Apple has officially announced the date for its highly anticipated annual technology conference, setting Wednesday, September 9th, at 10:00 AM Pacific Time. The event's theme promises a surprising and brilliant "Surprise and Shine." According to the company's official events page, the conference will be streamed live on Apple's website and Apple TV app. Media representatives and content creators are also invited to attend in person at the company's headquarters in the Steve Jobs Theater at Apple Park.
The iPhone 18 Pro generation: A hardware leap and an unprecedented change in the launch plan
The iPhone 18 Pro and iPhone 18 Pro Max are expected to headline the event, with reports indicating they will be equipped with the revolutionary A20 Pro processor built on a 2-nanometer process, along with Apple's C2 Modem chip. The main camera in these models is also expected to support variable aperture for professional-level control over depth and lighting, a feature that may be exclusive to the Pro Max version. This comes amidst expectations of a potential price increase due to higher manufacturing costs for the advanced components.
The biggest surprise in Apple’s strategy this year lies in the division of the phone lineup; data extracted from the fifth beta version of iOS 27 indicates that the launch of standard models, such as the basic iPhone 18, iPhone 18e and iPhone Air 2, will be postponed until spring 2027, with the current fall conference being limited to professional models and top categories only.
The foldable iPhone Ultra: Apple enters a whole new era
The biggest event that tech enthusiasts are eagerly awaiting is the unveiling of the first foldable phone bearing the Apple logo, internally referred to by Apple engineers as the “iPhone Ultra.” According to accurate leaks, the device features a book-like design with a practical external screen ranging from 5.3 to 5.5 inches, which unfolds into a stunning internal screen measuring 7.6 to 7.8 inches, offering an experience comparable to the iPad.
To achieve a record-breaking thinness when folded, Apple is reportedly planning to use a Touch ID fingerprint sensor integrated into the side power button instead of Face ID, and to forgo the telephoto lens to save internal space. This premium model is expected to exceed $2000, with a phased release following the official announcement.
Apple Watches and Smart Home System Upgrades
The conference will not be limited to phones only, but Apple will also unveil the Apple Watch Series 12 and the Apple Watch Ultra 4, which will focus mainly on raising processing efficiency and providing advanced health sensors and features that meet users’ needs, without radical changes in the external appearance compared to previous generations.
Attention is also turning to the smart home devices sector, with expectations pointing to the possibility of updating the Apple TV platform and the HomePod mini speaker, in addition to the opportunity for the first appearance of the long-awaited smart home control and connectivity device (Home Hub), to enhance the integration of the system within the home.
A new leadership era and system launch dates
This conference holds historical significance for Apple and its management; it is the first major conference led by John Ternos since he officially assumed the role of CEO on September 1st, succeeding Tim Cook. This event will serve as the first indication of his leadership and his vision for the future of the company's products.
At the conclusion of the conference, Apple will announce the official release dates for the new operating system upgrades for users around the world, most notably iOS 27 and iPadOS 27, as well as macOS Golden Gate and the accompanying updates for the Apple Watch and its various devices.
The September 9 conference appears to be a pivotal moment in Apple's modern history, combining massive hardware upgrades and new boldness in the foldable device category, with a leadership launch that will shape the company's next decade and its products.
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