Overview
- Apple invited U.S. retail staff to apply for an Event Support Experience Program by August 8, with selected employees to be notified by August 17 to help check in guests, manage lines, greet attendees, and support security.
- The company told employees the presentation will take place in the first half of September, and multiple outlets say September 8 or September 9 is the likeliest date.
- News coverage and leaks report that Apple plans to highlight iPhone 18 Pro and Pro Max models, its first foldable iPhone, and new Apple Watch models at the keynote, though those product details remain unconfirmed until Apple announces them.
- Supply and component pressures are expected to affect pricing and availability, with analysts and leaks suggesting Pro models could cost roughly $100–$300 more and a foldable could carry a premium in the roughly $2,000–$2,500 range due to higher wafer, DRAM, and NAND costs and folding display complexity.
- Separately, early tipsters say Apple is prototyping radical changes for a 2027 20th‑anniversary iPhone, including larger quad‑curved displays and under‑display Face ID, but those reports are preliminary and unconfirmed.