Apple sets its iPhone 18 event for September: A new foldable and CEO could steal the show

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ZDNET’s key takeaways

• Apple confirmed its next iPhone launch event for Tuesday, Sept. 9.
• Apple could unveil a foldable iPhone… and (maybe) smart glasses.
• It will be incoming CEO John Ternus’ first go at the annual launch event.

Apple just confirmed the timing of its annual iPhone event on Sept. 9 at 10 a.m. PT in Cupertino. The tech giant is rumored to unveil a foldable iPhone that could rival its Android competitors, namely the Samsung Galaxy Z Fold 8 and Google Pixel 11 Pro Fold.

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Its anticipated iPhone 18 lineup also includes new Apple Watches, AirPods, and more. How will the event unfold? Here’s what we can expect, based on reported rumors and the limited details Apple provided.

When is Apple’s ‘Surprise and shine’ event?

Apple’s annual product launch event takes place on Sept. 9 at 10 a.m. PT (1 p.m. ET) this year. 

ZDNET will be on the ground, watching in the Steve Jobs Theater as Apple unveils a whole new lineup of products. Those tuning in virtually can stream the event on Apple’s website, Apple TV, or the company’s YouTube channel.

What will Apple announce at its iPhone 2026 event?

1. iPhone 18 – and new foldable?

All signs point to a new foldable iPhone, alongside the iPhone 18 Pro and Pro Max. Bloomberg’s Mark Gurman suspects Apple will unveil its Pro models in September and save its base model launches — including the iPhone 18, iPhone SE, and iPhone Air — for the spring, when it has historically unveiled more affordable devices, like this year’s MacBook Neo.

Also: Apple confirms price increases are coming – how much will it cost you?

2. Apple Watch 12 (and Ultra 4)

Apple has unveiled new smartwatches at its September event in the past, so we can expect, with near certainty, at least an Apple Watch Series 12. Gurman says an Apple Watch Ultra 4 with a new chip is also on the table.

3. AirPods 5

The AirPods 4 are also due for a refresh, two years after their release. Last year, Apple launched its Pro model earbuds, the Apple AirPods Pro 3, and made no updates to the AirPods 4, potentially making it the AirPods 5’s time to shine.

New Apple CEO: It’s Ternus’ turn

You’ll see a new face opening Apple’s keynote this year. CEO Tim Cook will step down in September to usher in Apple’s next CEO, John Ternus. He’s the current senior vice president of hardware, with a 25-year tenure at the company. His work has touched several of the company’s products, including the iPhone, iPad, Mac, Apple Watch, AirPods, and Apple Vision Pro. 

Ternus follows the lead of Cook, who, during his 15-year run, turned Apple from a $350 billion company into a $4 trillion company.

Are there any clues in the event invite?

As is tradition with Apple, the event invite could include some Easter eggs as to what the tech giant will unveil next month. The flier depicts a blue sky and a brightly shining sun inside an Apple logo with the words “Surprise and shine.”

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Why would someone be staring at the sun? Well, maybe they’re wearing sunglasses — or Apple smart sunglasses — and that logo is the first thing they spot when they turn on their glasses. That’s my vote. Or maybe baby blue is the next iPhone colorway. 

Of course, this is all speculation; we’ll see for ourselves next month.