Apple’s online store has gone offline, a familiar sign that the company’s highly anticipated September event is imminent. Scheduled for 10 a.m. Pacific / 1 p.m. Eastern, the event is expected to unveil the iPhone 18 Pro and Pro Max, alongside Apple’s first foldable iPhone, reportedly called the iPhone Duo. The presentation will also mark the first major product event led by new CEO John Ternus, adding a leadership transition to an already significant hardware launch.
The foldable iPhone is expected to be the centerpiece of the event. According to reports, the Duo will feature an approximately 5.5-inch outer display when closed and a 7.8-inch inner display when unfolded, making its larger screen slightly smaller than an iPad mini. The expanded display could enable more immersive media experiences and improved productivity, including split-screen multitasking with two apps running side by side.
Apple is also expected to emphasize premium build quality as a way to differentiate its first foldable from competing devices. Reports point to a custom-designed hinge and a minimal crease across the inner display, two areas that have remained important challenges for foldable smartphones. The final design, durability, and software capabilities will become clearer once Apple officially introduces the device.
The iPhone 18 Pro and Pro Max are also expected to receive substantial updates. Reported changes include new processors, an improved camera system, and a new cherry red color option. The Dynamic Island is expected to become narrower, reducing the amount of screen space occupied by the front-facing interface. Pricing may also increase, with the Pro lineup reportedly facing a starting-price rise of approximately $100.
Not every iPhone model is expected to appear at this event. Reports suggest Apple is shifting its release schedule, with the standard iPhone 18 and iPhone Air 2 expected to arrive in the spring rather than alongside the Pro models. If confirmed, the change would separate Apple’s premium fall launches from its entry-level and Air releases, potentially allowing the company to spread major product announcements across the year.
Wearables are expected to remain another important part of the presentation. Apple is reportedly preparing the Apple Watch Series 12, Apple Watch Ultra 4, and fifth-generation AirPods. The new watches may include updated health-tracking capabilities, while reports also point to an AI-powered feature that could generate summaries of a user’s daily activities and conversations. Details about how such a feature would work, including its privacy protections, remain unconfirmed.
Several other Apple products are reportedly in development, but are not expected to be the focus of today’s event. These include a smart home display, refreshed Apple TV and HomePod mini models, and a MacBook Pro with an OLED touch screen. Current reports suggest those products could arrive later in the year, potentially through a separate October announcement.
The event comes as Apple faces increasing competition in premium smartphones and foldable devices. Samsung, Huawei, and other manufacturers have already established products in the category, making Apple’s entry a significant test of whether its hardware design, software integration, and ecosystem can attract customers who have not yet adopted foldable phones.
Strategically, the launch could reveal how Apple intends to balance new product categories with its established iPhone business. The Duo may appeal to users seeking a larger display without carrying a separate tablet, while the iPhone 18 Pro models are expected to continue Apple’s focus on performance, photography, and premium design. The reported release-schedule changes could also reshape how Apple positions its different iPhone models throughout the year.
How to watch: Apple’s event begins at 10 a.m. Pacific / 1 p.m. Eastern and can be watched through Apple’s official Events website, the Apple TV app, and YouTube.
What to watch next includes the foldable iPhone’s official name, pricing, availability, and durability claims, along with the final specifications of the iPhone 18 Pro lineup. The event will also provide an early look at how John Ternus presents Apple’s next chapter, with the company’s first foldable potentially becoming the defining announcement of the day.
