Apple’s September Event Will Unveil Its Riskiest iPhone Lineup In Years

Apple’s September event is shaping up to be the company’s riskiest iPhone lineup in years, and Wednesday’s “Surprise and Shine” reveal will show whether that bet pays off. The show, scheduled for September 9, will be the first product launch under new CEO John Ternus, who took over from Tim Cook on September 1 after Cook shifted into the role of executive chairman, according to TidBITS. Leaks point to Apple finally breaking from its usual pattern of small yearly tweaks.

Apple’s September event ends the one size fits all iPhone era

Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max, both powered by a new A20 Pro chip built on a 2nm process, but reportedly skip a standard iPhone 18 entirely. That model, along with a cheaper iPhone 18e, is said to be held back for a spring 2027 launch instead, according to MacRumors. The Pro models are expected to closely resemble last year’s iPhone 17 Pro, aside from an upgraded variable aperture rear camera.

The foldable iPhone finally gets a name and a crease fix

The centerpiece is Apple’s first foldable phone, widely tipped to arrive as the iPhone Ultra rather than the long rumored “iPhone Fold.” Reports describe a book style design with a roughly 7.8 inch inner display and a 5.5 inch outer screen, running the same A20 Pro chip with 12GB of RAM and swapping Face ID for Touch ID. Apple is said to have developed new material that nearly eliminates the visible crease that has bothered every other foldable on the market, per Macworld’s reporting.

Apple’s September event brings its highest iPhone price ever

That innovation carries a steep cost. Supply chain analysts at TrendForce estimate a starting price between $2,099 and $2,299 for the base foldable, with higher storage tiers potentially crossing $3,000, making it the most expensive iPhone Apple has ever sold. Memory shortages are also expected to push prices higher across the standard Pro lineup this cycle, and some reports suggest foldable stock could stay tight well into 2027.

Software updates round out the bigger picture

Apple is expected to confirm release dates for iOS 27 and watchOS 27 alongside the new hardware. Among the more practical iOS 27 additions rumored is a feature called iPhone Handoff, letting a user switch between two iPhones on the same phone number. macOS 27, internally called Golden Gate, is expected to follow shortly, timed near the arrival of the newly updated Mac mini and Mac Studio. Readers tracking Apple’s broader 2026 roadmap can find more on our ongoing Apple coverage

Apple’s September event marks a leadership turning point too

Beyond the hardware, Wednesday’s show doubles as Ternus’s first keynote as CEO. Pairing a leadership transition with an entirely new device category is an unusual bet for a company that has built its reputation on predictability, and it raises the stakes for how smoothly the event itself is executed.

What happens after Apple’s September event

Pre-orders are expected to open on September 11 or 12, with devices arriving in stores around September 19, though the foldable model may slip later depending on production. Whether the iPhone Ultra justifies its price will likely shape how Apple’s foldable strategy is judged for years, regardless of how the more familiar Pro models sell.

Frequently Asked Questions

What is Apple’s September event called and when is it?

Apple’s September event, titled “Surprise and Shine,” takes place on Wednesday, September 9, at 10 a.m. Pacific Time.

Will Apple’s September event include a foldable iPhone?

Yes, Apple is widely expected to unveil its first foldable iPhone, reportedly named the iPhone Ultra, alongside the iPhone 18 Pro and iPhone 18 Pro Max.

How much will the foldable iPhone cost?

Analyst estimates put the starting price between $2,099 and $2,299, with higher configurations potentially exceeding $3,000.

Is there a standard iPhone 18 coming this year?

No, reports suggest the standard iPhone 18 and a cheaper iPhone 18e are being held back for a spring 2027 release.

When can I pre-order the new iPhones?

Pre-orders are expected to open September 11 or 12, with devices arriving around September 19, though the foldable may launch later.