Apple announced that it will hold a special event at 10:00 a.m. local time on 9 September, or 2:00 a.m. Japan time on 10 September. New iPhone models reportedly excluding the base model, a foldable device and a new Apple Watch are rumored to be unveiled, encouraging viewers to get up early to watch.
Apple says it will hold its special event, “Apple Event,” from 10:00 a.m. Pacific Time on 9 September, or 2:00 a.m. Japan time on 10 September. The event can be viewed on Apple's official website or through the Apple TV app and is expected to run for about 2 hours. Its tagline is “Surprise and shine.”, a play on the phrase “Rise and shine.”
The main products rumored to be unveiled are the iPhone 18 Pro, iPhone 18 Pro Max, the first foldable iPhone and a new Apple Watch. Reports suggest that the event may focus on these models.
Multiple reports have pointed to expectations that the base model will be excluded from this year's lineup. The prevailing theory is that the iPhone 18 Pro and foldable model will launch in the autumn, while the iPhone 18 will be launched separately in spring 2027.
Rumored features of the iPhone 18 Pro include a new SoC built on a 2nm process, dubbed the “A20 Pro,” a variable-aperture mechanism, a smaller Dynamic Island and under-display Face ID. There are also expectations of a price increase due to higher procurement costs for 2nm chips and memory.
The foldable iPhone is being referred to by both “iPhone Fold” and “iPhone Ultra.” Rumored specifications include an inner display of approximately 7.8 inches, an outer display of approximately 5.5 inches, a thickness of approximately 4.5 mm when unfolded and Face ID integrated into the side button as an alternative to Touch ID. The US price is expected to be around US$2,000, with pricing in Japan expected to start in the ¥300,000s. The device may not become available until the end of the year or later.