Apple has officially announced its next major product event, and this one could be more important than the usual annual iPhone refresh.
The event is called “Surprise and Shine” and will take place on Wednesday, September 9, 2026, at 10 a.m. Pacific Time at Apple Park in Cupertino. Apple will stream it through its website, the Apple TV app, and YouTube.
Apple has not confirmed which products will appear, but the company is widely expected to unveil the iPhone 18 Pro, iPhone 18 Pro Max, and its first foldable iPhone.
That last device could make this one of Apple’s most significant iPhone events in years.
The Foldable iPhone Could Be the Real “Surprise”
Apple has watched Samsung, Google, Honor, Huawei, and other companies develop foldable phones for years without entering the category itself.
That may finally change.
Current reporting suggests Apple’s first foldable iPhone will use a book-style design, opening into a larger tablet-like display. Rumors point to a screen of roughly 5.5 inches when closed and around 7.6 inches when unfolded.
That would place it conceptually closer to Samsung’s Galaxy Z Fold family than a clamshell device such as the Galaxy Z Flip.
The idea is straightforward.
Closed, it behaves like a smartphone.
Open it, and the display becomes large enough for more comfortable reading, multitasking, gaming, video, and productivity.
For Apple, however, simply making a screen fold would not be enough.
The company has spent years emphasizing thinness, durability, display quality, battery life, and software consistency. A foldable device has to deliver all of those while introducing a hinge and flexible display—the two areas where foldable phones traditionally face their biggest compromises.
Apple May Call It the iPhone Ultra
Even the name remains uncertain.
The device is commonly being described as the foldable iPhone, but reports suggest Apple could use the iPhone Ultra name.
That would make sense from a pricing perspective.
Apple already uses “Ultra” for its highest-end Apple Watch, and a foldable phone would almost certainly sit above the Pro Max in price.
A name like iPhone Ultra would also help Apple avoid treating the device as simply another iPhone 18 model.
It is more likely to be positioned as something new.
The Foldable May Use Touch ID Instead of Face ID
One of the most interesting rumors concerns authentication.
Apple’s foldable may use Touch ID instead of Face ID.
That would sound like a step backward on an ordinary iPhone.
On an extremely thin foldable, however, space becomes a major engineering constraint.
Face ID requires Apple’s TrueDepth hardware.
Removing that system could free valuable internal room and potentially allow Apple to make the device thinner.
A side-mounted Touch ID sensor could therefore become the practical solution.
It would also mark the return of fingerprint authentication to a premium iPhone for the first time in years.
The Foldable Could Lose the Telephoto Camera Too
Thinness may force another compromise.
Current reports suggest the foldable may not include a dedicated telephoto camera.
Again, space is the likely reason.
Periscope-style zoom systems require significant internal volume.
Battery cells, hinge hardware, display layers, cameras, speakers, and processors are all competing for space inside a device that Apple reportedly wants to make extremely thin.
That creates an interesting question for buyers.
Would someone pay more than an iPhone Pro Max while receiving fewer camera capabilities?
Apple may be betting that the folding display itself provides enough additional value.
iPhone 18 Pro Should Be More Familiar
The iPhone 18 Pro and iPhone 18 Pro Max are expected to be much less radical.
Current reporting suggests the basic design will remain similar to the iPhone 17 Pro generation.
The important upgrades are expected to happen inside the phone and around the camera system.
That makes sense.
Apple does not redesign the iPhone completely every year.
Instead, the Pro models usually evolve through smaller improvements in processing, cameras, battery efficiency, displays, and materials.
A20 Pro Could Be Apple’s First 2nm iPhone Chip
One of the biggest expected improvements is the A20 Pro processor.
MacRumors reports that the iPhone 18 Pro models and foldable iPhone are expected to use Apple’s latest A20 Pro chip manufactured using a 2-nanometer process.
Smaller manufacturing processes can potentially provide better performance and energy efficiency.
That does not automatically mean the new iPhone will feel dramatically faster while checking email or scrolling Instagram.
Modern iPhones are already extremely quick.
The bigger benefits may appear in demanding tasks such as:
Gaming.
Video editing.
Computational photography.
On-device AI.
Battery efficiency.
Thermal performance.
The 2nm transition could therefore matter more over several years of ownership than during a five-minute store demonstration.
The Camera Could Get a Variable Aperture
The iPhone 18 Pro is also rumored to introduce a variable-aperture main camera.
Aperture controls how much light enters the camera lens.
Traditional smartphone cameras generally use a fixed aperture.
A variable system could allow the phone to adjust the opening depending on the scene.
In low light, a wider aperture can gather more light.
In brighter conditions, a narrower aperture can provide different depth-of-field characteristics and potentially improve image control.
Samsung experimented with variable-aperture smartphone cameras years ago, but the idea largely disappeared.
Apple bringing it back could make the technology considerably more prominent.
Still, camera hardware alone will not determine image quality.
Apple’s computational photography remains equally important.
Don’t Expect a Regular iPhone 18 at This Event
This year could also change Apple’s normal release pattern.
Reports indicate Apple is not expected to launch the standard iPhone 18 in September. Instead, the more affordable iPhone 18 models may arrive in spring 2027.
That would make the September event much more premium-focused.
The likely lineup would therefore center on:
iPhone 18 Pro.
iPhone 18 Pro Max.
Foldable iPhone.
Then the cheaper iPhone 18 family would arrive later.
If Apple follows through, it would spread iPhone launches across more of the year instead of releasing nearly everything in September.
Why Would Apple Split the iPhone Launch?
There are several possible reasons.
The simplest is attention.
Launching too many models simultaneously means they compete with one another for headlines and customers.
A foldable iPhone deserves its own spotlight.
The Pro models also generate some of Apple’s highest margins.
Moving standard iPhones into another launch window could give both groups more marketing space.
Production may also be a factor.
Foldable displays, new 2nm processors, and advanced camera hardware could put pressure on Apple’s supply chain.
Separating launches could reduce that pressure.
Apple has not publicly explained such a strategy yet, so the exact reason remains speculative.
“Surprise and Shine” May Contain Some Clues
Apple event artwork always generates speculation.
This year’s logo uses a glowing, reflective appearance with blue, pink, and white light effects. Apple’s official event page simply says “Surprise and shine.”
Some observers believe the artwork could hint at new iPhone 18 Pro colors or camera features. MacRumors notes speculation around both.
Apple’s regional event language has added even more fuel.
In China, Apple’s tagline roughly refers to a “bright new chapter”, while Hong Kong and Taiwan use similar language about opening or illuminating a new chapter.
That could simply be creative localization.
But with a foldable iPhone expected, references to a “new chapter” naturally make people think about opening something like a book.
Apple is very good at encouraging that kind of speculation without confirming anything.
Apple Watch Series 12 Should Also Appear
The event will probably not be only about iPhones.
Apple is expected to announce the Apple Watch Series 12 as well.
Reports suggest a ceramic-case option could join the lineup.
That would provide another premium material choice while continuing the annual Apple Watch upgrade cycle.
As usual, the biggest improvements may come from health features, processing, battery efficiency, or software rather than dramatic changes to the basic watch shape.
Apple Watch Ultra 4 Is Expected Too
The Apple Watch Ultra 4 is another likely announcement.
Apple’s Ultra line targets athletes, outdoor users, divers, hikers, and anyone who wants the largest and most rugged Apple Watch.
The Ultra does not need annual visual reinvention.
Its appeal comes from durability, battery life, GPS accuracy, physical controls, and outdoor features.
A new generation will likely focus on refining those strengths.
AirPods 5 Could Join the Event
Apple is also expected to introduce AirPods 5, potentially in versions with and without active noise cancellation.
That could follow Apple’s strategy of offering a more affordable standard version alongside a more capable ANC model.
AirPods have become one of Apple’s most important accessories because they strengthen the ecosystem around the iPhone.
Pairing is simple.
Device switching is integrated.
Spatial audio connects with Apple’s entertainment products.
Even relatively small AirPods upgrades therefore matter commercially.
Apple’s Smart Home Products Could Make an Appearance
There is also a possibility Apple will discuss its long-rumored smart-home hardware.
MacRumors suggests products such as a new Apple TV 4K, updated HomePod mini, or dedicated home hub could potentially appear.
These products are less certain than the iPhones and Watches.
Apple has been working toward a stronger smart-home strategy for years, particularly as Matter expands compatibility across ecosystems.
A dedicated home hub with a display could place Apple more directly against Amazon Echo Show and Google’s Nest Hub family.
Whether September 9 is finally the moment remains uncertain.
New Software Release Dates Should Be Confirmed
Apple should also announce final release dates for its next software versions.
Those include iOS 27, iPadOS 27, macOS Golden Gate, and updates for Apple Watch and other devices.
Apple previewed its major software direction earlier in the year.
The September event normally tells users when those updates actually become publicly available.
For existing iPhone owners who have no interest in buying new hardware, this may be the most relevant announcement of the day.
Prices Could Go Up
One less exciting rumor concerns cost.
MacRumors reports that ongoing memory shortages could contribute to price increases for the new Pro iPhones.
The foldable iPhone will almost certainly be expensive regardless.
Foldable displays cost more.
The hinge adds complexity.
Production volumes are likely to be lower.
And Apple will probably position it as a premium product.
The more interesting question is how Apple prices the iPhone 18 Pro and Pro Max.
If those increase substantially too, Apple’s high-end lineup could become noticeably more expensive.
Apple’s Foldable Is Arriving Very Late
Samsung launched its first Galaxy Fold in 2019.
By 2026, foldables are no longer experimental.
Samsung has had multiple generations to improve hinges, durability, displays, cameras, and software.
Google has developed its own foldables.
Chinese manufacturers including Honor, Huawei, Oppo, Vivo, and Xiaomi have produced increasingly thin and sophisticated designs.
Apple is therefore entering a mature category rather than creating one.
That sounds like a disadvantage.
Historically, however, Apple has often preferred arriving late.
It did not invent the MP3 player.
It did not invent smartphones.
It did not invent tablets.
It did not invent smartwatches.
Apple’s strategy is usually to wait until it believes it can deliver an experience that feels polished enough for a mass audience.
The foldable iPhone will test whether that strategy still works.
The Hinge May Matter More Than the Processor
Everyone understands processors.
A20 Pro sounds newer than A19 Pro.
Foldables have a more fundamental problem.
The device physically moves every time someone opens it.
That makes the hinge one of the most important pieces of hardware.
It needs to survive tens or hundreds of thousands of folds.
It needs to keep dust away from sensitive parts.
It cannot create excessive gaps.
It needs to hold the screen at the correct angle.
It also needs to remain thin.
Those requirements conflict with each other.
A larger, stronger hinge can improve durability but increase thickness.
A tiny hinge can improve design while making engineering more difficult.
Apple’s solution could determine whether its first foldable feels mature or like an expensive first-generation experiment.
The Screen Crease Will Be Closely Watched
Every book-style foldable faces another obvious problem:
the crease.
Flexible OLED displays physically bend along the same area repeatedly.
That can leave a visible or tactile line across the center.
Manufacturers have improved this dramatically, but the crease has not disappeared completely from most designs.
Apple has reportedly spent years trying to minimize it.
If the company’s first foldable launches with a noticeably flatter screen than competitors, that could become one of its biggest selling points.
If the crease looks much like everyone else’s, buyers may wonder why Apple waited so long.
Software Could Be Apple’s Biggest Advantage
Hardware receives most of the attention, but the foldable experience will depend heavily on iOS.
What happens when someone opens the phone?
Does the app instantly resize?
Can two apps run side-by-side?
Can content move smoothly from the outside screen to the inside display?
Will developers need to redesign applications?
Can the larger screen behave partly like an iPad?
Apple controls both iOS and the App Store ecosystem.
That gives it an opportunity to create more consistent foldable software than manufacturers that depend on broader Android compatibility.
The September presentation should reveal whether Apple views the foldable simply as a bigger iPhone or something closer to a small iPad that happens to fold.
Should You Wait Before Buying an iPhone?
If you are considering an expensive iPhone 17 Pro right now, waiting until September 9 makes sense.
The event is less than two weeks away.
Even if the iPhone 18 Pro is not attractive enough to justify its expected higher price, the announcement could affect older-model pricing.
Likewise, someone interested in foldables should probably wait before buying a competing premium device.
Apple’s first foldable may be extremely expensive or carry first-generation compromises.
But at least buyers will finally be able to compare actual specifications rather than rumors.
How to Watch the Event
Apple’s “Surprise and Shine” event begins on September 9 at 10 a.m. Pacific Time.
Apple will stream it through its website, the Apple TV app, and YouTube.
That makes it accessible without an Apple device.
The event is expected to be held at Apple Park with invited media attending in person.
Watch through Apple’s official event page
This Could Be Apple’s Biggest iPhone Change Since the iPhone X
Most annual iPhone events are predictable.
Better processor.
Better camera.
New colors.
Maybe a redesigned button.
The foldable changes that.
If Apple actually launches it on September 9, it will be the company’s first major new iPhone form factor since the iPhone X transformed the lineup in 2017.
That alone makes “Surprise and Shine” worth watching.
The iPhone 18 Pro will probably be faster.
Its cameras will probably improve.
The Apple Watch will probably gain new refinements.
But the product that could define the event is the one Apple has spent years refusing to make.
After watching competitors experiment with folding phones for seven years, Apple finally appears ready to answer a simple question:
What does a foldable iPhone look like when Apple decides the category is finally ready?
We should get the answer on September 9.
