What's happened
Apple has set Sept. 9 for its annual event, where the company is expected to reveal a foldable iPhone 18 Pro/Max, with an iPhone 18 likely reserved for next spring. The event is also expected to feature Apple Watch updates and new AirPods, while the base iPhone model is not expected this year.
What's behind the headline?
Analysis
- Apple is pursuing a two-track strategy, prioritising premium devices at the September event and reserving base models for a later date.
- The foldable iPhone would mark a significant design shift, potentially broadening the company’s hardware ecosystem.
- With John Ternus stepping in as CEO, the event doubles as a leadership milestone, potentially accelerating product cadence and software integration across devices.
What this could mean for users
- Expect to see a foldable display that changes how tablets and phones interact, which could influence app design and multitasking workflows.
- The expanded camera and chip upgrades will likely improve performance and photography features across the lineup.
- The absence of a base iPhone this year may push price-sensitive buyers toward spring releases or older models.
How we got here
The September event follows years of product cycles and leadership changes. Apple is pursuing a split strategy, keeping the cheaper iPhone models for later launches while focusing first on premium devices.
Our analysis
Independent (Aug 28, 2026): outlines rumours of iPhone 18 Pro/Max, foldable iPhone and lack of base iPhone this year. ZDNet (Aug 26, 2026): confirms Sept. 9 event timing and notes potential Apple Watch and AirPods updates. TechCrunch (Aug 26, 2026): confirms foldable iPhone talk and CEO transition, mentions other hardware releases.
Go deeper
- Will Apple’s foldable iPhone reshape its competitive standing?
- How will the foldable design affect app developers?
- When will the base iPhone models actually arrive for budget buyers?
More on these topics
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Tim Cook - Chief Executive Officer of Apple
Timothy Donald Cook is an American business executive, philanthropist and industrial engineer. Cook is the chief executive officer of Apple Inc., and previously served as the company's chief operating officer under its cofounder Steve Jobs.
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John Ternus - Apple senior vice president of hardware engineering
John Ternus (born 1975/1976) is an American engineer and business executive who has served as Apple Inc.'s senior vice president of hardware engineering since 2021, reporting to CEO Tim Cook. He is scheduled to succeed Cook as CEO on September 1, 2026.
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Cupertino - City in California
Cupertino is a city in Santa Clara County, California, directly west of San Jose on the western edge of the Santa Clara Valley with portions extending into the foothills of the Santa Cruz Mountains. The population was 58,302 as of the 2010 census.
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AirPods
AirPods are wireless Bluetooth earbuds created by Apple. They were first released on December 13, 2016, with a 2nd generation released in 2019 and the premium AirPods Pro released later that year.
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Apple Inc. - Technology company
Apple Inc. is an American multinational technology company headquartered in Cupertino, California, that designs, develops, and sells consumer electronics, computer software, and online services.