Apple has officially confirmed its next event. The company sent out media invites on August 26, locking in September 9 as the date for its annual iPhone launch. The event, titled “Surprise and Shine,” starts at 10 AM Pacific (10:30 PM IST) and will stream live on Apple’s website, the Apple TV app, and YouTube.
This is the first keynote under incoming CEO John Ternus, who takes over from Tim Cook on September 1 and is expected to lead the presentation himself.
What Apple is expected to launch
Unlike previous years, there won’t be a base iPhone 18 model this time. Apple is reportedly splitting its lineup, saving the standard iPhone for a spring 2027 release. Instead, September 9 is expected to bring three devices:
- iPhone 18 Pro and iPhone 18 Pro Max – expected to keep last year’s design but move to Apple’s new A20 Pro chip with better power efficiency. A refreshed variable-aperture camera system is also rumoured.
- Apple’s first foldable iPhone – widely rumoured to be called the iPhone Foldm or the iPhone Ultra, this would be Apple’s first new iPhone form factor since the iPhone X in 2017.
Official pricing hasn’t been announced, but reports point to possible increases this time, largely blamed on an ongoing memory chip shortage. Going by Apple’s usual pattern, expect Indian pricing and pre-order details to drop right after the keynote, with pre-orders likely opening within the week and retail availability following about 7–10 days later.
Will an upgrade be worth it for iPhone 17 users, and how does the pricing compare to other phones in the foldable segment? Find out on September 9