Apple is gearing up for what could be one of its most important iPhone events in years. The company has announced a special launch event for September 9, with an invitation featuring a glowing Apple logo against a light blue background and the words “Surprise” and “Shine.”

The event will be held at the Steve Jobs Theater in Apple Park and is scheduled to begin at 10:30 PM IST. While Apple has not revealed the complete product lineup, reports suggest that the event could mark the arrival of some major changes to the iPhone family.

The biggest attraction could be Apple's first foldable iPhone, reportedly being referred to as the iPhone Ultra, alongside the iPhone 18 Pro and iPhone 18 Pro Max.

A New CEO Could Make This Event Even More Significant

The September event could also be important from a leadership perspective.

According to reports, John Ternus is expected to become Apple's CEO on September 1, replacing Tim Cook. Ternus currently heads Apple's hardware engineering division, making the upcoming iPhone launch potentially his first major product event as CEO.

Tim Cook, who has served as Apple's CEO since 2011, is reportedly expected to move into the role of executive chairman.

Apple May Not Launch the Entire iPhone 18 Series

Apple traditionally unveils its new iPhone lineup in September, but this year could reportedly be different.

Instead of launching every iPhone 18 model at the September event, Apple may initially focus on its premium devices. Reports suggest that the iPhone 18 Pro and iPhone 18 Pro Max, along with the foldable iPhone Ultra, could be introduced first.

The standard iPhone 18 and a second-generation iPhone Air may reportedly be delayed until 2027.

If that happens, Apple's September event could be dominated by its most expensive and technologically advanced iPhones.

Foldable iPhone Ultra Could Be the Biggest Surprise

The rumored foldable iPhone could be the most significant new product at the event.

The device is expected to use a book-style folding design, similar to the Galaxy Z Fold series. Reports suggest that it could feature an outer display measuring around 5.3 to 5.5 inches, while the larger internal OLED screen could measure approximately 7.6 to 7.8 inches.

Both displays are rumored to support Apple's 120Hz ProMotion technology.

The foldable iPhone could also be powered by the new A20 Pro chip and feature a slimmer body along with a newly developed hinge system designed specifically for Apple's foldable design.

iPhone 18 Pro Could Get Several Major Upgrades

The iPhone 18 Pro and Pro Max may retain the familiar premium iPhone design, but several changes are expected.

One of the most noticeable could be a smaller Dynamic Island. Apple may also introduce new colour options and improvements to the camera system.

The iPhone 18 Pro Max is rumored to feature a 48MP primary camera with variable aperture, which could give users greater control over light and depth of field.

Both Pro models are also expected to use the A20 Pro chip, reportedly manufactured using a 2nm process. This could deliver improvements in both performance and power efficiency.

iPhone 18 Pro Could Cost More

Apple has not announced pricing for any of the upcoming models. However, leaks suggest that the iPhone 18 Pro could become more expensive than its predecessor.

Reports indicate that its starting price could be around $100 higher than the previous generation. The rumored foldable iPhone Ultra is expected to sit at a much higher price point, with estimates suggesting a starting price of around $2,000 or more, which could translate to roughly ₹1.9 lakh or higher in India.

A Major iPhone Event Could Be Coming

If the current reports turn out to be accurate, Apple's September 9 event could be much more than a routine iPhone upgrade.

The iPhone 18 Pro and Pro Max could bring new camera technology and a faster chip, while the iPhone Ultra could mark Apple's entry into the foldable smartphone market.

However, Apple has yet to officially confirm most of these specifications, prices and product details. The final surprises will only become clear when the company takes the stage on September 9.