Apple has announced September 9 as the date for its next major product launch, with the company expected to unveil a new generation of iPhones and potentially its long-awaited first foldable iPhone.
Senior Apple executive Greg Joswiak announced the date on Wednesday in a post on X, with the event scheduled to take place at the Steve Jobs Theater at Apple Park in California from 10 a.m. Pacific Time, or 6 p.m. Nigerian time, and streamed online for viewers around the world.
The event, carrying the tagline “Surprise and shine,” is expected to centre on new iPhone models, including the iPhone 18 Pro and iPhone 18 Pro Max, while Apple is also widely expected to unveil a long-rumoured foldable device, potentially called the iPhone Ultra.
The possible arrival of a foldable iPhone would mark one of Apple’s biggest changes to the iPhone design since the introduction of the iPhone X in 2017 and would place the company directly against rivals such as Samsung in the growing foldable smartphone market.
Apple has yet to confirm details of the foldable device, but reports indicate that it could use a book-style design, opening into a larger display similar to the format used by Samsung’s Galaxy Z Fold series. The device is expected to occupy the premium end of Apple’s smartphone range and could carry a significantly higher price than existing iPhone models.
Analysts have described the foldable iPhone as potentially important to Apple’s efforts to raise the average selling price of its smartphones, particularly as consumers increasingly expect major improvements from each new generation of conventional smartphones.
The September event is also expected to bring changes to Apple’s traditional iPhone release schedule. Reports indicate that Apple may launch only its higher-end iPhone 18 Pro models and the foldable device this year, while the standard iPhone 18, iPhone 18e and a second-generation iPhone Air could be pushed to 2027.
Beyond the iPhone, Apple is expected to introduce new Apple Watch models, including the Apple Watch Series 12 and Apple Watch Ultra 4, although the company has not confirmed the products that will appear at the event.
The event will also be significant because it is expected to be the first major Apple product launch under John Ternus, who is scheduled to become chief executive officer on September 1, replacing Tim Cook, who will move into the role of executive chairman.
Ternus, previously Apple’s senior vice president of hardware engineering, will therefore take charge of the company’s biggest annual consumer hardware event only days after assuming the top job.
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The launch comes as Apple faces a changing smartphone market and rising costs for components driven partly by increased demand for computing hardware used in artificial intelligence systems.
While Apple has not disclosed pricing or specifications for the upcoming devices, expectations around the foldable iPhone have already made the September event one of the company’s most closely watched launches in years.
The September 9 presentation is expected to be streamed through Apple’s website, YouTube and the Apple TV app, giving customers worldwide access to the unveiling.
About the Author
Cecilia Attah is a tech analyst with a degree from Benue State University. She covers tech news and startups at TechRegard with a focus on how technology is transforming Africa and shaping the global landscape.
