Apple’s next big iPhone event — dubbed “Surprise and Shine” in invites — will be held on Wednesday, September 9, at the Apple Park headquarters in Cupertino, California. The shindig, which is for the media and analysts, will start at 10 am (Pacific)
Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max. The foldable iPhone is likely to debut at the same time, though some reports have said it wouldn’t arrive until October.
Here’s what Nabila Popal, Senior Research Director of the “IDC Worldwide Quarterly Mobile Phone Tracker” has to say about the foldable iPhone: Apple’s entry into the foldable market has done more than reignite growth in a category that was losing momentum. It has fundamentally altered the market’s trajectory. Without Apple, foldable shipments would have declined at a double-digit rate year over year. We forecast Apple will ship more than 17 million foldable iPhones by 2027, capturing roughly 40% of the global foldables market.
With an average selling price exceeding $2,550, Apple is expected to generate more than $45.7 billion in value and account for over half of the category’s total value. Perhaps most notably, Apple is positioned to challenge Huawei and Samsung for leadership in markets where they have long dominated, an extraordinary outcome for a product expected to be less than two years into its lifecycle.”
(IDC just released its latest smartphone/foldable forecast: Smartphone Shipments to Drop 16.7% in 2026 as Memory Crisis Hits Full Force.)
Also likely to be announced at the “Surprise & Shine” event are an Apple Watch Series 12, the Apple Watch Ultra 4, and new AirPods. Other possibilities are a new Apple TV 4K set-top box and updated HomePod minis.
Apple will stream the “Surprise and Shine” event on YouTube, on the Apple Events website, and in the Apple TV app
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