Apple just made its September event official, and it is a bigger deal than a routine iPhone refresh. The “Surprise and shine” showcase lands on September 9, and it doubles as the first major product launch under new CEO John Ternus, who takes the helm on September 1 while Tim Cook moves to executive chairman.
What to expect on September 9
Apple is expected to lead with the iPhone 18 Pro and iPhone 18 Pro Max, but the headliner could be its first foldable iPhone. This year the company is reportedly splitting its annual iPhone launch, with the standard iPhone 18, iPhone 18e, and iPhone Air 2 arriving later in a separate wave.
| Expected product | Key rumored details |
|---|---|
| iPhone 18 Pro / Pro Max | Variable-aperture Main camera, smaller Dynamic Island, Apple C2 modem |
| Foldable iPhone (Ultra) | Book-style, 7.6 to 7.8 inch inner display, titanium frame, from about $1,999 |
| Apple Watch updates | New processors and health features |
| AirPods 5 | Refreshed wireless earbuds |
| Mac mini and Mac Studio | Recently announced desktops |
The foldable iPhone is the real story
Rumors point to a book-style design with an outer display of about 5.3 to 5.5 inches and an inner panel of 7.6 to 7.8 inches, wrapped in a titanium frame with a virtually crease-free screen. The device could use Touch ID built into the power button instead of Face ID, alongside two front cameras and a dual rear camera. Most estimates put the starting price near $1,999, which would make it the most expensive iPhone Apple has ever shipped.
The Ternus era begins
John Ternus joined Apple’s product design team in 2001 and now takes over the top job. Tim Cook becomes executive chairman and is reported to keep managing Apple’s relationships with the White House and the Chinese government. The September 9 event is the first chance to see how Ternus runs the biggest show in tech.
How to watch in the Philippines
The presentation is expected to be prerecorded, with the press attending at Apple Park in Cupertino, and it will stream on apple.com, YouTube, and the Apple TV app. For Filipino readers, that means the action lands in the early hours of Thursday, September 10, Manila time, and the best way to catch up the morning after is a look at the iPhone 18 Pro pre-order schedule. If the foldable rumors are right, expect Apple Watch updates to round out the lineup too.
