Apple to Unveil First Foldable iPhone, iPhone 18 Pro, and New Watch Series at September 9 'Surprise and Shine' Event

AAPL is slated to host its annual September launch on Wednesday, September 9 at 10:00 a.m. Pacific Time, branding the event "Surprise and Shine" and marking the first time the company's new CEO, John Ternus, will open the show after taking over from Tim Cook earlier in the week . The centerpiece of the lineup is anticipated to be Apple's inaugural foldable iPhone, with rumors suggesting a book‑style design, a 5.5‑inch outer OLED display, MagSafe charging support, and a minimal crease. Sources cite possible naming options such as iPhone Ultra or iPhone Duo, the latter referencing dual screens and echoing past Apple Duo branding, though no official name has been confirmed .

Alongside the foldable, Apple is expected to release its traditional slab devices, the iPhone 18 Pro and Pro Max, as well as the next generation of wearables, including Apple Watch Series 12 and Apple Watch Ultra 4, and possibly a refreshed AirPods lineup, which sources hedge on more than the rest of the slate .

Every product detail above is leak-sourced rather than confirmed: only the date, the 10:00 a.m. Pacific start and the "Surprise and Shine" branding come from Apple itself. A foldable would nonetheless be the company's first genuinely new iPhone form factor, and a push to compete with dual-screen devices from rivals . The inclusion of Touch ID on the foldable, due to thickness constraints for Face ID, further highlights Apple's design trade‑offs.

Analysts will watch the event for confirmation of the foldable's name, pricing, and launch timeline, as well as how the new devices fit into Apple's broader AI and services strategy. The reception of the foldable could influence supply chain allocations and set the tone for Apple's product direction through 2027.

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