Apple will hold its next product launch event on September 9 at 1:00 p.m. Eastern Time, TechCrunch reported. The company distributed invitations on Wednesday featuring the tagline "Surprise and shine." Apple will host the in-person presentation at the Steve Jobs Theater inside Apple Park, while also broadcasting a livestream on its website.
The presentation may include the introduction of Apple's long-rumored foldable iPhone. A photo of an apparent dummy unit indicates that the foldable device uses a wide form factor similar to Samsung's Galaxy Z Fold 8, a phone that reviewer Dominic Preston said "feels like the future."
Hardware updates are also expected for the company's premium phones, likely named the iPhone 18 Pro and iPhone 18 Pro Max. Apple delivered a major redesign last year, but the upcoming Pro iterations are rumored to provide iterative upgrades rather than another substantial physical overhaul.
The standard base model iPhone 18 reportedly will not appear at the September showcase. Apple plans to introduce the entry model next year instead. Rumors also indicate that Apple intends to expand its phone lineup in 2027 by releasing an iPhone 18e alongside a second-generation iPhone Air.
Incoming chief executive John Ternus will make his keynote debut during the September 9 broadcast. Ternus, who previously led Apple's hardware engineering division, officially takes over the chief executive role from Tim Cook on September 1.
