TLDR
- Apple holds its biggest product event of the year on Wednesday, September 9 at 10 a.m. Pacific at Apple Park in Cupertino
- New CEO John Ternus leads his first major keynote after taking over from Tim Cook on September 1
- Expected reveals include the iPhone 18 Pro, iPhone 18 Pro Max, Apple’s first foldable iPhone, Apple Watch Series 12, and Apple Watch Ultra 4
- Pre-orders open at 12 a.m. Pacific on Saturday, September 12, with the on-sale date set for Friday, September 18
- The standard iPhone 18 will not launch at this event, with reports suggesting it won’t arrive until next year
Apple is set to hold its biggest product event of the year on Wednesday, September 9, at 10 a.m. Pacific from Apple Park in Cupertino, California. It will be the first major keynote led by new CEO John Ternus, who officially took over from Tim Cook on September 1.
iPhone 18 Pro series launch is just 5 days away!
Here’s what to expect:
– 6.3”/6.9” M16 LTPO+ AR OLED
– Smaller Dynamic Island
– A20 Pro chip (2nm)
– C2 modem
– Improved VC cooling system
– New Sony IMX905 main sensor
– 18MP multiaspect selfie
– Variable aperture camera (Pro… pic.twitter.com/Wyl0UIvqwa— Sanju Choudhary (@saaaanjjjuuu) September 4, 2026
Tim Cook, now executive chairman, is expected to attend the event in the VIP section but will not appear in the keynote video. Bloomberg’s Mark Gurman confirmed this, saying Apple has carefully positioned Ternus as the face of its new product era.
The event is expected to run around 90 minutes. Apple will be broadcasting it live from the Steve Jobs Theater.
What Apple Is Expected to Announce
The headline product is Apple’s first foldable iPhone, a device the market has been waiting years to see. Alongside it, Apple is expected to unveil the iPhone 18 Pro, iPhone 18 Pro Max, Apple Watch Series 12, and Apple Watch Ultra 4. New AirPods are also possible.
$AAPL’S 1ST FOLDABLE IPHONE COULD START ABOVE $2,000: CITI
Citi expects Apple to unveil its first foldable iPhone, likely called the iPhone Ultra, at its Sept. 9 launch event.
The bank sees a starting price above $2,000, while the iPhone 18 Pro and Pro Max could each cost about… pic.twitter.com/sDU4He2Qhz
— Wall St Engine (@wallstengine) September 4, 2026
The foldable is expected to feature a 2-nanometer A20 Pro chip and a redesigned “Siri AI” assistant. Bank of America analysts wrote in August that Ternus could use this launch to “cement Apple’s device dominance in an AI-enabled era.”
One thing missing from this year’s event: the standard iPhone 18. Reports indicate that model will not arrive until next year, making this a Pro and foldable-focused cycle.
Apple AAPL stock was down 2.51% heading into the event week.
Key Dates to Know
Pre-orders are set to open at 12 a.m. Pacific on Saturday, September 12. Apple moved the usual Friday pre-order window to avoid September 11, the 25th anniversary of the 2001 terrorist attacks.
iOS 27 is expected to roll out to existing devices on Monday, September 14. Reviews from select press are expected to lift on Tuesday, September 15, though that date could shift by a day given the later-than-usual keynote timing.
The on-sale date for the iPhone 18 Pro and Pro Max is Friday, September 18. Whether the foldable iPhone ships on the same day has not been confirmed and is expected to be announced at the event itself.
Hedge fund interest in Apple remained steady heading into the launch. Insider Monkey’s data shows 169 hedge funds held AAPL in Q2 2026, roughly flat from 170 funds the prior quarter.
Samsung currently leads the foldable smartphone market. A Samsung mobile executive told CNN that more competition in the category would help overall visibility, saying “the more visibility there is on the category, the better.”
Apple enters the foldable space years after Samsung’s first attempts. The bar is high, and pricing and software polish will be under a microscope from day one.
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