Apple's fall product launch event is scheduled to stream live at 10:00 a.m. on 9 September and will be the first event under its new CEO. A foldable iPhone is expected to debut, with the announcements likely to focus on the Pro models.
Apple's next major event is just around the corner and will be the first since the change in CEO. Attention is also focused on what new CEO John Ternus will say about his direction in on-site reporting.
The event will begin at 10:00 a.m. Pacific Time on 9 September and will stream live from 2:00 a.m. Japan time on 10 September. It is expected to be available on Apple's official website, YouTube and the Apple TV app.
A foldable iPhone is widely expected to be announced at the event, according to reports, with a price of around $2,000. The main products are expected to be the iPhone 18 Pro/Pro Max, Apple Watch Series 12 and Watch Ultra 4.
The backdrop is said to include supply constraints stemming from higher manufacturing costs and memory shortages. Apple may be considering strengthening its premium product lineup and introducing a new hardware leasing program. The mid-range iPhone 18e and second-generation iPhone Air are expected to be announced at a spring event.
Alongside this week's new product announcements, unconfirmed reports say iPhone preorders will begin on 12 September, while some expect the final versions of iOS 27 and macOS 27 to be released the following week.