Apple has confirmed that it will host its biggest product launch event of the year on September 9, with the iPhone 18 Pro and iPhone 18 Pro Max expected to be the main highlights. The event will take place at the company’s headquarters in Cupertino, California, and will also be livestreamed on Apple’s website.

According to Apple Insider, the event will carry the tagline “Surprise and shine” and is scheduled to begin at 10 am Pacific Time, or 1 pm Eastern Time. The event will also be the first major product presentation under Apple’s incoming chief executive John Ternus.

iPhone 18 Pro Series Expected To Lead Launch

Apple is expected to change the way it releases the iPhone 18 range this year, with the lineup reportedly being split across two separate launches. The September presentation is likely to centre on the higher-end iPhone 18 Pro and iPhone 18 Pro Max models, according to Apple Insider.

The new Pro models are expected to be powered by Apple’s next-generation A20 Pro chip, which is reportedly being developed using a 2-nanometre manufacturing process. The devices are also expected to feature Apple’s C2 modem.

Major design changes are not expected, although Apple could make some visual adjustments. The camera bump may become slightly larger, while a dark cherry colour option is also rumoured to be under consideration.

Camera improvements could include under-display Face ID technology. The iPhone 18 Pro Max is also rumoured to feature a variable-aperture camera, which could provide greater control over photography and produce more natural background blur.

Foldable iPhone Could Make Debut

Apple could also use the September event to unveil its first foldable iPhone. The device has been rumoured to launch under names including iPhone Fold or iPhone Ultra.

The foldable model is expected to feature a 7.8-inch internal display alongside a 5.3-inch outer screen. If introduced at the event, it would mark Apple’s entry into the foldable smartphone segment.

However, the September presentation may not include every product currently under development. Apple Insider noted that some devices could instead be unveiled later in the year.

New Apple Watch And iPad Mini Models Also Tipped

Alongside its iPhone announcements, Apple could introduce new Apple Watch models during the September event. The company may also announce updates to the Apple TV and HomePod mini.

An eighth-generation iPad mini is another possible launch, with the device reportedly expected to feature an OLED display.

The September 9 event will also mark a significant leadership transition for Apple. Ternus is scheduled to take over as CEO from Tim Cook on September 1, making the upcoming presentation his first major product event at the helm of the company.

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