- Apple’s 'Surprise and Shine' event is scheduled for September 9 at 10 a.m. PT.
- The iPhone 18 Pro and iPhone 18 Pro Max are expected to headline the event.
- Apple is also expected to unveil its first foldable iPhone.
For years, September has meant one thing for Apple fans: a new iPhone for almost everyone.
This year, Apple may be breaking that tradition.
The company is set to hold its “Surprise and Shine” event tomorrow at its Cupertino, California, campus, but the event could look very different from the familiar September iPhone launches of previous years.
Instead of unveiling the entire iPhone family at once, Apple is expected to focus on its premium models — the iPhone 18 Pro and iPhone 18 Pro Max, alongside what could be the company's biggest hardware gamble in years: its first foldable iPhone.
And there is something equally interesting about what may not be announced.
The iPhone launch is splitting in two
Bloomberg has previously reported that Apple was considering splitting its iPhone launches into different parts of the year.
That would mean the regular iPhone 18 and iPhone 18e, along with the second-generation iPhone Air, could arrive in spring 2027 rather than alongside the Pro models in September.
If that happens, Apple's September event would no longer simply be the annual moment when the entire iPhone lineup gets refreshed.
It would become something closer to a premium showcase.
The strategy could give Apple more room to make its most expensive and technologically ambitious devices the center of attention, rather than having them share the stage with cheaper models.
And this year, there is certainly enough hardware to justify that spotlight.
The iPhone 18 Pro and Pro Max are expected to retain broadly familiar display sizes and designs while receiving significant internal upgrades. Earlier reports have pointed to Apple's A20 Pro chip, potentially manufactured using a 2nm process, as well as changes to the Dynamic Island and camera system.
A variable-aperture camera has also been rumored, while Apple's Camera Control button could receive further tweaks.
But those upgrades may not be the thing people remember most from the event.
Then comes the foldable
Apple's first foldable iPhone could easily steal the show.
Reports have pointed to a book-style design with a roughly 5.5-inch outer display and a 7.8-inch internal screen. Rather than simply making the existing iPhone thinner or faster, the foldable would give Apple an entirely new category of iPhone to sell.
And it is unlikely to be positioned as a budget experiment.
Reports have suggested that the foldable could sit above the Pro models in Apple's lineup, with a starting price around $2,000.
That would put Apple into a very different part of the smartphone market, where Samsung and other manufacturers have already spent years experimenting with foldable designs.
For Apple, the challenge is not simply getting a screen to fold.
It is convincing consumers that a foldable iPhone is worth paying a premium for — particularly when conventional iPhones have become increasingly capable.
The September 9 event could therefore reveal more than a new product.
It could show how Apple plans to divide its iPhone business between mainstream devices, premium models and a new ultra-premium category.
There may be more on the stage, too.
Apple is expected to potentially introduce the Apple Watch Series 12 and Apple Watch Ultra 4. Rumors have pointed to new colors, possible ceramic construction for the Series 12 and health-related features, while details surrounding the Ultra 4 remain limited.
New AirPods are another possibility. Reports have mentioned AirPods 5 models with different noise-cancellation options, while Apple is also believed to be exploring health-monitoring technology for future earbuds.
However, the more ambitious AirPods Pro with built-in cameras are reportedly still further away.
For viewers in India, the event begins at 10:30 p.m. IST on September 9. It will be streamed through Apple's website, Apple TV app and official YouTube channel.
The biggest question, however, may not be 'What new iPhone is Apple launching?'
It may be 'Why is Apple changing the way it launches the iPhone in the first place?'
If the regular iPhone lineup really does move to spring, September could mark the beginning of a new Apple rhythm — one where the company uses its biggest annual stage to sell aspiration first, and the mass-market iPhone later.
