Overview
- Apple has set a live event for Sept. 9, 2026, to be held at the Steve Jobs Theater and streamed on apple.com, the Apple TV app and YouTube.
- Reports and leaks say the company will focus the September keynote on iPhone 18 Pro and Pro Max and is widely expected to show a first foldable device, commonly called the iPhone Ultra, which remains unconfirmed by Apple.
- John Ternus will assume the CEO role on Sept. 1 and this will be his first major product keynote, putting hardware engineering leadership at the center of the presentation.
- Analysts warn that higher costs for 2‑nanometer chips and tight DRAM and NAND supplies are likely to push prices up and limit early inventory, with the foldable expected to be especially scarce and priced above $2,000 in many reports.
- Apple is reportedly staging a staggered rollout that concentrates premium models in September while delaying standard and lower‑cost iPhones to spring 2027, a strategy that will shape carrier and retail stock levels and consumer upgrade timing.