The wait is almost over. Apple is preparing to unveil its latest products today, September 9, during a major event at Apple Park that is scheduled to begin at 10 a.m. Pacific Time.
The “Surprise and Shine” presentation has generated unusually high expectations, with Apple watchers anticipating the arrival of new iPhone models, major hardware upgrades and what could be the company’s most important new product category in years.
At the centre of the excitement is the expected iPhone 18 Pro and iPhone 18 Pro Max. Industry reports point to a redesigned experience featuring improvements to the cameras, display and internal hardware. A smaller Dynamic Island and a more powerful next-generation chip are among the upgrades being closely watched ahead of the event.
However, Apple could have a much bigger surprise in store.
The company is widely expected to introduce its first foldable iPhone, reportedly known as the iPhone Ultra. The device is expected to open into a much larger display while maintaining a smartphone-sized exterior, putting Apple directly into competition with Samsung and other companies that have already established themselves in the foldable market.
The reported price could make the device one of Apple’s most expensive mainstream products. Analysts and reports have placed expectations above $2,000, reflecting the complexity and premium positioning of the foldable design. Supply could also remain limited during the initial rollout.
Artificial intelligence is another major issue surrounding the event. Apple has faced growing pressure to demonstrate that its AI strategy can compete with Google and other technology companies. A major Siri overhaul is reportedly in development, potentially using more advanced AI capabilities and becoming a key part of Apple’s wider push into intelligent devices.
Beyond the iPhone, Apple is expected to introduce new Apple Watch models and could announce updated AirPods and smart-home products. These additional announcements remain expectations rather than confirmed details until Apple takes the stage.
Apple has previously used its September events to introduce major changes to the iPhone experience. The iPhone 16 Pro launch, for instance, brought the A18 Pro chip, Camera Control, upgraded cameras and Apple Intelligence features.
Today’s event therefore carries significant weight. With a new CEO, growing AI competition and potentially the first foldable iPhone, Apple has more than another annual upgrade to reveal. It could be preparing to redefine what its flagship smartphone looks like.
