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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 new 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.
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?
Apple iPhone 17 Pro Max
Jason Hiner/ZDNET
1. iPhone 18 – and new foldable?
All signs point to a new foldable iPhone, alongside the iPhone 18 Pro and Pro Max. The foldable, reportedly named the iPhone Ultra, will be a compact device similar to Samsung’s Z Fold 8, and it will likely cost around $2,000.
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. This year’s iPhone models may sport colorways in dark cherry, sky blue, dark grey, and silver, per MacRumors.
Also: Apple confirms price increases are coming – how much will it cost you?
The iPhone 18 Pro Max could be getting a bigger battery, according to Chinese regulatory findings. The iPhone 18 Pro’s battery capacity reportedly boosts 4,288mAh (up from 4,252mAh on iPhone 17 Pro), while the iPhone 18 Pro Max boasts 5,567mAh (compared to the iPhone 17 Pro Max’s 5,088mAh). The camera on the iPhone 18 Pro Max might be supercharged this year with a variable aperture lens, as Gurman has reported. This feature would be exclusive to the Pro Max model. Expect faster processing power on the devices as well.
Multiple sources, including Bloomberg’s Mark Gurman and The Information’s Wayne Ma, have confirmed that the Dynamic Island might be slimming down this year. Reports also indicate that Apple is expanding its satellite functionalities on the iPhone lineup.
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 and probably an Ultra 4. Ceramic cases in white and gray will arrive on this year’s watches, Gurman said, alongside a new feature that keeps the heart rate sensor running all day to continuously track vitals.
3. AirPods 5
While a recent leak hints at future AirPods with cameras, we probably won’t see that product launch until next year. Apple is more likely to unveil its AirPods 5 at September’s iPhone event. 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. The AirPods 5 will come in two models, per Gurman, one with active noise cancellation and one without.
4. Siri 2.0
Apple unveiled its agentic Siri at its Worldwide Developers Conference this June. This revamp sets Apple on a new course, one that can more effectively compete with rival agentic assistants like Gemini. The assistant will touch every part of Apple’s new lineup, from its iPhones and Apple Watches to AirPods and MacBooks.
New Apple CEO: It’s Ternus’ turn
You’ll see a new face opening Apple’s keynote this year. Tim Cook has stepped down to usher in Apple’s new CEO, John Ternus. He’s the former 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. 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.
