Apple is preparing a September showcase that could become one of the most significant product events in the company’s history. On Wednesday, 9 September 2026, the iPhone maker is expected to unveil its first foldable handset, introduce the iPhone 18 Pro and Pro Max, refresh its AirPods and Apple Watch ranges, and hand the keynote spotlight to new chief executive John Ternus. The event begins at 10am Pacific time, which is 6pm in the UK, and will be streamed online. For gadget fans, this is far more than another annual iPhone refresh: it could mark Apple’s long-awaited entry into foldable phones and the opening act of a new leadership era.
A Foldable iPhone Nears the Spotlight
Recent rumours have repeatedly pointed to iPhone Ultra as the name for Apple’s first folding phone, a device that has generated enormous anticipation across the smartphone industry. However, a later report from respected Apple journalist Mark Gurman suggested that the company may instead choose iPhone Duo. The same report put the expected price at $2,000, although earlier estimates had placed it above that figure. Gurman also reported that memory costs had risen sharply, but Apple had chosen to absorb those increases rather than push the retail price substantially higher. It is a bold strategy for a first-generation product that could define Apple’s mobile roadmap for years.
The naming question is more than cosmetic. An iPhone Ultra would position the handset as Apple’s most ambitious and expensive model, while iPhone Duo would place greater emphasis on its folding design and dual-screen potential. Either name will be scrutinised instantly, but the hardware will matter far more.
Apple’s hinge moment has arrived.
A successful launch would validate foldable technology for millions of loyal iPhone customers who have watched rival manufacturers experiment with flexible displays. A flawed one, however, could expose the difficulties of combining durability, portability and premium design in a single device. At an expected price of around $2,000, buyers will demand exceptional build quality, polished software and a compelling reason to choose a folding iPhone over a conventional flagship.
iPhone 18 Pro Leads a Wider Product Refresh
The foldable model is expected to dominate the headlines, but it will not be alone. Apple is also preparing the iPhone 18 Pro and iPhone 18 Pro Max, extending its high-end smartphone line alongside the experimental folding device. Details remain closely guarded, leaving enthusiasts to speculate about improvements to performance, cameras, battery life and display technology. The key question is how Apple will separate its established Pro range from a foldable model that may sit at the very top of its pricing ladder.
Wearables are set to feature prominently as well. Updated AirPods and Apple Watches are expected to join the new iPhones, giving Apple several major hardware categories to showcase in a single presentation. That matters because the company’s gadgets increasingly function as an interconnected ecosystem rather than standalone products. A new iPhone may drive the event, but watches, earbuds and services are what keep many customers tied to Apple’s wider platform.
Expect every specification to be examined in minute detail. Apple’s most devoted followers will be looking not only for faster components or redesigned bodies, but for evidence that the company can continue refreshing mature product lines while pioneering an entirely new form of iPhone.
John Ternus Makes His Keynote Debut
Perhaps the most unusual element of the event is the person leading it. John Ternus will host his first Apple keynote as chief executive after taking charge at the start of September. He has appeared at company events before, and the leadership transition from Tim Cook was reportedly planned and carefully managed, but this will be the first major opportunity for Ternus to establish his public identity at the helm of one of the world’s most valuable technology businesses.
That makes the presentation’s tone almost as important as its products. Ternus has a strong hardware background, and observers will be watching for signs that his Apple will prioritise ambitious devices, fresh industrial design and a broader range of home technology. A foldable iPhone would provide an emphatic opening statement, demonstrating that the new chief executive is willing to back a major shift in the company’s best-known product.
There had also been speculation that Apple might revive a more traditional live event format, although those suggestions have become less certain. Whether the keynote feels theatrical, intimate or deliberately low-key, Ternus’s delivery will be compared with the polished presentations associated with his predecessor. For Apple, the challenge is to celebrate its new leader without allowing the management story to overshadow the gadgets.
Home Devices May Remain in the Wings
Apple’s September event is not expected to reveal every device currently rumoured to be in development. Reports have suggested the company is working on several home products, including stationary screens that could combine aspects of an iPad and a HomePod. Other rumours have pointed towards a home camera system, although such products may be reserved for a later announcement.
Their absence would not necessarily indicate delay. Apple often spaces out major launches to give each product enough attention, and a foldable iPhone already provides the company with a formidable headline. Even so, home hardware would fit neatly with Ternus’s product-focused reputation. A fixed smart display, an advanced home camera or a more capable household assistant could help Apple move beyond phones, watches and earbuds into a more visible role inside the connected home.
For now, all eyes remain on Wednesday’s scheduled presentation. The online event begins at 6pm in the UK and could provide the clearest picture yet of Apple’s priorities under Ternus: premium mobile innovation, refreshed wearables and a potentially transformative new category.
Why it Matters
If Apple launches a foldable iPhone at the reported price, it will be placing its most important product into uncharted territory while asking customers to pay a true luxury premium. The decision could accelerate
