Overview
- Apple confirmed a global online special event for Wednesday, Sept. 9, with a livestream on apple.com and the Apple TV app that will resolve which products the company will officially announce.
- Reporting from multiple outlets says Apple is expected to focus on high-end iPhones — widely reported as iPhone 18 Pro and Pro Max — and to unveil its first foldable iPhone, often referred to in leaks as the iPhone Ultra, but Apple has not confirmed those devices.
- Industry sources and recent reporting place the foldable firmly in the premium tier, with early price targets around $1,999 to $2,199 and some high-capacity configurations estimated to approach $3,000.
- The Sept. 9 presentation is the first major product event under CEO John Ternus after Tim Cook became executive chairman, a leadership milestone that media outlets say raises attention on product strategy and pricing decisions.
- Pre-event leaks include carrier-published images that analysts say are likely AI-generated and a single-source claim on X about skipping the standard iPhone 18, and those items vary widely in credibility compared with reporting from Reuters and Bloomberg.