Apple is preparing for one of its biggest hardware events of the year, with the company expected to introduce a new generation of premium iPhones today.
Apple’s “Surprise and shine” event takes place on September 9 at Apple Park, beginning at 10 a.m. Pacific Time. The event will also be streamed online for viewers around the world.
The biggest expected announcement is Apple’s first foldable iPhone, widely rumored to be positioned as an ultra-premium device. The launch would mark Apple’s long-awaited entry into the foldable smartphone market, where Samsung and other Android manufacturers have competed for years.
Apple is also expected to reveal the iPhone 18 Pro and iPhone 18 Pro Max, bringing upgraded processors, cameras and other hardware improvements.
Reports suggest Apple may change its traditional iPhone release strategy this year by focusing its September launch on premium devices, while more affordable iPhone models could arrive later.
The foldable iPhone could be particularly important for Apple. Analysts expect it to carry a significantly higher price than conventional iPhones and potentially open a new premium product category for the company.
New Apple Watch models, AirPods and other hardware could also appear during the event, although the new iPhones are expected to remain the main focus.
With competition intensifying across smartphones and artificial intelligence, Apple’s September event will be closely watched for signs of how the company plans to differentiate its next generation of devices.
