Apple Sets September 9 Date For Major iPhone Launch Event

Apple has officially announced September 9 as the date for its next major product launch event, setting the stage for the company’s highly anticipated annual iPhone showcase. The event will begin at 10 a.m. Pacific Time (10:30 p.m. IST) and will be held at the Apple Park campus in Cupertino, California.

Carrying the tagline ‘Surprise and shine’, the event is expected to introduce Apple’s next-generation premium smartphones, including the iPhone 18 Pro and iPhone 18 Pro Max. The company is also widely expected to unveil its first foldable iPhone, which has been rumoured to be called the iPhone Ultra.

The foldable device is expected to be one of the biggest highlights of the event as Apple prepares to enter a market currently led by companies such as Samsung. Reports suggest the device could feature a book-style foldable design, giving users a larger screen when unfolded.

Apple’s promotional artwork features a glowing, neon-style Apple logo, reflecting the visual theme of the event. The design has also drawn attention because of its resemblance to the company’s recent focus on AI and Siri-related developments.

Beyond the iPhone lineup, Apple is expected to announce the Apple Watch Series 12 and Apple Watch Ultra, along with new smart home products. However, the company has not confirmed the products that will be unveiled at the event.

The September event will also mark a significant leadership transition for Apple. John Ternus is set to become CEO on September 1, succeeding Tim Cook, making the launch his first major Apple event as the company’s chief executive.

The keynote will be available to viewers worldwide through Apple’s website, Apple TV and YouTube Live, giving consumers an opportunity to watch the announcements as they happen.