Apple's annual September event is expected to be one of its biggest in years, according to Tom's Guide, which cites Bloomberg's Mark Gurman in reporting that the show will likely take place on Wednesday, September 9. Apple typically holds the event in the second week of September, often on a Tuesday, but this year Labor Day falls on Monday, September 7, making a midweek date more likely so attendees don't have to travel on the holiday. This is expected to be the first Apple event led by incoming CEO John Ternus.
The centerpiece of the event is expected to be the iPhone Ultra, Apple's first foldable iPhone, sometimes referred to as the iPhone Fold. Leaks point to a passport-like design similar to the Galaxy Z Fold 8, with a 7.8-inch foldable internal display and a 5.4- to 5.5-inch cover screen. The device is rumored to combine aluminum and titanium in its build, measuring between 4.5mm and 4.8mm thick when unfolded, which would make it the thinnest iPhone ever made. Other rumored features include dual 48MP rear cameras arranged horizontally, two separate 24MP selfie cameras, a 4,883 mAh battery, Apple's C2 modem, an A20 chip, and a Touch ID fingerprint scanner built into the power button. Apple is also reported to have eliminated the display crease, though it remains unclear how effective this will be compared to Samsung's and Oppo's efforts. The iPhone Ultra is expected to be expensive, potentially starting around $2,500 for the base model, with limited initial supply.
Alongside the foldable, Apple is expected to release the iPhone 18 Pro and iPhone 18 Pro Max, which are anticipated to keep a similar design to last year's models while adding hardware upgrades such as larger batteries, a variable aperture camera lens, the A20 Pro chipset, a smaller Dynamic Island, and new color options including a dark cherry shade. These models may cost more than previous versions due to ongoing RAM and memory shortages. Notably, the standard iPhone 18 is not expected to appear at this event; instead, it's reportedly being held back until early 2027, when it would launch alongside an iPhone Air 2 and an iPhone 18e.
On the wearables side, Apple is expected to introduce the Apple Watch Series 12 and Apple Watch Ultra 4. Reports suggest these will focus mainly on performance improvements rather than major redesigns, though a new band attachment system is rumored, which could make older bands incompatible with the new models. A ceramic case option may return for the first time in several years, along with new health and fitness features and improved Siri integration.
Other possible reveals include an updated Apple TV 4K, since the current model dates back to 2022, as well as a new HomePod mini and Apple's long-rumored smart home hub, which has reportedly been ready for some time but was delayed due to the need for Siri AI upgrades. New MacBooks are not expected at this event, as Apple typically reveals those separately later in the year.
Regarding pre-orders, Tom's Guide reports that Apple usually opens iPhone pre-orders on the Friday following the launch event, which would fall on September 11 this year. Because that date marks the 25th anniversary of the September 11 attacks, Gurman suggests Apple will likely push pre-orders to Saturday, September 12 instead. If accurate, this could place the actual release date for the iPhone 18 Pro and iPhone Ultra around September 18 or 19, depending on whether Apple maintains a full week between pre-orders and release. However, there are conflicting reports of possible production delays for the iPhone Ultra, meaning its release could potentially slip into October, while the iPhone 18 Pro and Pro Max are expected to stay on the typical September release schedule.