Apple has confirmed its upcoming September keynote event, scheduled for September 9 at 10 a.m. PT with the theme “Surprise and shine.” The presentation will be available to stream across YouTube, Apple’s website, and Apple TV. Industry observers anticipate the company will unveil the iPhone 18 lineup alongside a highly anticipated foldable device reportedly dubbed the iPhone Ultra.
The promotional imagery featuring a neon-glowing Apple logo reflects design elements consistent with the Siri AI beta introduced at WWDC 2026 earlier this year. Apple has maintained its traditional approach of withholding specific product details ahead of the event, allowing the tagline and artwork to hint at forthcoming announcements.
Several factors are expected to make this year’s presentation distinctive. New CEO John Ternus will lead his first keynote following his transition from Senior Vice President of Hardware Engineering, taking over the role from longtime CEO Tim Cook on September 1. Additionally, the potential introduction of Apple’s inaugural foldable smartphone would represent a significant shift in iPhone design philosophy, as competitors like Google and Samsung have already established footholds in the foldable market. Meanwhile, advancements in Siri AI are poised to move closer toward public availability.
Apple’s historical pattern of entering established markets late but commanding dominance suggests the foldable iPhone could reshape the category, though industry observers remain cautious given mixed reception to other Apple initiatives.
Originally reported by Mashable →
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