Apple’s September 9th launch event could be one of its biggest in years. It will be Apple’s first event since John Ternus took over as CEO on September 1st, stepping in for Tim Cook, and will likely feature the first models in Apple’s iPhone 18 lineup. That could include the long-rumored foldable “iPhone Ultra,” coming just a couple months after Samsung debuted its own passport-style foldable, the Galaxy Z Fold 8. Here’s how you can watch the event live, and a few possible highlights to keep an eye out for.
How to watch Apple’s September launch event Apple’s “Surprise and shine” event kicks off on Wednesday, September 9th, at 1PM ET / 10AM PT at Apple Park in Cupertino, California. It will be livestreamed on Apple’s website, Apple TV, and YouTube. The iPhone 18 might be a no-show [Image: Last year’s iPhone 17 might not get a successor just yet.
https://platform.theverge.com/wp-content/uploads/sites/2/2025/09/257946_iPhone_17_AKrales_0265.jpg?quality=90&strip=all] Apple usually announces new iPhones at its September event, but the base iPhone 18 might not make the cut this year. It’s reportedly being held until early next year, and it might end up launching alongside the iPhone 18E and an updated iPhone Air. So, if you’re looking to upgrade to one of Apple’s less expensive phones, you’ll likely need to wait a while longer.
The iPhone 18 Pro and Pro Max could launch with a price hike [Image: The iPhone 18 Pro could be more expensive than last year’s iPhone 17 Pro. https://platform.theverge.com/wp-content/uploads/sites/2/2025/09/257981_Techwoven_AJohnson_0002.jpg?quality=90&strip=all] While we might not get a new base iPhone, Apple is still expected to launch its new lineup of phones on September 9th with the iPhone 18 Pro and Pro Max. Both models are rumored to have larger batteries than their predecessors, and possibly a smaller Dynamic Island.
They might even get a variable aperture camera upgrade that’s been rumored for years now. Leaked photos supposedly showing dummy models of the phone also hint at this year’s slate of colors, which could include black, silver, light blue, and a dark cherry purple. Unfortunately, there’s also a good chance the iPhone 18 Pro and Pro Max will get a price bump over last year’s models. Apple raised prices on nearly all of its products earlier this year, and those price hikes might finally reach the iPhone during the September 9th event.
Apple might announce its first foldable phone One of the premium phones Apple launches on September 9th could be the rumored foldable “iPhone Ultra.” Images of an apparent dummy model of the folding phone leaked earlier this year, showing a passport-style design similar to Samsung’s Galaxy Z Fold 8 and the Xiaomi 18 Fold.
The Galaxy Z Fold 8 has been well received so far, with The Verge’s Dominic Preston saying it “feels like the future.” Will Apple’s first foldable be able to compete, despite being fashionably late? The ceramic Apple Watch may finally return [Image: The Apple Watch Series 11’s successor could have an option for a ceramic case.
https://platform.theverge.com/wp-content/uploads/sites/2/2025/09/257945_Applewatch_Series_11_AKrales_0125.jpg?quality=90&strip=all] Last year’s September Apple event included the Apple Watch Series 11 and Ultra 3, and there’s a good chance both watches will get an update again this year. According to Bloomberg’s Mark Gurman, the Series 12 could bring back the premium ceramic case option. Gurman also says the Series 12 will have new band colors and configurations, but most likely won’t have any big redesign.
Aside from new cases and colors, Apple might also announce new health features for its wearables, like always-on heart rate sensing. Apple could launch new AirPods, but probably not with cameras It’s been a couple of years since Apple released the AirPods 4, so they’re due for an upgrade and could make an appearance at Apple’s September 9th event. However, Gurman says the camera-equipped AirPods that leaked last month won’t be released until 2027.
So, if Apple announces the AirPods 5 at its upcoming event, they’ll likely be an iterative upgrade, potentially including a new chip and some new health sensors.
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