Apple announces iPhone 18 Pro and foldable iPhone Ultra event: ‘Surprise and shine’

Cupertino, California — In what is shaping up to be one of the most consequential product showcases in the company’s modern history, Apple has officially sent out media invitations for its upcoming autumn special event. Scheduled for September 9 at 10:00 a.m. PT, the presentation will be broadcast live from Apple Park.

Bearing the enigmatic tagline “Surprise and shine,” the event invitation features a glowing, iridescent Apple logo pierced by a radiant sunburst. The striking graphic has already set the tech community ablaze with speculation, hinting at major technological breakthroughs in display brilliance, structural engineering, and hardware design.

While the annual autumn keynote has historically served as the singular launchpad for Apple’s entire smartphone ecosystem, 2026 marks a radical departure from tradition. Apple is officially splitting its iPhone release schedule, holding back the standard-tier models for a spring 2027 rollout. Instead, the September stage will be exclusively reserved for heavy-hitting hardware: the professional-grade iPhone 18 Pro lineup, the long-awaited debut of Apple’s first-ever foldable device—rumored to be christened the iPhone Ultra—alongside next-generation wearables, audio gear, and the dawn of a new corporate era under incoming CEO John Ternus.

Executive Overview: A Paradigm Shift in Cupertino

The autumn 2026 event represents a pivotal crossroads for Apple. For years, consumers and analysts have watched competitors race ahead in the foldable smartphone category, while Apple methodically refined its supply chain and durability testing. That cautious waiting period is officially coming to an end.

The introduction of the iPhone Ultra signals Apple’s formal entry into the ultra-premium foldable market, setting a new ceiling for smartphone pricing and engineering complexity. Simultaneously, the iPhone 18 Pro series aims to cement Apple’s dominance in traditional flagship performance, introducing advanced camera mechanics and proprietary connectivity architecture.

Beyond hardware, the event carries profound organizational significance. Effective September 1, John Ternus assumes the role of Chief Executive Officer, stepping into the position held for over a decade and a half by Tim Cook, who transitions to Executive Chairman. Consequently, the September 9 showcase will serve as Ternus’s inaugural keynote address as CEO—a high-stakes introduction to investors, media, and millions of consumers worldwide.

Detailed Chronology & Breakdown of Expected Announcements

1. The Foldable Frontier: The Debut of "iPhone Ultra"

Without question, the headline act of the September 9 event will be Apple’s maiden voyage into foldable display technology. For years, rumors have swirled regarding how Apple would approach the form factor without compromising the sleekness and reliability expected of its brand.

• The Design & Display: Industry insiders report that the device, widely expected to be branded as the iPhone Ultra, will utilize a sophisticated book-style horizontal fold. It is slated to feature an outer cover display measuring between 5.3 and 5.5 inches, offering standard smartphone utility when closed. When unfolded, the internal flexible OLED panel expands to a tablet-like 7.6 to 7.8 inches.
• Engineering Marvels: Reports indicate Apple has achieved a virtually crease-free display panel, housed within a lightweight, aerospace-grade titanium frame. Despite its complex hinging mechanism, the device is expected to maintain an ultra-thin profile.
• Biometrics and Optics: Eschewing Face ID for this specific form factor, the iPhone Ultra is rumored to incorporate Touch ID seamlessly integrated into the power button. Optics-wise, the device will reportedly house dual front-facing cameras (one for folded use, one for unfolded tablet mode) alongside a robust dual-camera system on the rear chassis.
• The Price Tag: Luxury and cutting-edge engineering do not come cheap. The iPhone Ultra is universally projected to be the most expensive consumer iPhone in history, with base configurations expected to start around $1,999, and maxed-out storage configurations potentially climbing toward $2,500.

2. The iPhone 18 Pro and Pro Max: Refining the Flagship

While the foldable Ultra captures the imagination, the iPhone 18 Pro and iPhone 18 Pro Max will anchor Apple’s traditional high-end sales volume. Eschewing a radical aesthetic redesign—retaining the general footprint and display sizes of their predecessors—the Pro models will instead focus heavily on under-the-hood and functional enhancements.

• Split Release Schedule: Notably absent from the September stage will be a standard baseline iPhone. In a strategic supply-chain maneuver, Apple is splitting its annual launch cycle; the standard iPhone 18, budget-friendly iPhone 18e, and the ultra-slim iPhone Air 2 are slated to debut in spring 2027.
• The Three Core Upgrades:
  1. Variable-Aperture Main Camera: Rumored to introduce a mechanically adjustable physical aperture, allowing users greater control over depth of field and low-light performance natively.
  2. Shrunken Dynamic Island: Through advanced sensor-in-pixel technology and miniaturized Face ID componentry, the iconic pill-shaped cutout is set to shrink significantly, maximizing screen real estate.
  3. Apple C2 Cellular Modem: Marking another step toward supply-chain independence from Qualcomm, the Pro lineup will adopt Apple’s proprietary second-generation C2 modem for enhanced energy efficiency and 5G connectivity speeds.
• Color Palette: Leaks suggest the iPhone 18 Pro models will launch in four sophisticated finishes: Dark Cherry, Classic Black, Silver, and Light Blue.

3. Wearables and Audio: Apple Watch Series 12, Ultra 4, and AirPods 5

Apple’s ecosystem expansion continues with targeted updates to its wearable and acoustic divisions.

• Apple Watch Series 12 & Ultra 4: Neither flagship smartwatch is expected to undergo a dramatic structural redesign. Instead, Apple is prioritizing performance and longevity by introducing faster next-generation processors and advanced health-monitoring capabilities. Interestingly, a refreshed Apple Watch SE is notably absent from current launch pipelines.
• AirPods 5: Audio enthusiasts can look forward to the debut of the AirPods 5. However, more ambitious acoustic projects—such as camera-equipped AirPods featuring Visual Intelligence—have reportedly been pushed back to 2027 at the earliest, despite internal prototype demonstrations leaking earlier this year.
• Desktop Hardware Staging: Supplementing the mobile hardware, Apple recently previewed its next-generation desktop lineup, announcing a redesigned Mac mini and a powerhouse Mac Studio driven by the bleeding-edge M5 Max and M5 Ultra chips, scheduled to hit shelves on September 22.

Supporting Context, Market Metrics & Industry Implications

The decision to restructure the iPhone release calendar and introduce a $2,000+ foldable device underscores a broader shift in the global smartphone market. Consumer upgrade cycles have lengthened significantly, with average phone retention pushing past three years. To combat plateauing unit sales, premium manufacturers are increasingly pivoting toward average selling price (ASP) expansion and high-margin luxury segments.

By carving out the "Ultra" tier, Apple is directly challenging Samsung and Google in the foldable market, leveraging its tightly integrated software ecosystem (iOS/iPadOS optimized for dual-screen multitasking) to justify the steep entry barrier. Meanwhile, holding back the standard iPhone 18 for spring 2027 allows Apple to smooth out manufacturing bottlenecks, balance component procurement, and maintain a steady drumbeat of marketing attention across two distinct fiscal quarters.

Official Statements and Leadership Evolution

The September 9 keynote will also be etched into corporate history as the ceremonial passing of the torch. On September 1, John Ternus officially steps into the CEO role, succeeding Tim Cook, who transitions to Executive Chairman after steering Apple through an era of unprecedented financial growth, services expansion, and hardware diversification (including Apple Silicon and the Apple Vision Pro).

While Cook remains involved in high-level strategic oversight, Ternus—formerly Senior Vice President of Hardware Engineering—is widely respected within Cupertino for his engineering pedigree and steady leadership during the transition away from Intel chips. Observers will be closely watching his presentation style, stage presence, and strategic vision as he outlines Apple’s trajectory for the next decade.

Future Outlook: How to Watch and What Lies Ahead

Apple will stream the prerecorded presentation globally across multiple platforms, including apple.com, the official Apple YouTube channel, and the Apple TV app. Concurrently, a select group of international media and analysts will gather in person at the Steve Jobs Theater within Apple Park in Cupertino, California.

As the countdown to September 9 ticks away, the industry is left to ponder whether the "Surprise and shine" invitation hints at technological breakthroughs beyond what current leaks suggest. Will the iPhone Ultra establish a new gold standard for foldables, or will consumer hesitation over four-figure price tags temper adoption? Can John Ternus successfully navigate his debut keynote and instill market confidence?

9to5Mac Editor-in-Chief Chance Miller will be reporting live from Apple Park to bring you breaking analysis, hands-on impressions, and deep dives into every specification as it is unveiled. Stay tuned as we continue to track the definitive story of Apple’s autumn showcase.