Apple Announces September 9 Event to Unveil Foldable iPhone

Apple Inc. will hold its primary product launch event of the year on September 9 at the Steve Jobs Theater in Cupertino, California. The event, themed "Surprise and shine," marks the first major product introduction led by incoming Chief Executive Officer John Ternus, who assumes the role on September 1 as Tim Cook transitions to executive chairman.

The company is expected to unveil its first foldable iPhone to challenge the market dominance of Samsung Electronics, alongside the iPhone 18 Pro and Pro Max. Other anticipated announcements include new Apple Watches and "Siri AI," a large language model-based assistant.

To balance annual sales, Apple will delay the release of the standard iPhone 18 and the second-generation iPhone Air until next spring. Senior executive Greg Joswiak announced the event date via a post on X, and the presentation will be livestreamed on the company website.