Apple will host its annual product event on September 9, 2026, at its Cupertino headquarters to unveil the iPhone 18 Pro, iPhone 18 Pro Max, and a new foldable iPhone.

Key Points

• The event takes place September 9, 2026, at 10:00 a.m. PT at Apple Park in Cupertino.
• New hardware includes the iPhone 18 Pro, iPhone 18 Pro Max, and a book-style foldable iPhone Ultra.
• All new iPhone models will feature the 2nm A20 Pro chip, though price increases are expected due to memory shortages.
• The foldable device will utilize Touch ID and offer a 7.6-inch display when fully opened.
• Apple will also introduce the Apple Watch Series 12, Apple Watch Ultra 4, and potential new smart home hardware.
• The company will announce release dates for iOS 27, iPadOS 27, and macOS Golden Gate during the presentation.

Why it Matters

This event marks a significant shift in Apple's hardware strategy by introducing the company's first foldable smartphone to compete in the premium mobile market. The transition to 2nm chip technology and potential price hikes reflect broader industry challenges regarding component supply and the rising costs of advanced semiconductor manufacturing.