Apple's annual iPhone event is set for September 9 at 10 a.m. PDT, with the reveal of the company's highly anticipated first foldable iPhone making headlines. This device, rumored to be called the iPhone Ultra, arrives about seven years after Samsung introduced foldable smartphones, marking Apple's significant entry into this market segment. The event, titled "Surprise and Shine," will be accessible via a YouTube livestream and Apple’s events website for global viewers wanting to catch the announcements live.

The foldable iPhone Ultra is expected to feature a 5.5-inch front display that expands to a 7.8-inch screen when unfolded, offering a tablet-like experience powered by the latest Apple chips. While designed to maintain a sleek and pocketable form, some compromises include the removal of the telephoto lens and Face ID technology, replaced by Touch ID on the side of the phone. Early testers report a premium feel and highlight innovations like less visible screen creases, along with multitasking capabilities that let users operate two apps side-by-side on the unfolded display.

In addition to the foldable model, Apple plans to unveil the iPhone 18 Pro and Pro Max on the same day, catering to users seeking upgrades without folding phones or the steep $2,000 Ultra price tag. However, the standard iPhone 18 is expected to debut later, possibly six months afterward, which would be an unusual shift in Apple’s release schedule. The event will also likely introduce updates to other product lines, including a refreshed HomePod and new AirPods equipped with cameras designed to enhance Siri’s functionality without compromising user privacy.

This September event also marks a notable leadership transition for Apple, with new CEO John Ternus making his debut after Tim Cook’s retirement. Ternus, previously Apple’s vice president of hardware engineering, is tasked with steering the company into a new era, starting with the dramatic foldable iPhone launch and ongoing innovation across Apple’s ecosystem. Fans and industry watchers are eagerly awaiting to see how Apple evolves with fresh hardware, software, and ecosystem updates under this new leadership.