Apple’s September iPhone event is shaping up to be one of the company’s most interesting product launches in years. The “Surprise and shine” event will be the first major Apple event led by new CEO John Ternus, and the company is expected to use it to introduce a more premium-focused iPhone lineup rather than the broader range customers have become accustomed to seeing every September.

The event takes place Wednesday, September 9, at 10 am PT / 1 pm ET from Apple Park in Cupertino. Apple will stream it through its website, the Apple TV app, and YouTube.

For Apple, though, the real story is what won’t be announced.

The iPhone 18 may not arrive yet

Apple is expected to break with its usual September formula by leaving the standard iPhone 18 out of the event. Reports suggest the base model could instead arrive in early 2027 alongside the iPhone 18e and a second-generation iPhone Air.

That would leave this year’s launch heavily weighted toward Apple’s most expensive smartphones. It’s a notable change for a company that has traditionally unveiled its entire new iPhone family together, and it could make the September event feel more like a premium product showcase than a conventional iPhone refresh.

iPhone 18 Pro and Pro Max

The iPhone 18 Pro and iPhone 18 Pro Max are expected to form the core of the event.

Rumors point to larger batteries, a smaller Dynamic Island and a long-awaited variable-aperture camera system. Leaked dummy models have also suggested several new color options, including black, silver, light blue and a dark cherry purple finish.

The biggest question may ultimately be price. Apple has already raised prices on several products this year, and the iPhone 18 Pro models could receive their own increase. That would make an already premium iPhone lineup even more expensive.

Apple is also expected to introduce its next-generation A-series silicon in these phones, with the A20 Pro widely rumored for the Pro models. Exactly how much of a performance and efficiency jump it delivers will be one of the key details to watch once Apple gets into the specifications.

Apple’s first foldable iPhone could steal the show

The biggest announcement of the night could be something Apple has never made before: a foldable iPhone.

The rumored device, frequently referred to as the “iPhone Ultra,” is expected to use a book-style design that resembles Samsung’s Galaxy Z Fold series rather than a flip-phone form factor. Leaked dummy units have pointed toward a passport-like shape when folded.

Apple entering the foldable market this late would be significant. Samsung and other Android manufacturers have spent years refining foldable hardware, while Apple has largely watched from the sidelines.

That makes Apple’s approach particularly interesting. The company will have to convince buyers that its first foldable offers something beyond simply catching up with established competitors. Pricing, thickness, durability, cameras, battery life and how iOS handles the larger internal display could all determine whether the iPhone Ultra feels like a first-generation experiment or a product Apple believes is ready for the mainstream.

Apple Watch Series 12 and Ultra 4

The iPhone won’t be the only hardware getting attention. Apple is also expected to refresh its smartwatch lineup with the Apple Watch Series 12 and Apple Watch Ultra 4.

The Series 12 could bring back a ceramic case option, along with new band colors and configurations. A major redesign isn’t expected, however. Apple may instead concentrate on internal improvements and new health features.

One potentially interesting addition is always-on heart-rate sensing, which could expand the health and wellness information Apple Watch can collect throughout the day.

The Ultra 4 is likewise expected to retain much of the current design, with upgrades focused more on performance, health and fitness capabilities.

AirPods 5 could also appear

Apple’s AirPods lineup is also due for an update, and AirPods 5 could make their debut alongside the new iPhones.

Don’t expect the futuristic camera-equipped AirPods that have been rumored recently, though. Those are reportedly not expected until 2027. If AirPods 5 arrive this week, they should be a more conventional upgrade, potentially featuring a new chip and additional health sensors.

That could make the earbuds a relatively minor announcement compared with the foldable iPhone, but Apple’s integration between AirPods, iPhone and its expanding health ecosystem could still make the update more interesting than a simple audio refresh.

What probably won’t be announced

Several other Apple products are rumored for the remainder of 2026, but they’re unlikely to be part of the September showcase.

The standard iPhone 18 is the biggest omission, while products such as new Macs and additional iPad hardware are expected to arrive later. Apple has already announced several Mac updates in August, including the Mac Studio and Mac mini, making a September Mac announcement less likely.

There are also rumors of new Apple smart-home hardware, including an Apple TV and a new home hub, but the September event’s clearest focus appears to be the iPhone, Apple Watch and AirPods.

A very different kind of iPhone event

The most interesting thing about Apple’s September 9 event may not be any single specification. It’s the direction of the lineup.

Instead of giving consumers a new standard iPhone, an Air model and Pro models at the same time, Apple appears poised to put its biggest attention on premium devices. The iPhone 18 Pro and Pro Max will carry the traditional flagship role, while the rumored iPhone Ultra could introduce an entirely new category for Apple.

And with John Ternus taking the stage for his first major iPhone launch as CEO, there is an added layer of significance. Tim Cook’s 15-year tenure as CEO has defined Apple’s modern product launches; September 9 marks the beginning of a new era.

If the foldable iPhone really appears, this could be much more than another annual iPhone refresh. It could be Apple’s clearest signal yet that the next phase of the iPhone is about to look very different.