Apple confirmed its ‘Surprise and Shine’ event for September 9, putting the iPhone 18 Pro lineup in focus. The keynote will begin at 10 AM PT at the Steve Jobs Theater at Apple Park in Cupertino, California, in the US.
Apple will stream the event through its website, YouTube, and Apple TV app, starting at 10:30 PM IST in India. The launch could also mark a major strategic shift in Apple’s traditional iPhone cycle for premium models.
The iPhone 18 Pro and iPhone 18 Pro Max are expected to headline the event alongside Apple’s first foldable iPhone. Reports point to an A20 Pro chip built on a 2nm process, camera upgrades, and a smaller Dynamic Island.
The foldable model could use a book-style design with 7.6 to 7.8-inch inner display and a 5.3- to 5.5-inch outer screen. The final name remains unconfirmed despite repeated reports linking the device with iPhone Ultra branding at launch.
Apple may also reveal a major change in its usual iPhone launch cycle this year for premium models. The standard iPhone 18, iPhone 18e, and second-generation iPhone Air could move to spring 2027. This approach would give the premium models greater attention at this year's September keynote event.
Reports also suggest premium pricing, potentially making the device Apple’s costliest smartphone yet at launch globally for buyers. The event could bring more hardware announcements beyond the main iPhone range during September itself.
Apple Watch Series 12 and Apple Watch Ultra 4 are expected to join the lineup, while new AirPods remain possible. Reports also suggest Apple could preview potential new smart-home products during the showcase event itself.
The timing adds another major new angle to Apple’s September launch and leadership transition story. Apple is also expected to announce release dates for iOS 27, iPadOS 27, and macOS Golden Gate.
Also Read: How Apple’s Next-Generation iPhones are Evolving with New Chips, Displays, Camera Technology