Apple expected to unveil iPhone 18 Pro models, foldable iPhone Ultra and new smart-home devices at September event

Apple is set to hold its annual product launch on Wednesday, September 9, after moving the event to avoid the Labor Day holiday. The company’s new chief executive, John Ternus, is expected to open the ceremony.

The lineup may include the iPhone 18 Pro and iPhone 18 Pro Max, with pricing projected $200-$350 above the current iPhone 17 Pro models. Analysts anticipate larger batteries, a variable-aperture camera, the A20 Pro processor and a smaller Dynamic Island, while under-display Face ID is not expected.

A major focus is likely the foldable iPhone Ultra, rumored to feature a 7.8-inch main display, a 5.4-inch cover screen, a 4,883 mAh battery, the A20 chipset, an in-house C2 modem and a Touch ID sensor in the power button. The device could carry dual 48 MP rear cameras and two 24 MP front cameras, with a base price around $2,500 and limited initial availability.

Apple may also introduce AirPods Ultra, which a leak suggests will incorporate a camera that feeds visual data to Siri for object recognition and navigation assistance.

The smartwatch segment could see the Apple Watch Series 12 and Apple Watch Ultra 4, possibly featuring a new band-attachment system, a ceramic case option and health-tracking upgrades tied to watchOS 27 and the upcoming AI-enhanced Siri.

In the smart-home arena, Apple is rumored to launch a revamped HomePod, a HomePod mini update and an AI-powered Apple TV 4K. The HomePod hub might include a wall-mounted touch display, a FaceTime camera and presence sensors for automations, while the new Apple TV could use the A20 processor and integrate Siri AI for device control.

Pre-orders for the iPhone models are expected to begin on Saturday, September 12, with shipments following later in the month.