Марія Бровінська Gadgets 9 September 2026, 07:42

Apple is presenting new iPhones today. What is already known about the news, when and where to watch the presentation

Apple will hold its annual September event on Wednesday, September 9, at 10 a.m. Pacific Time (8 p.m. Eastern Time) at the Apple Park campus in Cupertino. The event, with the tagline «Surprise and Shine,» will be the first major appearance on stage for the company’s new CEO, John Turnus.

In his first official letter to employees, according to Bloomberg, Ternus wrote: «We have a huge launch next week that will be phenomenal.»

The main intrigue: the first foldable iPhone in history

This is the most anticipated part of the presentation — and also the most talked about. According to MacRumors, this year Apple will finally introduce its first foldable device — a book-style foldable that unfolds into a format similar to a small iPad.

Key details from various sources:

Name: The most likely name is iPhone Ultra (not «iPhone Fold» as previously speculated); according to MacRumors, this name has been independently confirmed by at least two sources.
Display: The outer screen is approximately 5.3-5.5 inches, the inner, retractable screen is 7.6-7.8 inches, with a wide 4:3 aspect ratio similar to the iPad.
Chip and memory. A variant of the A20 Pro chip on a 2nm process technology and about 12 GB of RAM is expected.
Cameras: Dual 48-megapixel main cameras and two front cameras; according to some reports, the device may do without a telephoto lens.
Identification. According to a number of sources, Touch ID, built into the side button, may be used instead of Face ID.
Price: Estimates vary, but are in the range of $1,999–2,399 for the base model. Taiwanese research firm TrendForce estimated a starting price in the range of $2,099–2,299 ahead of the event, with top-end versions likely to top $3,000 — making the foldable the most expensive iPhone ever, well above the current starting price of the iPhone 17 Pro Max of $1,199.
Supply: Several sources warn of limited initial supplies and possible delays, with some reporters suggesting that the device may not be widely available until 2027.

iPhone 18 Pro and Pro Max — without the base iPhone 18

Along with the foldable, Apple will introduce two flagship models — the iPhone 18 Pro and iPhone 18 Pro Max. According to MacRumors, both will receive a new A20 Pro chip on a 2nm process, and the Pro model may receive an updated camera with a variable aperture. This year, there will be no basic iPhone 18 in the lineup — Apple, according to the same data, is postponing its release along with the more affordable iPhone 18e until spring 2027.

Watches, headphones and probably a new «smart home»

According to 9to5Mac, in addition to the iPhone, the presentation is expected to feature:

Apple Watch — two new models with more powerful chips and advanced health features.
AirPods are a line update, traditional for September events.
HomePad / HomePod Touch is the long-awaited «home hub» with a 7-inch touchscreen.
HomePod mini 2 — with a new chip, improved sound, and Siri based on generative AI.
The new Apple TV 4K features a more powerful chip, AI-powered Siri, and an updated Siri Remote.

The publication also notes that a number of other Apple products are in development and could appear later this fall if they don’t make it to the September 9 event.

New CEO and updated Siri: a test for the «Ternus era»

Analysts say the launch will also be a test for a revamped Siri built on large-scale language models: according to CNBC, it is designed to compete directly with chatbots such as OpenAI’s ChatGPT and Anthropic’s Claude. Apple first showed off the revamped Siri at its WWDC conference in June 2026, and the September event is likely to bring the feature to all compatible iPhones.

Industry analyst Carolina Milanesi, quoted by one of the publications, notes that Apple’s bet is to combine AI on devices with deep system integration as the company’s key differentiator from competitors.

Rising prices amid memory shortages are the main financial story

The announcement comes amid a sharp rise in memory prices driven by the global buildout of AI infrastructure. Apple has already raised prices for Macs and iPads by about 20%, according to CNBC, and the company is signaling further price increases for iPhones. Tim Cook described the situation on a July investor call as a «once-in-a-century flood» in the memory market, with prices rising exponentially.

KeyBanc Capital Markets analyst Brandon Nispel warned ahead of the event that the Sept. 9 event could be a negative catalyst for the company’s stock, as investors will have to weigh pricing decisions against the impact of higher costs on demand and margins. He said Apple faces a choice: either raise prices broadly, risking «price shock» and a drop in sales, or raise them selectively, which will increase the focus on margins. Nispel maintains an «Underweight» rating and a price target of $250 per share, almost a quarter below current quotes.

According to MacRumors, KeyBanc also draws attention to a historical pattern: over the past five years, Apple shares have fallen by an average of 0,72% on the day of the announcement of new iPhones and another 1,22% during the five trading days after it.

Not all analysts are as cautious: according to one financial publication, other banks' price targets range much wider, from about $365 to $400, while Bank of America is targeting $380. Apple shares lost about $120 billion in market capitalization in the days leading up to the event, although they remain above their early August levels.