Apple will showcase new iPhones in September: presentation date announced
Apple will hold its traditional fall presentation on September 9, at which a new generation of iPhone and possibly the company's first foldable smartphone are expected. The event will be the first major product launch since the change of Apple's CEO.
The company has officially scheduled the presentation for September 9. It will begin at 10:00 a.m. US Pacific Time—8:00 p.m. Kyiv time. The broadcast can be watched on Apple's website, in the Apple TV app, and on YouTube.
Apple has not yet disclosed the list of devices it will present at the event. The invitation uses the slogan Surprise and shine.
According to Reuters, the main announcement will be the next generation of iPhone. At the same time, market attention is particularly focused on the first foldable iPhone, which the company has been developing for several years.
The foldable model is expected to feature a screen comparable in size to the iPad mini when unfolded. The release of such a device will be one of the most notable changes in iPhone design in recent years and will allow Apple to enter a segment currently dominated by Samsung.
Analysts primarily view the foldable iPhone as a premium product. The higher cost of the device could increase Apple's average selling price for smartphones and support the company's profitability.
IDC estimates that Apple could ship more than 17 million foldable iPhones by the end of 2027. The research firm expects the global foldable smartphone market to grow by 12.6% in 2026, while overall global smartphone shipments could decline significantly.
First presentation since Apple leadership change
The event will be the first major product event under John Ternus. He will officially assume the position of Apple CEO on September 1—eight days before the presentation.
The company announced the leadership change in April. Ternus will replace Tim Cook, who has led Apple since 2011. Cook is not leaving the company, however, and will become executive chairman of the board of directors.
Ternus has worked at Apple since 2001 and has led hardware engineering in recent years. Under his leadership, iPhone, iPad, Mac, Apple Watch, and AirPods were created. Therefore, the choice of the head of the hardware division as Cook's successor was seen as a signal that Apple will maintain its special focus on devices.
The new CEO takes the helm at a time of intensifying competition in artificial intelligence. Apple is trying to accelerate the development of Apple Intelligence and an updated Siri while maintaining sales of its core devices.
New devices come amid rising component costs
The fall presentation will take place in a difficult situation for electronics manufacturers. A shortage of memory and storage has led to higher component costs and has already affected device prices and demand.
Apple previously raised prices on some Mac and iPad models to partially offset the increased cost of components. In July, the company also warned of significant supply chain constraints that could restrain sales in the current quarter.
The previous generation of Apple smartphones was introduced in September 2025. At that time, the company released the iPhone 17, iPhone 17 Pro, and the thinner iPhone Air. The new presentation should show whether the foldable form factor will become the next major change in the lineup.
Based on materials from: Reuters, Apple, Apple Newsroom
