Apple is preparing for one of its most closely watched product launches in years, with the company expected to unveil its first foldable iPhone alongside the iPhone 18 Pro series at its September 9 event. The launch could mark a major shift in Apple’s smartphone strategy, bringing foldable technology, artificial intelligence and premium hardware into sharper focus.
The event, reportedly called “Surprise and Shine”, is expected to take place at Apple Park on Wednesday. The biggest attraction is likely to be the much-rumoured foldable iPhone, which could be positioned as an ultra-premium device and referred to as the iPhone Ultra.
Unlike compact clamshell phones, Apple‘s foldable is expected to use a book-style design. Reports suggest it could have a roughly 5.5-inch OLED display on the outside and a much larger 7.8-inch OLED screen when opened. In practical terms, that would allow the phone to work like a conventional smartphone when closed and offer a tablet-like experience when unfolded.
Apple is reportedly putting considerable emphasis on making the device thin. It could measure around 4.5mm when unfolded and close to 9mm when folded. Achieving that profile is expected to have required significant engineering around the hinge, display and internal components. Apple may also focus on reducing the visibility of the crease rather than attempting to eliminate it completely.
One of the more surprising changes could be the return of Touch ID. Instead of Face ID, the foldable iPhone is reportedly expected to use a fingerprint sensor integrated into the side button. The move could be linked to the slimmer design, which may leave less room for Apple’s TrueDepth camera system.
The camera setup could also differ from the company’s Pro models. The foldable iPhone is expected to feature two rear cameras — a Wide and an Ultra Wide — rather than a three-camera Pro system. Cameras on both sides of the device could also make selfies and video calls easier whether the phone is folded or opened.
Under the hood, the iPhone Ultra is rumoured to feature Apple’s next-generation A20 Pro chip, potentially built using a 2nm manufacturing process. Reports also point to 12GB of RAM and Apple’s C2 modem in the new generation. A large battery, potentially in the 5,400mAh to 5,800mAh range, could help balance the demands of a larger foldable display.
The regular flagship line will not be left behind. The iPhone 18 Pro and iPhone 18 Pro Max are expected to receive camera, battery and performance improvements while retaining much of the design language of the current generation.
One major camera upgrade could be a variable-aperture main camera, giving users greater control over how much light enters the sensor. This could improve low-light photography while offering more flexibility in bright conditions and portrait-style images.
The Dynamic Island could also become smaller, although it is not expected to disappear completely this year. Larger batteries are another anticipated upgrade, particularly for the iPhone 18 Pro Max. New colour options are also reportedly being considered.
Apple’s approach to its 2026 iPhone lineup could be just as significant as the hardware itself. Reports suggest the company may split the iPhone 18 range into two launches. The iPhone 18 Pro, iPhone 18 Pro Max and foldable iPhone Ultra are expected this September, while the standard iPhone 18 and iPhone 18 Air could arrive in spring 2027.
That would give Apple a more premium-focused holiday lineup and potentially allow the company to create a second major iPhone sales window next year. Forbes notes that the strategy could concentrate attention on higher-margin Pro models during the crucial year-end shopping season.
Artificial intelligence is another important part of Apple’s evolving strategy. Apple’s software direction is expected to include deeper AI capabilities, with Google Gemini integration in iOS 26 emerging as a major development. The move reflects Apple’s effort to strengthen its AI offering while maintaining its emphasis on privacy and its own ecosystem.
The September event could extend beyond iPhones. Apple is also expected to introduce the Apple Watch Series 12 and Apple Watch Ultra 4, with improvements focused largely on processing power, health and fitness features rather than dramatic redesigns.
The company could also unveil AirPods 5, potentially with a new H3 chip and versions with and without active noise cancellation. Updates to Apple TV 4K and the HomePod mini are also possible.
Another product attracting attention is a possible Apple smart-home hub, reportedly featuring a display, camera and sensors. The device could bring together smart-home controls, applications, video calls and Siri, giving Apple a stronger presence inside the connected home.
Even then the biggest question may remain price. The foldable iPhone is expected to sit firmly in the ultra-premium category, with reports suggesting a starting price of around $2,000 or more. The iPhone 18 Pro models could also become more expensive than their predecessors.
The event will carry another layer of significance for Apple. John Ternus is expected to lead the iPhone launch as CEO, marking a new chapter following Tim Cook’s long tenure at the top of the company.
