Apple announces September event for iPhone 18: Foldable model and new CEO in spotlight
Apple's new foldable iPhone and CEO transition will be the highlights of the September event.
1iPhone 18 Launch Date
Apple will hold its annual iPhone event on September 9, 2026 in Cupertino. The event starts at 10 a.m. PT and will be livestreamed from the Steve Jobs Theater. Attendees can follow the event via Apple's website, Apple TV, or YouTube. This year's event is particularly notable for the expected foldable iPhone and the introduction of a new CEO.
2Foldable iPhone Expectations
Apple is expected to unveil a foldable iPhone model to compete with Android rivals like Samsung Galaxy Z Fold 8 and Google Pixel 11 Pro Fold. Bloomberg analyst Mark Gurman predicts iPhone 18 Pro and Pro Max models will debut in September, with more affordable base models following in spring 2027. The foldable model's price and features remain a topic of speculation.
3New Product Portfolio
The event won't just feature the iPhone 18 series, but also new smartwatch models like Apple Watch Series 12 and Apple Watch Ultra 4. AirPods 4 are due for their first update in two years, with AirPods 5 potentially launching after the AirPods Pro 3. Apple's product lineup this year promises significant refresh across multiple categories.
4CEO Transition
Tim Cook is set to hand over his 15-year CEO role to John Ternus in September. Ternus, a 25-year Apple veteran and SVP of Hardware Engineering, has played key roles in developing products like iPhone, iPad, Mac and AirPods. Under Cook's leadership, Apple's market value grew from $350 billion to $4 trillion.
5Clues in the Event Invitation
Apple's traditional event invitation Easter eggs are generating buzz again this year. The invite featuring a blue sky and shining sun with the words 'Surprise and shine' has sparked speculation. Some analysts suggest it hints at smart sunglasses, while others believe it indicates a new iPhone color option.
6Industry Competition
With Samsung and Google's strong presence in the foldable market, Apple's entry becomes a strategic move. The foldable phone market is expected to exceed $100 billion by 2026, requiring Apple to offer competitive pricing or innovative design. Demand for foldables is growing rapidly, particularly in Asian markets.
7Software and Hardware Integration
Apple is expected to introduce significant iOS updates alongside the foldable iPhone launch. Features like multi-window support, foldable screen optimization, and new UI elements are likely to be announced. Apple's chipset and software ecosystem could deliver a smoother user experience compared to competitors.
8Apple's Future Strategy
The CEO transition and foldable iPhone launch signal Apple's entry into a new era. Under John Ternus's leadership, the company may focus more on hardware innovation while increasing investments in AI and augmented reality. The $4 trillion giant's future moves will significantly impact the consumer electronics industry.