Apple Confirms iPhone 18 Pro Event for September 9, Foldable Phone Expected

Apple sent formal invitations for a September 9 keynote at its Cupertino headquarters, confirming the launch window for the iPhone 18 Pro, iPhone 18 Pro Max, and its first foldable device, rumored to be called the iPhone Ultra. The event marks new CEO John Ternus’s debut on stage after taking over from Tim Cook on September 1. Analysts expect AI-focused upgrades and a potential $1,500 price point for the foldable model.

When and where the event happens

The keynote begins at 10 a.m. Pacific Time on September 9, which translates to 2 a.m. Japan Standard Time on September 10. The event takes place at the Steve Jobs Theatre inside Apple Park in Cupertino, California. Invitations arrived on August 27 with the tagline “Surprise and Shine.” Apple avoided scheduling the event on September 8 or 11, respecting Labor Day and the 25th anniversary of 9/11.

What Apple will announce

The iPhone 18 Pro and Pro Max will be unveiled, along with Apple’s first foldable smartphone. Two new Apple Watch models are also expected. The standard iPhone 18 may not launch until early 2027, according to multiple reports. Apple is preparing to produce 10 million foldable units this year, signaling confidence in demand.

John Ternus takes the helm

Ternus becomes Apple’s new CEO on September 1, replacing Tim Cook, who moves to executive chairman. This keynote is Ternus’s first major product launch as CEO. Analysts expect him to emphasize AI integration across new products, as Apple has lagged competitors in artificial intelligence. Bank of America noted that Ternus, a hardware engineer, could solidify Apple’s product advantage in the AI era.

Expected pricing and availability

Foldable iPhones typically cost more than standard models. Tech Insights analyst Mike Howard suggested Apple may price the foldable at $1,500, compared to standard iPhones around $1,000 to $1,200. Pre-orders are expected to open September 12, with retail availability on September 18. Memory shortages across the industry have pushed manufacturers to raise prices.

Final Thoughts

Apple’s September 9 event sets the stage for a leadership transition and potential market expansion into foldables. With Meyka grading AAPL a B and 24 analysts rating it Buy, the stock sits near $314, leaving room for upside if new products drive revenue growth.

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