Apple is preparing to announce a range of new products at its highly anticipated event next month, including the iPhone 18 Pro, the larger iPhone 18 Pro Max, and the company's first-ever foldable iPhone. The event is also expected to feature two new Apple Watch models, marking a significant September launch for the tech giant.
While not officially confirmed, the keynote is likely to take place at 6 pm UK time on Wednesday 9 September at Apple's headquarters in California. The event will be held in the 1,000-seater Steve Jobs Theatre, where the new devices are expected to be unveiled.
What to expect from Apple's first foldable iPhone
Apple's entry into the foldable market comes after years of competition from brands like Samsung, which recently released the Galaxy Z Fold8. The expectation is that Apple's first foldable – possibly named the iPhone Ultra – will boost interest in folding phones generally, benefiting Samsung, Google, Oppo, and other manufacturers.
According to the latest reports, the foldable iPhone will be similar in size to the Samsung Galaxy Z Fold8, roughly the shape and size of a passport when folded shut. When opened, it is expected to resemble a smaller version of the iPad mini, with narrow bezels around a screen measuring up to 7.8 inches on the diagonal. Apple is likely to enhance its software so that apps reformat intelligently to the larger screen. The device is rumoured to feature two cameras, rather than the three found on the iPhone 17 Pro, and is expected to carry a high price tag due to memory chip storage costs and the production challenges of a foldable design.
iPhone 18 Pro and Pro Max: performance and camera upgrades
The iPhone 18 Pro and iPhone 18 Pro Max are expected to retain a design similar to the current iPhone 17 Pro models but could introduce a major performance upgrade. A new-generation Apple processor is rumoured to deliver faster, more efficient performance, supporting the next wave of Apple Intelligence features and an all-new Siri experience designed to respond more naturally and quickly.
The camera system could also see a significant upgrade, with rumours suggesting the iPhone 18 Pro models may feature one of the most advanced camera systems Apple has ever put in an iPhone, including a variable-aperture main camera. If introduced, this technology could give photographers greater control over light entering the lens, as well as more precise control over depth of field and background blur, bringing the iPhone closer to the flexibility of DSLR and mirrorless cameras.
Release schedule changes and new Apple Watches
The Pro models are expected to remain the headline iPhones for Apple's autumn launch, while the standard iPhone 18 could follow a different release schedule. Reports suggest the regular iPhone 18 may not arrive until spring 2027, a major change to Apple's usual annual launch pattern. The second-generation iPhone Air is also rumoured to be delayed, potentially launching alongside the standard iPhone 18 and a more affordable iPhone 18e in spring 2027.
For consumers whose phone contracts expire in spring, this staggered launch could be significant, offering more new iPhone options when contracts end. The new Apple Watches, expected to be named Apple Watch Series 12 and Apple Watch Ultra 4, are said to look similar to current models but with a more powerful processor that introduces advanced AI capabilities to the Watch range.
Prices remain unconfirmed until the special event. Apple CEO Tim Cook hands over the reins to John Ternus on 1 September, with Ternus set to lead the keynote. Cook has warned that Apple's prices are going up, with the iPad, Mac, and Apple TV already increased. As iPhone and Apple Watch prices have remained stable, September could bring price increases, though Apple will aim to persuade customers that the new features are too important to miss.
