Apple’s September event, which the company is calling “Surprise and shine,” is set for 9 September and is expected to bring new hardware, most notably the latest iPhone models. Historically, Apple has used its autumn showcase to unveil new devices, and this year attention centres on whether a long-rumoured foldable iPhone will finally appear.
You can watch the event on Apple’s website, Apple TV, the Apple Developer app and the company’s YouTube channel on Wednesday 9 September at 6pm BST. Incoming chief executive John Ternus is expected to appear in his new role for the first time, having taken up the position on 1 September.
A foldable iPhone and new iPhone 18 Pro models
Whether it arrives as the iPhone Fold, iPhone Ultra or iPhone Flip, Apple could show off a foldable iPhone at the event. Leaks and supply chain reports suggest a squat, book-style design, similar to the Samsung Galaxy Fold 8. The same reports point to a price of between roughly £1,500 and £1,850, which could place it beyond the reach of many buyers. A CNET survey found US adults were willing to spend an average of around £610 on a foldable iPhone, less than the base iPhone 17 at roughly £625. Foldable phones remain a niche interest, and Apple is likely to price the device to reflect its high manufacturing costs.
The iPhone 18 Pro and Pro Max are also expected to feature, potentially with a price increase starting at around £940, up from the iPhone 17 Pro’s starting price of about £860. Entry-level iPhone 18 models appear to be absent from the September line-up, as Apple is thought to be splitting its iPhone launch this year. That would mean the iPhone 18 Pro and Pro Max arrive in September, with the iPhone 18, iPhone 18E and a possibly refreshed iPhone Air following in spring.
New Apple Watches and AirPods
Apple is reportedly preparing to announce an Apple Watch Series 12 and Apple Watch Ultra 4. The new watches could feature faster chips and new health and fitness capabilities, though a design change is not expected. Pricing details remain unconfirmed, but given wider hardware price rises this year, the Series 12 could cost more than the Series 11’s starting price of around £310.
The company could also debut the AirPods 5, releasing an updated version of its earbuds. The AirPods 4 are now several years old, making a refresh plausible at the September showcase.
The event begins at 6pm BST on Wednesday 9 September.
