Apple's Biggest Launch Event of the Year Is Almost Here
The company is scheduled to host its September event this coming Wednesday, September 9, 2026, and this year’s event will come with much more on the line than ever before. The Apple iPhone 18 Pro event will be the first big keynote presentation under the leadership of Apple’s new CEO John Ternus, who recently succeeded Tim Cook after taking charge on September 1st. In addition to the new iPhone models, the company is scheduled to unveil its very first foldable phone ever.
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| Image Credit - AI-generated |
Date, Time, and How to Watch
The event "Surprise and Shine" will be held on September 9, starting at 10 am Pacific Time (10:30 PM IST) at Apple Park in Cupertino. The keynote address will be held at 10 am and will be available to watch on Apple's official site, YouTube channel, and Apple TV app, as in previous years. As usual, the keynote address is supposed to be a video recording.
Apple usually schedules the event on Tuesday, but this time, because of the Labour Day holiday in the United States, it's moved to Wednesday.
What's New This Year in the iPhone Event
The key products this year are the iPhone 18 Pro and iPhone 18 Pro Max. Unlike in previous years, the standard iPhone 18 will not be part of this launch. Reports suggest that Apple is splitting its release schedule, with the regular iPhone 18 alongside a new budget-friendly iPhone 18e arriving separately in the spring of 2027.
The other big news of the year will be Apple's first foldable iPhone. In some rumours, this phone is said to be named the iPhone Ultra. It will feature a 5.5-inch exterior screen as well as a 7.6-inch interior one that turns the phone into a little tablet. A titanium body will also be featured on this phone to make sure that it remains slim.
For the hardware, the expected transition is from the current 3-nanometre A17 chip to a more advanced 2-nanometre A20 Pro processor alongside the Apple C2 modem. Other design updates speculated include a bigger camera bump and an option for a darker cherry colour scheme.
Apple Watch and Other Products
Besides these iPhones, Apple is also rumoured to launch the Apple Watch Series 12 and the Apple Watch Ultra 4. The new AirPods may also grace us with their presence. However, that has not been confirmed yet. There are no rumours about the Apple Watch SE 4 as of now.
Pricing and Release Dates
Pre-ordering for the new iPhones is anticipated to begin on September 12, a few days later than usual, apparently so as to not conflict with the anniversary of September 11. The release date for the product is anticipated to be September 18.
Although its price has not yet been officially determined, early estimates suggest that the starting price of the foldable iPhone will range between $2,000 and $2,300, depending on storage capacity, making it one of Apple's most expensive products.
What This Means for Indian Buyers
For people in India, this occasion normally determines the pricing and availability of the product in the coming few weeks. As India is one of those countries that see the launch of the phones just before the US release period, the iPhone 18 Pro and the folding version of it should be available in Indian markets sometime after the US release on September 18.
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Author - Saurabh