Apple to unveil iPhone 18 lineup at September 9 launch event

Apple’s highly anticipated September 9 launch event, scheduled to begin at 1 p.m. ET, marks the company’s first major presentation under newly appointed CEO John Ternus, who took the helm on September 1. The event is expected to unveil the first models of Apple’s iPhone 18 series, including the long‑rumored foldable “iPhone Ultra.” The introduction of a foldable device comes just months after Samsung’s Galaxy Z Fold 8 debuted, signaling Apple’s entry into the emerging passport‑style foldable market.

The Verge reports that the “Surprise and Shine” event will be streamed live on Apple’s official channels, with viewers able to follow the broadcast on Apple TV, the Apple website, and the Apple TV app. Attendees can also watch the event on the Apple News app, where the company typically provides a live feed and post‑event highlights. Key moments to watch include the iPhone 18 lineup reveal, potential updates to the iPad and MacBook ranges, and any new software announcements that may accompany the hardware showcase.

In closing, Apple’s September launch promises to be a pivotal moment for the company, potentially reshaping its product strategy with the introduction of a foldable flagship. Fans and industry observers alike will be watching closely to see how the new CEO’s vision translates into tangible product innovations and whether the iPhone Ultra will set a new standard in the competitive foldable smartphone arena.