakes are high. Apple is facing stiffer competition than ever in smartphones, wearables, and services. A successful September event would prove that the company can still innovate after years of incremental updates. A foldable iPhone, a powerful Pro lineup, and a refreshed Watch could be enough to keep Apple at the top of the industry. But with a delayed base iPhone and higher prices, the company must also convince consumers that the premium products are worth the investment.
The September 9th event will begin at 1PM ET / 10AM PT, and full coverage will be available as the announcements happen. Whether you’re looking to buy a new phone, upgrade your watch, or simply enjoy the show, this is likely to be an unforgettable day for Apple fans.
Source: The Verge News